Mission + Values Photo Credit: Darby Magill


We are passionate about baking healthy naturally-leavened sourdough, wholegrain and plant-based products from scratch and baked fresh daily, which look and taste great, and make every eating experience more satisfying.

We want people to prefer our offerings over animal-based products because our objective is to make veganism an easily-adopted and widely-recognised approach to reducing animal suffering and environmental damage.

We strive to create an atmosphere where we can attract, retain and motivate the brightest and most talented people in the industry; where employees can learn, grow, and innovate, while holding true to the roots of traditional baking.


We want to make the best bread we can, educating our staff and the public about the importance of chemical free/additive free baking and where the food comes from.

But, more importantly, we want a world where people do not exploit animals for such arbitrary reasons such as taste and enjoyment. We promote a lifestyle that excludes, as far as possible and practical, all forms of exploitation of – and cruelty to – animals for the purposes of food, clothing or anything else.

We also want a just world for humans. A world where resources are utilised in a sustainable way to ensure all current and future generations are provided for – a world where no one goes hungry. At the heart of the sustainability and food justice agenda is plant-based food production and consumption: veganism.


Sustainability: A word that is often thrown around but we “walk the walk”: reducing waste by closely monitoring and controlling numbers to ensure all baked goods are consumed and not thrown out, packaging is compostable, cleaning chemicals are environmentally-friendly as much as is allowed by Canada food safety authorities, we encourage re-use over single-use disposable items.

Quality: Our products are of high organic quality. We are charged with providing healthy, wholesome, vegan cuisine that nourishes the body and feeds the soul. We aim to satisfy because our customers deserve nothing less.

Innovative: Our products are original, to excite people and open their eyes to vegan foods.

Integrity: Our customers have come to rely on the quality of our products. Our commitment to the highest level of excellence is embedded in every product we manufacture. We stand behind our products, our service and our commitment to the greater good of our planet.

Commitment: We will invest in helping the customers, associates and communities we serve reach their full potential, because we believe their success will ultimately determine ours.

Adaptability: We will retain long-term partnerships by continuously re-evaluating our products, processes and talent to meet changing market demands.

Putting staff first: We ensure time off for our staff by being closed Mondays and Tuesday so we never lose sight of what is most important. Owners and staff should have the opportunity to rest, spend time with family, friends and worship if they choose to do so: if you live in the mountains, you should have fun in the mountains.

“A man should never neglect his family for business.” Walt Disney