Baking Business This month we hear from one of our trademark clients, Michelle Orme from The Vegan Cakery, on how she started a vegan business, and where the passion behind it came from
p until starting out on this path, I didn't realise I didn't know what my purpose was. I thought of establishing The Vegan Cakery about two and a half years ago with the main driving force being to raise money for animal charities. After spending a lot of time developing my original recipe we decided to go for it. The other main passion behind the Cakery is to make vegan cakes mainstream. For far too long, vegans have been required, almost expected, to settle for second, third or even fourth best, and that's ludicrous. Marc and I are vegan because we do not want to contribute to animal abuse and exploitation. We're unbelievably passionate about trying to make a difference. When nonvegan customers tell me The Vegan Cakery's products are as good as any which use animal/dairy ingredients, I like to tell them anything from The Vegan Cakery is better than anything 'regular' as the products are cruelty-free, and that's so important. Why did you decide to apply for the international vegan trademark? Having the international vegan trademark is a true validation to customers that they are buying a 100% vegan product from a business; it helps instill confidence in consumers and we’ve definitely seen that trust in the trademark over the past couple of years. The trademark is important to me, as a business owner and a consumer. When we’re out shopping, and there are two similar products of which only one displays the international vegan trademark, we always – without exception – buy the one which has the trademark. Unfortunately, like in any walk
22 The Vegan | Winter 2014
of life, there are some people purporting to produce and sell ‘vegan’ products purely to make money out of those of us with a conscience, but unfortunately their products may not always meet the strict criteria set by The Vegan Society. If people look out for the international vegan trademark they can be totally confident in their purchase. Thank you for making The Vegan Society your ‘Charity of the Month’ for November. How did this initiative come about? My main priority is to raise money for animal charities, focusing on one charity at a time. This became ‘Charity of the Month’. There are so many kind souls out there sacrificing a huge amount to help animals whom I’d like to help, and I also support larger charitable organisations. We’ve chosen to feature The Vegan Society as ‘Charity of the Month’ for November as it neatly ties in with your 70th Anniversary. Being based in Leicester there’s a fantastic link with your founder Donald Watson. You are continuing to break new ground and I’m sure Donald would have been very proud of what you've achieved. On a personal note, I spent much time referring to your website while I was transitioning from vegetarian to vegan, and it was a massive help. The Vegan Cakery will do anything to help support The Vegan Society. We think you're all pretty awesome! Visit The Vegan Cakery website: vegancakery.com, follow them on Facebook at facebook.com/TheVeganCakery and on Twitter @vegancakery.
The magazine of The Vegan Society