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 — Smithfield for meat, New Covent Garden for produce, Billingsgate for fish — buying alongside the traders, learning how a city actually feeds itself, and coming home at sunrise with crates of mangoes I didn't know what to do with. Later I helped a delivery team in Asia think through some properly complicated food problems — like getting restaurant orders out during monsoon season. I helped out on a food-innovation sprint at Imperial College London's nutrition department, alongside Bulgarian biotech GlycanAge. And most recently: put a sandwich on the menu at a 50-year-old Italian deli in London. Not a chef, not a farmer — just someone who keeps circling food.
