Capital V announced a new investment in Willicroft, a plant-based cheese company based in Amsterdam. It is the first investment in the alternative cheese category for Capital V.
Willicroft was founded in 2018 by founder Brand Vanstone, who comes from a family of dairy farmers in the UK. Since he launched his alternative cheese brand sales have more than doubled yearly. The cheeses are cashew based, and the brand is experimenting with other local ingredients like beans, that will change the footprint and taste of the product range.
Whilst exploring the European plant-based cheese market, Willicroft was the startup that kept popping up. Not only do they make incredibly tasty and innovative cheese products, they are also a Bcorp and are very well connected in the plant based space.
Brad Vanstone said: “I have known Michiel for 18 months now and he is a very well connected and important member of the PBC community who has also recently been given a role within the EU commission on climate change. He brings with him a wealth of experience of investing in plant-based companies.”
Michiel van Deursen, founder of Capital V, says: “Being Dutch, cheese has always been a big part of my life since my childhood. Of course cheese is not environmentally or animal friendly at all, so since being vegan, I am always seeking out plant based alternatives that also give me the taste of my childhood. I found that in Willicroft – the product is amazing, and above that, they produce it with the lowest footprint in mind. They have a mission aligned, ambitious team, and I am excited to see Willicroft cheese in retail all over Europe.”