High-quality food at near-wholesale prices — without the high-street markup.
We're launching in
the first Sofia neighbourhood to fill up.
Sofia waitlist is open. We're starting small — one neighbourhood at a time. Sign up free, climb the queue, eat first.
Pick the shape of staple you like. Once enough neighbours pre-order, the drop ships at wholesale to a corner shop near you. Then you tell us how it was — and next time, your match is sharper.
Pick what you want. Then tell us how you like it — with a few simple chips, not producer names.
Each small farm needs a minimum number of orders before their truck rolls. Yours counts toward the goal. Hit it in time and the truck leaves; miss it and the slot rolls to the next one. Your card isn't charged until the truck rolls.
Walk in, say your name, walk out. We rent fridge space in a corner shop a few streets away.
Ten seconds of feedback after pickup — mouthfeel, flavour, order again? We learn your taste, then adjust what you get next time. The more you tell us, the closer the match.
Things you actually buy every week, grouped by category. Each category has 2–3 small producers behind it; you see the standard, not the supplier.
Quality you'd find at a boutique — at a price between supermarket and boutique. Personalised every drop, never a tin you didn't ask for.
No supermarket gauntlet, no boutique margin haircut. Sell what you make — get back actual taste feedback to keep getting better.
We rent a fridge from your nearest indie shop — they earn rent, gain footfall, and see weekly demand data on what their neighbourhood actually wants.
We're opening Sofia one neighbourhood at a time. Small first cohort, so we can vet the producers and run the slot mechanics tight. The earlier you're in line, the earlier you eat.
We're launching in
the first Sofia neighbourhood to fill up.
Free · no card required. Joining puts you on the list for the first cohort. Invite a friend and you both move up.
Bulgarian-Peruvian. Two cultures where food is everything — the flavour, the variety, what it does for people sitting around a table. I've spent years working with producers and small operators, and I'm a fanatic about cooking (lately, sandwich-engineering). I'm building Vitrina because the produce I want at home isn't easy to find without paying main-street markups — and the small farms making it deserve a real route to people who care.
I keep ending up around food. My first job out of school had me at London's wholesale night markets, sitting next to traders at Smithfield Market for meat, New Covent Garden Market for produce and flowers, Billingsgate Market for fish, watching how they worked and how a city actually feeds itself. Later I helped Gojek, Southeast Asia's largest delivery business, think through some properly complicated food problems, like getting restaurant orders out during monsoon season. Through nutrition-related hackathons I've run with Imperial College London's nutrition department, I've brought together a wide cast from across the food supply chain: seed specialists like Syngenta, retailers I pulled in like Waitrose, frozen-food giant Bird's Eye, staples producer Tate & Lyle, healthy-condiment brand Dr Will's, and a handful of indie packaged-food brands, all working out how to get things like a new wrinkled pea (a variety that lowers the risk of cardiovascular disease) into the food supply chain. And most recently, I put a sandwich on the menu at Gallo Nero, a 60-year-old Italian deli in North London. Although I'm not a chef nor a farmer, food is everything around me.
