KULA Foods 2024: Connecting People Back To The Roots of Where Our Food Comes!

In the heart of Vancouver's bustling culinary scene, a unique and vibrant brand has taken root, drawing from rich cultural traditions and personal history. Sprouted in 2018, KULA™ Foods is the brainchild of Asha Wheeldon, a visionary entrepreneur whose journey from Kenya to Canada has infused her creations with a deep sense of heritage and community. Asha's story begins in Kenya, where she was raised amidst the flavors and traditions of East Africa. Her path led her through the diverse landscapes of Toronto before she finally settled in British Columbia. Upon arriving in Vancouver, Asha yearned for the comforting tastes and vibrant atmospheres that reminded her of home. This longing ignited her passion to create something truly special. Drawing inspiration from her East-African family recipes, Asha envisioned more than just a food brand. She sought to craft an experience that transcended taste, fostering inclusion, representation, and connection through every dish. Thus, KULA Foods was born—a celebration of culture and community, offering delicious plant-based nourishment that tells a story. Join Delivery Rank as we delve into the journey of Asha Wheeldon and discover how KULA Foods is redefining culinary traditions, one flavorful bite at a time.

What inspired you to launch KULA Foods in 2018, and how did your journey begin in the world of plant-based foods?

After moving to Vancouver in 2015 from Toronto, I found myself looking for ingredients and food that reminded me of home. I grew up enjoying East African, Caribbean, and found Vancouver did not have as many options representing Afro Caribbean flavours and food options. I started my plant-based journey shortly after I moved to Vancouver so I started preparing traditional East African dishes I enjoyed with plants like legumes, and vegetables and would invite new friends to dine together. My journey to launching Kula began as a personal need that became a community for more diverse plant-based options.

How do you see plant-based eating evolving in the future, and what role do you envision KULA Foods playing in this transformation?

As the demand for plant-based options grows, so is the need for more culturally diverse flavours with focus on nourishment and convenience. KULA is set to offer options with unique flavours bringing forward the use of accessible ingredients, making it easier to incorporate more plants for communities around the world. We are in a good position to introduce new flavours with nutritional function. 

You aim to create space for diversity beyond the ethnic aisle. Can you share more about this mission and why it's important for the food industry? 

I often find myself walking through grocery aisles wondering what it would be like if we see the “ethnic” aisle expand to share food from around the world in major and independent grocery stores. We need to see more African, Caribbean flavours on shelves. Not only will this create more inclusion for African diaspora communities, it will bring more access to the larger communities. There are an abundance of options that are rich, vibrant and delicious that should be welcomed. It serves us all!

What are some of the biggest challenges you faced when launching and growing KULA Foods, and how did you overcome them?

The first 3 years the biggest challenges we faced was getting folks’ buy-in to try our food. We face resistance due to unawareness of East African food in Vancouver. We’ve focused on storytelling and education to share more knowledge to build more demand and awareness. Our current challenge is capital as we scale and expand into larger grocery and retail spaces in Canada and the U.S.

What are your future plans for KULA Foods? Are there any upcoming products or expansions that you’re excited about and can share with us?

KULA is expecting expansion into more food spaces and additional product lines that will make it more convenient for folks to incorporate more KULA flavours and proteins. We are working on product expansion and enhancement of our current products

To read more about KULA Foods, please visit https://kulafoods.ca/