About Us — Our Story
Fourways, Johannesburg · Est. with love
Food that nourishes
without compromise
We didn't set out to change how you eat. We simply wanted to show you what food could be — honest, generous, deeply satisfying, and kinder to everything it touches.
Where it began
A kitchen, a conviction, and a commitment to excellence.
It started — as most genuine things do — not with a business plan, but with a belief. That you could take the food people already loved, the warm, spiced, golden-pastried comfort of a samoosa, the heft of a proper pie, the fragrant depth of a biryani — and make it entirely from plants, without sacrificing a single thing that made it joyful.
Our founders, well-travelled, widely read, and quietly passionate, had long understood something that the food world was only beginning to catch up with: that plant-based eating is not an ideology to be preached. It is simply a way of eating well. And when done with skill and integrity, it is extraordinarily delicious.
So they cooked. And people came back. Then they came back again.
"We never wanted to convert anyone. We wanted to feed them — really feed them — and let the food speak for itself."
— The Founders
Long before the shelves and the supermarkets, there were the weekend markets in Johannesburg, the smell of spice on the air, strangers becoming regulars, regulars becoming friends. It is where we learned what people actually want: something real, something that tastes like someone made it with their hands and their whole attention.
Our vegetarian samoosas, pies and biryanis found their loyal following there — among meat-eaters and plant-lovers alike — and eventually found their way onto shelves in select Spar stores across Midrand. Not because we chased scale, but because word simply spread the way good food always does.
When Covid arrived in 2020, it took our beloved Midrand shop with it. That loss was real. But it did not take our purpose. It clarified it.
What we stand for
A few things we will never compromise on
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01
100% Plant. Always.
When we were asked to add meat to grow faster and reach new markets, we said no. The brand means something because it stands for something. That doesn't change.
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02
Affordable nourishment
The idea that plant-based food is a luxury is a myth we intend to dismantle, one plate at a time. Good food must be accessible — especially to young people, students and families.
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03
No preaching. Ever.
You eat what you eat. We simply invite you to try something that might surprise you. No judgement. No agenda. Just honest food, honestly made.
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04
People before profit
We are a company run by people who live our philosophy, raise glasses of good wine, and lie awake thinking about hungry children. The numbers matter — but they are never the point.
Something exciting is here
Not a substitute. An arrival in its own right.
We are not trying to out-chicken a chicken. We are not chasing the burger market. What we have done, slowly and obsessively in our dedicated plant-based kitchen in Fourways, is develop something that earns its place on any table entirely on its own terms.
Our soy fillet, soy strips and soy nuggets — finished in our house-made soy crumb coating — are golden, satisfying, genuinely flavourful, and rich in protein. They cost less than meat. They are better for the planet. And frankly, they are just delicious.
This is food for the student feeding herself between lectures. For the family stretching a budget without shrinking a meal. For the curious meat-lover who wants to know what all the fuss is about. Come as you are. Eat well.
- Plant-Based Fillets
- Plant-Based Strips
- Plant-Based Nuggets
- Plant-Based Crumbs
- Plant-Based Chunks
- Plant-Based Mince
MITRAS
Mitras is one of the oldest names in human spiritual memory- an Indo-Iranian deity of light, covenant,and abundance,revered across Vedic,Zoroastrian,and Roman traditions.The name has travelled from the steppes of ancient Persia through India, through Rome,across the ancient world, carried by soldiers,merchants and seekers. Sri is the sacred Sanskrit honorific of blessing and auspiciousness-the feminine grace before a sacred name. Sri Mitra means blessed covenant, sacred abundance.
This name carries a specific and ancient association with harvest and plenty.
Mitras wears the Phygrian cap, an ancient symbol of the free person and the solar gaze of Mitra is towards the light, toward what is true.
Made in South Africa Made with intention. Made for everyone.
We operate out of a dedicated plant-based unit in Fourways, Johannesburg — a space built entirely around one idea: that food made without harm can still be food made with joy. We meet our customers at farmers' markets, in Spar aisles, and soon, we hope, at university canteens and family dinner tables across the city. However you find us, we are glad you did.
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