How we scaled a plant-based dairy brand to a national exit.
Role: Co-Founder & Operator
Outcome: Acquired by Above Food (NASDAQ: ABVE) in 2021
Focus: Strategy, Brand Architecture, Operations
Role: Co-Founder & Operator
Outcome: Acquired by Above Food (NASDAQ: ABVE) in 2021
Focus: Strategy, Brand Architecture, Operations
Overview:
The Journey Culcherd began as a kitchen concept, a mission to create honest, fermented plant-based dairy. But a great product alone doesn't win on the shelf. To scale from independent grocers to national distribution, we needed to transform Culcherd from a "local favorite" into a "category leader."
This case study isn't just about a logo redesign; it is about the operational and creative strategy that took us from a shared kitchen to over nationwide retailers and a successful exit to Above Food.
Phase 1: The Strategic Pivot (Packaging as a Growth Engine)
By 2020, we had the taste, but we needed the velocity. We audited the shelf and realized our original branding was too quiet. We needed a system that shouted "Premium" and "Healthy" simultaneously.
I wore two hats during this pivot: Brand Manager (Strategy) and Photographer (Execution).
The Strategy: We moved away from the "alternative" aesthetic and leaned into "culinary craft." We needed to signal to both vegans and flexitarians that this was a high-end, fermented product—not a compromise.
The Execution: We collaborated with Modern Species to build a visual identity that was scalable. We replaced generic plastic tubs with custom paper-based packaging, signaling sustainability and premium quality instantly.
Phase 2: Operational Grit & Scale
A beautiful brand is useless if you can't fill the orders. While we were refining the visuals, we were simultaneously rebuilding our backend.
Manufacturing: We scaled our production facility, moving from manual filling to automated lines to meet national demand for retailers like Whole Foods and Sobeys.
Velocity: We didn't just sell in; we sold through. I led the commercial strategy, managing brokers and demo teams to ensure that once the new packaging hit the shelf, it moved.
Phase 3: The Exit (Above Food)
In July 2021, our growth caught the attention of Above Food Corp (NASDAQ: ABVE). They weren't just buying a cheese company; they were acquiring a brand platform to anchor their plant-based dairy division. The acquisition allowed us to integrate with their vertically integrated oat supply chain, taking the vision we started in a kitchen to a global stage.
Collaboration
We collaborated with an incredible team to bring this vision to life:
✏️ Design: Chloe Yeo, Brady Bone, and Gage Mitchell of Modern Species – crafting a visual identity that felt artisanal, clean, and premium.
📷 Photography: Myself (Tim D) and Jessica E – capturing the essence of the product with rich, natural, and inviting visuals.
🧀 Brand Management: Myself and Elizabeth Gallagher – shaping the overall direction and ensuring consistency across every touchpoint.
✏️ Design: Chloe Yeo, Brady Bone, and Gage Mitchell of Modern Species – crafting a visual identity that felt artisanal, clean, and premium.
📷 Photography: Myself (Tim D) and Jessica E – capturing the essence of the product with rich, natural, and inviting visuals.
🧀 Brand Management: Myself and Elizabeth Gallagher – shaping the overall direction and ensuring consistency across every touchpoint.
The Details
This project was a testament to the power of strategy meeting craft - where business goals and creative execution worked hand in hand. Managing multiple aspects of this rebrand allowed me to bring together vision, storytelling, and attention to detail, ensuring that everything - from the way the packaging sat on a shelf to how it was perceived in a digital ad - felt cohesive and intentional.
The Result
A refined brand that not only looked beautiful but also performed in the market, helping to grow Culcherd’s retail presence and strengthen its connection with customers.
Seeing a brand through every stage - from concept to execution, from strategy to final imagery - is what I love most about my work. It’s about crafting a story that feels as good as it looks - and ensuring every detail tells that story with clarity and impact.
Culcherd
Culcherd wasn’t just another project, it was a business I co-owned and actively grew alongside my business partner, Liz Gallagher. Together, we worked on scaling the brand, expanding our national footprint, and ensuring Culcherd became a recognized name in the plant-based food industry.
Strategic Growth & Expansion
📈 National Retail Expansion – Oversaw sales strategy, broker partnerships, and distribution, securing major national retailers like Whole Foods and expanding Culcherd’s presence across Canada.
🏭 Scaling Manufacturing – Worked on optimizing our production facility, collaborating with food scientists and plant engineers to improve product development, efficiency, and quality control.
🛠 Team & Operations Management – Managed teams both internally and externally, ensuring smooth operations across sales, marketing, and production.
🎯 Brand Positioning & Marketing – Directed marketing strategies, consumer research, and product scaling initiatives, ensuring Culcherd stood out in the competitive CPG space.
🏭 Scaling Manufacturing – Worked on optimizing our production facility, collaborating with food scientists and plant engineers to improve product development, efficiency, and quality control.
🛠 Team & Operations Management – Managed teams both internally and externally, ensuring smooth operations across sales, marketing, and production.
🎯 Brand Positioning & Marketing – Directed marketing strategies, consumer research, and product scaling initiatives, ensuring Culcherd stood out in the competitive CPG space.
Through a combination of strategic growth, operational excellence, and strong branding, we transformed Culcherd into a nationally recognized plant-based brand, securing major retail deals, expanding manufacturing, and strengthening consumer trust—all while staying true to our craft and mission.
Recognition
🧀 NEXTY Award Finalist for Best Dairy Alternative (Everything Bagel) at Expo West 2022
🧀 Chatelaine Magazine
🧀 Toronto Life Magazine
🧀 Edible TO magazine
🧀 Food & Drink - 2020 Early Summer Issue
🧀 Strategy Magazine
🧀 VegConomist
🧀 Canadian Packaging
🧀 Clear Life Magazine
🧀 Toronto Guardian
🧀 Ontario Vegan Magazine
🧀 Fresh City Farms - Blog - “Toronto is going crazy over this vegan company”
🧀 Vegan Ontario Magazine - cover
🧀 Food in Canada
🧀 Canadian Grocer
🧀 Kawartha Now
🧀 VegConomist
🧀 Chatelaine Magazine
🧀 Toronto Life Magazine
🧀 Edible TO magazine
🧀 Food & Drink - 2020 Early Summer Issue
🧀 Strategy Magazine
🧀 VegConomist
🧀 Canadian Packaging
🧀 Clear Life Magazine
🧀 Toronto Guardian
🧀 Ontario Vegan Magazine
🧀 Fresh City Farms - Blog - “Toronto is going crazy over this vegan company”
🧀 Vegan Ontario Magazine - cover
🧀 Food in Canada
🧀 Canadian Grocer
🧀 Kawartha Now
🧀 VegConomist
“Forget the butter versus margarine debate and try this pure and nourishing butter made in Toronto”
Lisa Borden Village Living Magazine
Lisa Borden Village Living Magazine
“I enjoy having Culcherd's vegan butter ... guilt free. Makes being Vegan Keto easier!”
Dr. Sanjeev Goel Medical Doctor
Dr. Sanjeev Goel Medical Doctor
“Whether you’re vegan or not - these dairy free cheeses are so damn delish!”
Jann Arden - singer-songwriter and actress
Jann Arden - singer-songwriter and actress
“You have set a new gold standard for vegan cheese and butterless butter … a standard that tastes decadent and incredible!”
Christine Couvelier Executive Chef & Global Culinary Trendologist
Christine Couvelier Executive Chef & Global Culinary Trendologist
"Our family loves Culcherd! Its versatility in the kitchen makes it a great dairy-free alternative for so many dishes and snacks. Even if you eat dairy, it is a great addition to any meal."
Josh Gitalis - Ba(H) CNP RNCP/ROHP IFMCP
Josh Gitalis - Ba(H) CNP RNCP/ROHP IFMCP
“There is nothing like Culcherd! Having been off dairy for the better part of the last 15 years, cheese was something I missed most. Culcherd’s creamy, smooth, rich tasting spreadable cheeses fill that gap and go beyond it. That these cheeses are fermented offers a digestive perk! Dairy and non-dairy eaters alike will delightfully savour this exceptional goodness, made and packaged with beautiful care."
Meghan Telpner - Founder of the Academy of Culinary Nutrition
Meghan Telpner - Founder of the Academy of Culinary Nutrition
“Wow - standing ovation! I was promised a buttery experience and it certainly delivered!”
Jared Kligerman - The Think Tank Marketing Agency
Jared Kligerman - The Think Tank Marketing Agency
