They may have also seen documentaries showing how plant-based eating can reverse disease ( What the Health) and offer up an edge to high-performance athletes ( The Game Changers), or how our food choices impact the planet ( Seaspiracy).
Pierce calls them “explorers”-those consumers who do eat meat but are open to trying vegan foods (and are often pleasantly surprised by the taste). “Companies like Impossible and Beyond definitely paved the way by introducing these products in mainstream places like fast-food outlets and Starbucks. “I don’t think we could have launched this business, as successfully as we have, three or four years ago,” Pierce says. Of course, it has also helped that the vegan products industry has bloomed right along with consumer demand. Our audacious vision is to be like a Walmart or Amazon, in terms of infrastructure, retail, distribution, etc.” We ultimately want to get into other vegan categories, like cosmetics and clothing. “We’ve grown significantly in the last year, and I think now we’re the largest player in our space-starting off in retail, now with wholesale growing, and even launching our own private-label line. “It’s been a crazy, wild ride,” Pierce says. It all added up to a perfect storm for success. Simultaneously, immunity-conscious shoppers were seeking healthier and more sustainable options, restaurants and slaughterhouses alike were slowing or halting production, and the vegan food space was skyrocketing. As traditional food shopping felt fraught with uncertainties and consumers grew increasingly comfortable with getting their groceries delivered, they were also reevaluating their lives and changing their lifestyles in the face of a worldwide pandemic. On May 15, 2020, GTFO It’s Vegan made its debut-and soon found incredible success. But the pandemic also proved something of a boon to the Pierces’ new business: With everyone stuck at home, they accelerated the launch, bringing on a small team to build out a retailer website and connect with vendors. Just as the husband-and-wife team were ready to introduce their concept, COVID-19 upended the world in early 2020. Our mission is to offer vegan everything for everyone in the world, while making a meaningful impact on environmental sustainability.” Pandemic Potential “My wife wanted to do something entrepreneurial, and she came up with the idea of launching an online wholesaler/retailer focused on vegan and plant-based.
#GTFO DEFINITION FULL#
“We were already moving into flexitarian, but when we moved from Chicago to California, it was much easier to get access to vegan products, and we made the full conversion to vegan over a couple of years,” Pierce recalls.
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His own journey started when his wife, Tanya, signed them up for a vegan diet, and he found that his previous heart-health problems disappeared with this new lifestyle. With thousands of grocery items on offer at his online outlet, the Newport Beach, California-based GTFO It’s Vegan, Marc Pierce has become an accidental authority on all things vegan.
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