Dairy Dialog podcast 76: Willicroft and Liquid Retail

By Jim Cornall contact

- Last updated on GMT

Related tags: coronavirus, COVID-19, Cheese, plant-based

This week we have two features on the podcast, we spoke with Brad Vanstone, owner and founder of Willicroft, a cheese-alternatives brand and store in Amsterdam, the Netherlands, and we also have a chat with Richard Nicoll, chief commerce officer and managing director of Dubai-based consultancy Liquid Retail, about the coronavirus pandemic and how it’s affecting the Middle East and beyond.

Liquid Retail

Liquid Retail is a consultancy based in the United Arab Emirates, with offices in Saudi Arabia and India. The company has developed OmniCommerce, OmniCommerce, an integrated approach to marketing at retail that puts the shopper at the center of a seamless experience across all sales channels.

The company works with many of the region’s brands to create ideas and strategies that deliver sales, wherever and whenever shoppers shop — in-store, online on social media and across marketplaces.

Richard Nicoll has worked in retail insights for many years, including at Saatchi & Saatchi and Publicis in China, and is widely regarded as an expert on all things eCommerce and retail in the Middle East & Asia.


In 2018, Brad Vanstone founded Willicroft – named after his grandparents’ farm in Devon, in the UK. Vanstone had turned to a plant-based diet but was struggling with cheese.


So, after much experimentation, he made his own plant-based alternatives. He was happy enough with the results that he set up a business selling them, and the company now has a variety of cheese alternative products – This is not Cheese Fondue, This Is Not Cheese Sauce and This Is Not Truffle Sauce, as well as other styles of cheese alternatives – for sale in stores.

They are also available in the company’s store, Willicroft, the first and only plant-based cheese store in Amsterdam, the Netherlands. As well as its own products, the store sells plant-based cheese-alternatives from other artisan producers across the Netherlands.


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