High-quality food at near-wholesale prices — without the high-street markup.
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.
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.
