Our Story
From Our Home Kitchen
Vince started at our kitchen table, when I realised that as a chef, I didn’t just want to cook good food,I wanted to make it easier for others to eat more vegetables. I’d seen firsthand the impact it had on my own family’s health, and I couldn’t ignore how much of a compromise “convenience food” had become.
The Fight for Better Food
We aren't just making dinner easier; we’re fighting the good fight.
We're fighting against hidden nasties in processed foods, fighting the battle to get more veg into the kids, and fighting for a more sustainable way to eat.
We’ve cut the prep, not the standards: chef-level flavour without hours in the kitchen.
What exactly is Vince?
Vince is a vegetable mince that helps you add more veg to the meals you’re already making. It’s not trying to be “fake meat” – just real vegetables, made easy to use and easy to enjoy.
Whether it's tacos, bolognaise, shepherd's pie, mince-style pizza topping – you name it, we’re here for it!
Who is Vince For?
Vince is a little "chameleon chef" in your pocket, designed for anyone who cares about health, sustainability, and getting more fibre into their day:
The Busy Household & Parents:
For those nights when you need to sneak extra veggies into a picky eater's dinner without the argument.
Campervan Travellers & Adventurers:
Lightweight, shelf-stable, and requiring no refrigeration, Vince is the ultimate "adventure fuel" for the road.
Students:
A budget-friendly, zero-waste way to eat actual vegetables between lectures without needing a massive grocery haul.
Young Professionals:
For the "desk-to-dinner" transition when you want a nutrient-dense meal in minutes, not hours.
Meat Eaters:
Whether you’re going hunting or simply want to "bulk out" your mince dishes to include vegetables, Vince adds a massive hit of fibre and flavour.
Vegans & Vegetarians:
A whole-food alternative for those looking for diversity beyond highly processed "fake meats."
From the Chef’s Kitchen
Vince wasn't created in a lab; it was perfected in a kitchen.Our founder, Debs, is a professional chef who saw firsthand how difficult it was to maintain a vegetable-heavy diet without hours of prep.
She combined her culinary expertise with a passion for nutrition to create a product that tastes like a home-cooked meal because, technically, it is.
Fighting Food Waste
Roughly one-third of fresh produce is wasted before it ever reaches a plate. By air-drying our vegetables, we extend their life from days to months, ensuring that the hard work of our farmers ends up in your belly, not a landfill.
We’ve done the chopping and the prep so you can enjoy farm-fresh quality directly from your pantry.
Don’t Just Take Our Word For It
We’re pretty proud of what we’ve built, and it turns out the experts are too. Vince has been a regular on the podium since we launched:
Winner: Northland Business Excellence Awards (Innovation) 2019
Finalist: NZ Artisan Awards 2020
Winner: NZ Food Awards 2021 (Pantry)
Silver Award: Outstanding Food Producer Awards 2021
Bronze Award: Outstanding Food Producer Awards 2021
The Vince Promise
We believe in real food, made easy. No fillers, no mystery ingredients, and no compromises. Whetheryou’recutting back on meat, living in a van, or just trying to survive a Tuesday, Vince is here to help you eat more of the good stuff.
