Non-vegans lament they can’t eat cheese if they decide to go vegan. However, the vegan cheese movement is booming. AVS Organic Foods’ founder Melissa Murphy-Webster has been at the forefront of commercial vegan cheese-making in Melbourne since 2013.
In recent years, her artisan vegan non-dairy cheese company has expanded to food products including sausage rolls and meatless roasts which are also in high demand. From her early beginnings as a vendor at many of Melbourne’s best fresh food markets and festivals, Melissa is now stocking her array of vegan specialty products in food retailers in Victoria, New South Wales, Tasmania and Western Australia. AVS Organic Foods is thus meeting the vegan demand as well as the market where options for those with allergies are minimal.
Melissa was on hand to talk about AVS Organic Foods, what moved her to start making vegan cheese, and her journey from local markets to a favourite retail brand.
Melissa, how long has AVS Organic Foods been going? When did you get the idea about vegan cheese and how long have you been vegan yourself?
“A Vegan Smiles started in 2013; as you know it’s now called AVS Organic Foods. I was messing around with dessert-y lines and protein balls. I started playing with some vegan cheese recipes and did a few batches for a We Love Life Festival and the reception was amazing, so began the transition to more vegan cheese lines.”
Was it hard to develop a vegan cheese range during a time that veganism may not have been as prolific?
“Yeah, as far as I know I was the first to make vegan cheese in block form. There was another company making cashew cheeses like spreads in jars. I did change from using the word vegan to dairy-free for less confrontation from some people who were not aware of these types of products.”
Your artisan cheeses are also perfect for those with allergies like nut free, gluten free and lactose free to name a few. Was it your intention to make AVS Organic Foods inclusive? Why?
“I did markets up to three times a week for six years and the more I spoke to people the more I realised there were so many people wanting substitutes for allergens; especially in children. One of the big changes about four years ago was a big swing to low-fodmap which really got the creative juices flowing in new product adaption.”
As part of the cheese-making process, you use techniques including culturing, ageing and fermenting. Where did you learn these techniques? Did you have to veganise these techniques in order to make your products?
“As with so many people I really, really loved cheeses and I attended several workshops where I learnt different techniques to make dairy cheeses. In making a cheese analogue, some methods are similar and in others it calls for different understanding on how non-dairy ingredient ‘1’ works with non-dairy ingredient ‘2’. It’s actually my favourite part of having a vegan food business, making new products and going through the [research and development] stages.”
When AVS Organic Foods started, you were a vendor at many markets around Melbourne. Why did you start selling at markets? What were some of the responses to your products?
In 2013, there were very little options to retail vegan cheese. The imported ones available were not the best substitutes, so there was a bad reputation associated with vegan cheese; you could sell other vegan products like cookies and cakes etc so long as you didn’t call them vegan. So, I had little choice other than to go direct to customers. I knew there were customers out there and it was a matter of getting them to taste the options and then encourage them to help get them into stores – to a point that worked. However, many were happy to just go to markets so it was still hard yakka.
I would say at the start, the responses I got from people were mixed. Some were delighted because they needed it themselves ort they were struggling to provide variety for loved ones, and others were very angry (many aggressive) that I had this product whether it was about ‘false claims’ using the word dairy or even about taking business away from the dairy farmers! I was threatened regularly but I am stubborn so kept showing up.”
AVS Organic Foods has now expanded into retail shops in Melbourne and beyond, plus your ‘Meatless Loaf’ is a huge hit with customers especially around Christmas time. Was it hard to get your products into retail, and is demand for your products now increasing?
“At first it was hard because there were only crappy options which weren’t selling well and retailers thought it would be the same and now it’s hard because there are so many amazing Australian options available to compete with; I prefer the latter as a problem.
It’s ongoing to get and stay in retail, and having great partnerships with distributors, retailers and cafes is important. Unfortunately, 2020 saw the end of in-store tastings so it makes it difficult to support them at stores levels. That being said, I have plans for the near future to help consumers get more options to try Kinda Cheeses.”
For someone who is not familiar with AVS Organic Food, which products would you recommend someone to try?
“Always the muensters; creamy, melty and an all-rounder. There is original and smokey flavour, we use on platters, casseroles, pizza, toasties and I have been playing around with desserts!”
AVS Organic Foods is a “strong advocate for animal welfare”. Why is it important for businesses like AVS Organic Foods to be strong advocates for animal welfare?
“Because animals are awesome and I can’t bear the idea they are harmed. I try to support the fundraisers of rescue organisation when I can, if there are any out there that want to connect and see how I can provide some backing [they can] message me.
I hope that the products can be a stepping stone for people to reduce their consumption of animal foods.”
According your website, “compassion and love are the strengths that we want to see in the future”. What does the future hold for AVS Organic Foods? Can you reveal any new developments or upcoming new products we should keep an eye out for?
“There are some big things happening; some new products that help consumers be more in charge of how they are used and others being updated for improved flavours.
Plus, I am not sure if you are aware I also do contract manufacturing through Ethical Manufacturing, AVS sister company, and there are some very cool products being ear-marked for this year including gluten free dumplings/dim sims…You didn’t hear it from me!”
You can learn more about Melissa and AVS Organic Foods via the website. You can also purchase AVS’ products directly via the online store or locate your local stockist in Australia. Businesses that need “an ear” or want to collaborate with AVS are invited to contact Melissa directly. Rescue organisations are also invited to contact Melissa directly, too.
