Plant-Based Pioneer Shannon Martinez Is Taking Smith & Deli National, Launching a Wholesale Arm and New Degraves Street Outpost
Entering a new chapter, this plant-based innovator will supply vegan goodness nationwide, plus launch a new CBD venue.
Melbourne plant-based pioneer Shannon Martinez is set to make some of her biggest moves yet, taking her vegan-focused brand national for the first time. Having worked as a chef in Melbourne kitchens for the past 25 years, Martinez became a household name thanks to her two veggie-only businesses, Smith & Daughters and Smith & Deli.
Now, a new wholesale arm, Smith & Kitchen, is here. The goal? Supply hospitality businesses around the country with premium plant-based products, from restaurants and cafes to other food-related venues. The move has been made possible by impact investor Kelly Jarrett, a long-standing advocate for sustainable food systems.
"I've had numerous enquiries from hospitality groups wanting to purchase my products, but I simply can't meet this demand from my small kitchen," says Martinez. "Outsourcing part of our production is the natural next step to support the industry in expanding its plant-based offerings."
Yet this significant expansion is also complemented by more news. Martinez is bringing the Smith & Deli name to Degraves Street, with a new venue expected to launch in April. Tucked into Melbourne's most famous laneway, this cosy 22-seat spot will bring a slightly different approach than previous ventures, focusing on rotating mains, salads and soups.
"We're not trying to convert everyone into a vegan, that's never been our mission. We want to make it easy to eat delicious food you can feel good about. And after 12 years since launching Smith & Daughters, we're ready to take that nationwide," says Martinez.
This next chapter comes at the right time, with 38 percent of Aussies in favour of more high-quality plant-based venues. Meanwhile, 35 percent believe reducing their meat consumption is one of the most effective ways to reduce their environmental impact.
Smith & Deli is expected to open in April on Degraves Street, Melbourne. Head to the website for more information.
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