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Elevator Talk: Wholly Veggie Aims for White Space in Plant-Based Appetizers and Meals


Our Elevator Talk pitch series showcases up-and-coming food and beverage brands within the industry. Meet the founders behind the hottest brands hitting the market and hear their plans to stand out on shelves. You can catch this series on NOSH.com and the NOSH YouTube channel with new pitches shared every week.

John Bonnell is the co-founder of Wholly Veggie, a Canadian company making vegetable-based snacks, appetizers and meals aimed at bringing convenient, plant-based options to consumers’ plates. The company is seeking to serve flexitarians and wellness consumers that are looking to reduce meat in their diet, by delivering products that fill white space in plant-based sets across categories. Wholly Veggie’s latest product line is gluten-free, frozen cauliflower bites, with plans to launch a new line of meals later this year. The brand is available coast to coast in Canada and is launching nationwide with Target in the U.S. The founders are open to working with a strategic investor that understands the U.S. retail and distribution landscape and can help open doors for the company.


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