Let Them Eat

What Let Them Eat does

Let Them Eat is a privately held, founder-led vegetarian and vegan food business operating in Adelaide, South Australia since 2008, structured as the Agius Family Trust and co-founded by Dani Frankish (Executive Manager) and Tanya Agius (Head Chef). The company produces handmade, scratch-cooked plant-based food free of chemicals and preservatives, sourcing over 80% of produce from South Australian suppliers, with a catalogue of 82+ SKUs including 49 vegan and 34 gluten-free items spanning fritters, patties, salads, tarts, pastries, cakes, cookies, and condiments. Operations incorporate sustainability features such as 100% compostable packaging, reusable clear plastic lids replacing cling wrap, and reusable coffee cups, which collectively eliminate an estimated 1.4 tonnes of cling wrap and 3,500 aluminium coffee bags from landfill annually and earned the 2023 Plastic Free SA Championship Award.

The business operates across nine-plus distribution touchpoints: five physical retail stores in Adelaide (including Central Market, Burnside Village, James Place, and Norwood Place, three of which are open seven days a week with dine-in and coffee), two farmers markets (Adelaide Showgrounds on Sundays and Stirling on the fourth Sunday of each month), wholesale listings in selected IGA and Foodland supermarkets and gourmet/health food stores, a dedicated corporate and functions catering division with its own website, and a custom-made mobile food truck named Aubie launched in 2024 for event and festival catering. Click & Collect online ordering provides free next-day pickup across all store and market locations, while a 30-cent discount incentivizes reusable cups and containers.

Revenue is generated through unit-priced retail food sales ($3.50-$22.00 per item), wholesale to supermarket delis, project-based corporate and private event catering (quotes on request), festival and event catering via the food truck, and seasonal gift packs. Customer segments span health-conscious individual consumers and families, corporate and office clients, event organizers and private functions, and retail grocery shoppers across a horizontal segmentation approach. The company is geographically concentrated in Adelaide and South Australia with no disclosed external funding, no parent company, and a 14-person headcount supporting multi-channel operations.

Name

Let Them Eat

Legal name

Agius Family Trust t/as Let Them Eat

Website

https://let-them-eat.com.au

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Let Them Eat is a privately held Adelaide, South Australia vegetarian and vegan food business, founded in 2008, that produces handmade plant-based meals from local ingredients and sells them through five retail stores, two farmers markets, wholesale to supermarkets, corporate catering, and a mobile food truck.

Ownership category

akta.pro rank

Product category

Vegetarian & Vegan Food Services

NAICS

Other Specialty Food Retailers (44529), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Plant-Based & Vegan Fast Casual (THAFABAK)

akta.pro secondary industry

Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC)

Keywords

• Vegetarian food retail
• Plant-based catering
• Vegan ready meals
• Corporate event catering
• Locally sourced ingredients

Headquarters

HQ city

Mile End

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Retail Food Sales: Direct sales through five physical store locations, two farmers markets (Adelaide Showgrounds and Stirling), and online Click & Collect ordering. Products include ready-to-eat meals, snacks, baked goods, salads, and beverages consumed in-store or taken away.
2. Wholesale Distribution: Products sold through deli sections of selected supermarkets including IGA stores and Foodland group (Frewville, Norwood, Pasadena, Brighton, Barossa Fresh) plus gourmet and health food stores across Adelaide region.
3. Corporate Catering: Full-service catering for corporate events, functions, weddings, and private gatherings. Menu includes lunches, morning teas, afternoon teas, snacks. Beverages packages available. Services provided at venues, offices, and private homes.
4. Food Truck Events: Mobile food truck (Aubie) available for event catering at festivals, private functions, and weddings across Adelaide.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels6 records

Core offering

Let Them Eat manufactures and sells handmade, scratch-made vegetarian and vegan food products including fritters, patties, salads, tarts, pastries, cakes, cookies, and condiments. Products are sold through five physical retail stores in Adelaide, farmers markets, a Click & Collect online ordering service, wholesale distribution to supermarkets, corporate and private event catering, and a mobile food truck. The company specialises in plant-based, locally sourced meals free of chemicals and preservatives, with extensive vegan (49 products) and gluten-free (34 products) options.

Product overview

Let Them Eat is a vegetarian and vegan food business offering handmade, nutritious food made from scratch using high-quality local ingredients. The product portfolio centers on a core range of food products (fritters, patties, salads, tarts, pastries, cakes, cookies, condiments, and beverages) sold through multiple channels: five retail stores in Adelaide, farmers markets (Adelaide Showgrounds and Stirling), a Click & Collect online ordering service, supermarket distribution, and a mobile food truck (Aubie). Additional services include Corporate Catering for office events and Functions & Events Catering for weddings, parties, and gatherings. The company emphasises plant-based, locally sourced ingredients and compostable packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Vegetarian & Vegan Food Products Handmade, nutritious vegetarian and vegan food including fritters, patties, salads, tarts, pastries, cakes, cookies, and condiments. Products are made from scratch using high-quality local ingredients free of chemicals and preservatives. Range includes 82+ products with 49 vegan and 34 gluten-free options, sold at retail prices from $3.50 (Hand Rolled Falafel) to $22.00 for meal-sized items.
• Click & Collect Online ordering service allowing customers to pre-order cold food items for next-day pickup at stores or markets. Orders placed before 4pm are available next day at locations including Central Market, Burnside Village, James Place, Norwood Place, Adelaide Showgrounds, and Stirling Market. Free service with no additional charge.
• Corporate Catering Customised catering service for corporate events including individually packed meals, office catering, finger food, canapés, breakfasts, lunches, and dinners. Offers full-size and miniature versions of signature products with various dietary options to meet different budgets and dietary requirements. Awarded Best Catering in City of Burnside for two consecutive years.
• Functions & Events Catering Catering for events of all sizes including weddings, birthdays, office functions, and baby showers. Features fresh, house-made food with on-site service at private homes, offices, and event venues. Includes drinks packages and options for vegetarian, vegan, meat, and seafood menus with tailored menus for budgets, tastes, and dietary requirements.
• Food Truck Aubie Mobile food truck service for events, festivals, and private functions. Custom-made self-contained truck serving vegetarian range from stores and catering packages with options for all dietary requirements. Available for festival catering, weddings, and private functions across Adelaide.
• Event Catering Attends and caters major Adelaide festivals and events including Adelaide Festival, Laneway Festival, WOMADelaide, Harvest Rock, Handpicked Festival, and various other music and cultural events throughout Adelaide.

Quantifiable outcome

• 95%+ quality score from Quality Business Awards with five-star ratings for Customer Satisfaction, Service, Reputation, and Quality
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Yulli's Brews & Bites: Sydney-based vegetarian restaurant and bar offering a plant-based menu with dine-in, takeaway, and event catering. Comparable vegetarian food and catering offering, but geographically concentrated in Sydney rather than competing directly with Let Them Eat in Adelaide.
• Nourishing Cup: Vegan café and catering business offering plant-based meals, baked goods, and event catering in regional Victoria. Comparable as a small-scale vegan food business combining retail and catering, though geographically distant from Let Them Eat's South Australian footprint.

Emerging players

• Pana Organic: Australian plant-based confectionery and snack brand producing vegan chocolate, protein bars, and spreads sold through retail and foodservice channels. Overlaps with Let Them Eat's plant-based, locally-made positioning and wholesale retail presence, though focused on shelf-stable packaged goods rather than prepared meals.

Direct peers

• Soul Origin: Australian fast-casual health-focused café chain with multiple locations, offering salads, wraps, and freshly prepared meals. Highly comparable to Let Them Eat's dine-in, takeaway, and Click & Collect model with a similar health-and-convenience value proposition.
• Lord of the Fries: Australian vegan fast-food chain with dine-in stores across multiple states, offering plant-based burgers, fries, and sides. Direct competitor to Let Them Eat's plant-based fast-casual positioning and multi-store retail model, though Lord of the Fries focuses on hot fast food versus Let Them Eat's broader prepared-meal and catering mix.
• Smith & Deli: Melbourne-based vegetarian and vegan deli and restaurant offering plant-based prepared foods, sandwiches, and pantry items. Comparable as a specialty vegetarian/vegan retail-food business with dine-in, takeaway, and packaged product lines, though based in Victoria rather than South Australia.

Broad incumbents

• About Life: Established Australian health and organic food retailer with multiple stores across Sydney and Brisbane, offering grocery, fresh produce, and prepared foods. Comparable retail footprint and health-conscious customer base, though operates as a broader grocery rather than a vegetarian/vegan specialist.
• Loving Hut: International vegan restaurant and café chain with Australian locations offering plant-based fast casual meals and packaged products. Comparable plant-based fast-casual model with multi-channel retail, though operates as a franchise network rather than an independent regional player.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Let.them.eat.vegetarian
• Instagraminstagram.com/let_them_eat
• LinkedInlinkedin.com/company/let-them-eat

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Let Them Eat