Willicroft closes operations after six years of plant-based innovation

Willicroft, the Amsterdam-based plant-based dairy company, has announced the end of its journey in its current form. Founder Brad Vanstone shared the news on LinkedIn, reflecting on the six-year evolution of the company he started in his kitchen in 2018 as an evolution of the dairy company founded by his father in 1957. Despite significant strides in the alternative dairy space, Willicroft has been sold after failing to meet its fundraising goals in 2024.

“2024 was a tough year for Willicroft,” Vanstone wrote. “After failing to meet our fundraising goals, we made the difficult decision to sell the company.”

Willicroft began as a passion project with the aim of reimagining dairy through sustainable, plant-based alternatives. Under Vanstone’s leadership, the company grew to offer products across retail, food-service, and industry in three countries. The brand became known for its innovative recipes, earning the highest B Corp score in the cheese and butter categories while setting a clear path toward net-zero operations.

Reflecting on the journey, Vanstone expressed pride in the impact Willicroft made. “We created incredibly delicious products, worked alongside wonderfully gifted and conscious colleagues… and tackled some of our most pressing climate problems head-on with Mother Nature as our leader and compass,” he shared.

Willicroft’s journey also highlighted the steep challenges faced by companies striving for sustainability in the food sector. Vanstone pointed to the immense scale and efficiency of the dairy industry as a stark contrast to the struggles of scaling plant-based alternatives. Comparing Willicroft’s total six-year production of under 100 tons to the 100-ton lifetime output of a single Holstein Friesian cow, he illustrated the systemic hurdles that alternative proteins must overcome.

“Last year, in particular, was a sobering reality check on the pace at which our food industry is transitioning,” Vanstone said. He emphasized the difficulties of creating self-sufficient, impactful businesses in a system still dominated by traditional models.

Willicroft’s achievements, though cut short, leave a meaningful legacy. The company’s commitment to sustainability, innovation, and ethical practices earned it a loyal following and recognition as a pioneer in plant-based dairy. Vanstone expressed gratitude to the colleagues, supporters, and partners who contributed to the journey.

“There are far too many people to thank for the support we’ve received over the past six years. In one way or another, I’ve been influenced by all of these lived experiences, and for that, I am eternally grateful,” he wrote.

In a poignant gesture, Vanstone marked the end of this chapter by burying a plaque in the Scottish Highlands, a place of deep personal and family significance. He described it as a fitting tribute to a venture rooted in reimagining traditions and honoring nature.

While the future of Willicroft as a brand remains uncertain, Vanstone’s reflections suggest that his journey in sustainable food innovation is far from over. “My next steps are uncertain, but I am determined to confront this challenge head-on in the coming years,” he said. He hinted at future ventures that will continue to be “purpose-led and purpose-centered.”

For now, Vanstone plans to take time to reflect and re-energize. As he closed his announcement, he left the door open for what comes next, carrying the lessons and energy from Willicroft into his future endeavors.

Willicroft’s story underscores the broader challenges facing sustainable food startups. Despite increasing consumer interest in plant-based alternatives, scaling and achieving financial stability remain significant hurdles. Vanstone’s reflections highlight the need for systemic changes to support companies working toward positive change in the food industry.

As Vanstone puts it, “It remains far too difficult for companies driving positive change in the food industry to thrive.” His call to action serves as a reminder of the work still needed to create an ecosystem where sustainability-focused businesses can flourish.