Fans of popular Canadian meat alternative brand Yves Veggie Cuisine have been heartbroken after learning the entire product line is being discontinued.
And, even more upsetting to its many fans is that the news was shared in a comment from the company on a promotional Instagram post.
In response to a comment on its July 11 Instagram post promoting Yves as picnic food, the @yvesveggiecuisine account dropped this bombshell: "We want to let you know that we’ve made the difficult decision to discontinue the Yves Brand. This wasn’t a decision we made lightly – it was made after careful consideration of how we can best focus our efforts to ensure long-term growth across our brand portfolio."
The comment goes on to encourage the commenter to try some of the parent company's other brands, like baby food or Celestial Seasonings tea.
'It is absolutely awful how the parent company is handling this'
Over the ensuing weeks, consumers have been weighing in with anger, disappointment, and frustration in the comments, and vegetarian and vegan publications picking up the news.
"None of your other portfolio brands fulfill the niche that Yves does, it [would] probably serve you better to not be so dismissive of long time faithful customers," said @karen8mc.
"I’m sorry, @yvesveggiecuisine what?! A half hidden Instagram comment is the only brand announcement of imminent closure? What about the foodservice products? The thousands of restaurants that rely on Yves pepperoni or veggie dogs? You make the only vegan bologna, the only worthwhile veggie dogs, the best breakfast sausage," said @samarrag.
"Super disappointed with your decision as a company," chimed in @johnnyontrails.
"It is absolutely awful how the parent company is handling this. Not even a press release? These products have been a staple in the home of vegetarians and vegans in Canada for decades, and they can't even be bothered to let their customers know. My heart's goes out to the employees at Yves who will be losing their jobs to this poor decision," wrote @claudis_c.
Hundreds of comments make the same points and observations, and continue to land on the post.
At around 1:15 p.m. Vancouver time on Thursday, Aug. 28, the @yvesveggiecuisine account finally put up a farewell post.
"Thank you for 40 years of plant-based goodness. We couldn’t have done it without YOU!" begins the brand.
"From veggie dogs to deli slices, you welcomed us into your kitchens and made Yves part of your journey toward delicious, meat-free living. For that, we’re endlessly grateful," they continue.
"Unfortunately, we are announcing that Yves will begin its farewell from store shelves. While we’re still producing for now, you’ll continue to find our products through fall and into early winter 2025, as stores gradually wind down their stock," the announcement continues.
"💙 Thank you for your loyalty and support over the years, and we’re honored to have been part of your plant-based journey!" they finish (using the American spelling of "honoured").
V.I.A. had emailed Yves Veggie Cuisine's parent company, Hain Celestial Group, earlier Tuesday morning, but did not receive a response.
Yves Veggie Cuisine began in B.C. in 1985
Founded in B.C. in 1985 by Quebec-born Yves Potvin, Yves Fine Foods morphed into Yves Veggie Cuisine in 1992. Potvin is credited with inventing the veggie wiener, one of the Yves brand's staples.
Sales hit $35 million in 2002 and he sold the venture to Hain Celestial Group in 2003.
In ensuing years, Potvin continued to make waves in the plant-based food sector, founding Gardein (sold in 2014 to Pinnacle Foods Inc. which in turn sold to Conagra in 2018), and more recently, Konscious Foods.
Konscious Foods makes and sells plant-based seafood. That includes sushi rolls, onigiri stuffed rice snacks and poke bowls, which are sold at retailers across the U.S. and Canada, such as Whole Foods Market.
However, those in the Vancouver food scene may best know Potvin from his co-owner role at Pacific Institute of Culinary Arts (PICA); he bought the majority stake in 2018.
B.C. is home to many plant-based food businesses and product lines, but none with the current scope and reach of Yves.
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