Celebrating plant-based African food & culture across the continent

Asha Wheeldon is originally from Toronto, ON. After moving to Vancouver, found a major gap in food with African roots and flavours, so of course, she had to start a company to fill it!

That company is Kula and it has evolved in product, brand, and distribution since our original conversation with Asha in early 2022, but you can learn a lot from her journey here.

Justin Manning: Hello everyone welcome to another episode of VEG Networking Canada. We’re going to begin with our land acknowledgement, it’s important to honor and respect that many of us are located on the traditional unseated territories of many indigenous peoples of Canada. We’re going to begin another episode of VEG Networking Canada where vegan plant-based companies connect and collaborate. Today we have an amazing guest with us, she is a collaborative community builder extraordinaire through events and other mediums. She is actually a public speaker herself; she is an award-winning passionate plant-based food producer with a love affair for East African flavours and an all around positive force in our world, VEG Networking Canada is pleased to introduce the founder of Kula Foods. Welcome, Asha Wheeldon!

Asha Wheeldon: Thank you for that amazing introduction, Justin. Sandra, thank you for the invite. I’m super excited to be here today to connect and speak a little bit about my journey.

JM: Perfect segue into your journey.

Can you tell us a little bit more about your vegan or plant-based origin story?

AW: Yes okay, this is a big one. My journey actually began 12 years ago. So I was in Toronto. I grew up in Toronto for over 20 years, and while in college I transitioned to a vegetarian diet, and I think at that point I didn’t really understand the connection. I started meeting folks that were vegetarian. I don’t even think in my community at that point veganism and, you know, the land was resignated at that time. I was vegetarian for a couple years, and unfortunately, I did not continue; I did not sustain and moved along. But there was always this like feeling, you know when whenever I was presented with animal, you know, food. Although I consumed something, it did not sit well. I think that’s the spiritual sense that I didn’t necessarily have the language for at that time.

Fast forward, it was yeah five or six years ago I moved to Vancouver from Toronto on a project for something that I was working for at that time and shortly after I met my partner, my husband now and although he was not vegan, I connected with my extended family, my in-laws now who were active vegans. My brother-in-law worked with PETA for over 10 years and so as a major advocate, and I think that really inspired me because one of the first things we did was a Christmas holiday and I got a chance to like, I love cooking so what I should start with is my food story and my food story connects the community. So, a lot of what I learned is how to share space, how to celebrate our own cultures through food.

So, meeting my husband and his family brought that back. I think that again, that spiritual connection came back to observing the way they interacted and their relationship with animals and other humans and that cultural sense that really stayed within their family. The place they grew up in is in Nova Scotia, which, for anyone that’s visited Nova Scotia, there’s like that strong connection to communities. So, in some ways, it’s kind of like a circular thing that happened for me, which brought my childhood experience and love for my culture and food in general through my new family. So getting to know my brother-in-law more, like that connection really grew, and I started to really observe just need for change. Same with my mother-in-law, who was vegan for 10 years at that time, and yeah, I got a chance to present some of my favourite foods and I veganized them. I remember that whole Christmas was all plant-based, so I was able to do that, and it was so exciting, and, yeah, it stayed with me.

So we came back to Vancouver after the holidays and it really was like settling in a couple months later, almost a year I was pregnant with my daughter and automatically I knew there were some life changes that were going to happen for me and my transition started then. After she was born I started removing you know food off my plate that did not need to be there, did some more research and I felt so much better and it was again that spiritual connection of being a new mom and being able to plan out what sort of food she would also consume. It was super helpful and I think that story kind of led right to the next step, which is that cultural connection. Being new to Vancouver I was really looking for spices, ingredients and food that resonated with home and home in Kenya where I lived until I was 11 years old and Toronto where that’s really my hometown, which really talks to diverse food and food that I’ve been introduced to and so and that’s where Kula was born and so I wanted to introduce you know those diverse rich flavors to the Vancouver community and yeah we started that at Vancouver farmers markets, UBC farmers market, all with the goal of sharing more options and celebrating that on a togetherness piece.

Very long-winded answer but it’s a very connected process of why I do what I do right now.

JM: Absolutely and long answer as it should be. I mean you touched on the spirituality of and it’s also really interesting because you alluded to your mother-in-law and your brother-in-law and it just goes to show that when somebody does move towards or be in the whole vegan plant-based lifestyle, you never know what a positive effect it may have or that ripple effect that you’re going to have on somebody else. If they come in your life like you said, your mother-in-law and your brother-in-law were vegan well before you entered the scene and then look at what it created and look how that has transitioned from you into other people! So that’s absolutely amazing.

AW: Yeah actually and there was one conversation that often comes up for me, I think that’s when I connected and the general questions my mother-in-law was asking me because I was vegetarian and I think it was a way of saying I care. She also kind of probed as to what happened. Like, why did I stop consuming less animal and what are the changes and what are some of the things that stopped you. It was kind of, I didn’t feel like it was in a way to push me to being vegan, but it felt like she was trying to find a solution for me.

That conversation stayed with me for a long time, and it made me really think, why didn’t it work? And then I didn’t think about that for a long time. I think that vegan journey began for me earlier. I think I was just trying to reconnect to some of my experience in Kenya and what I learned from my family. It’’s interesting, and my husband, it took him a bit longer. I remember the last conversation before he made that switch. He went through the transition of cutting out dairy, cutting out meat and then fish and eggs. He was not cooking; I cooked mostly, so everything was plant-based, however outside of the house, he was still consuming dairy or anything else, and I asked the same questions: What’s stopping you? What’s happening? It was the first time where I saw him really think, and we just had a very honest conversation.

So you never know the kind of impact you can have. It all came out of love, right. But love for him and also understanding that this is a journey that he really wanted to make.

JM: We could have this entire conversation being about that specific way of asking great questions out of love instead of feeling. Like you’re pushing or having an ulterior motive that we don’t have, maybe we’ll do that another time.

We’ll jump right into the next question. You touched on what naturally led you into probably seeing that there wasn’t a type of food that you wanted to eat available so you thought to yourself, “Why don’t I create it?”

Can you tell us more about that spark to become an entrepreneur? And what are some trends that you’re noticing in your industry?

AW: 2018 was officially when we launched Kula. I think for any foodie like myself, one of the first things I do wherever I end up, I look for food and I got a chance to know try a lot of various options in Vancouver and it was superb, like the service was incredible and one thing I noticed is there were a lot of plant-based restaurants that were around and some cheese companies that I got to try, so very exciting times. But then on the flip side, I didn’t really see a lot of spaces that celebrated know African food and specifically East African cuisine. There were some spaces like Calabash that offered food from Jamaican and Caribbean food, and there’s some Ethiopian food places that I also love. However there’s an in-between that I didn’t really see.

I noticed that I’d have to go to New West to find these ingredients. I was missing Kenyan food! I noticed when I introduced our stews, our first product line, when we had friends over that would be one of the food items that I would always prepare with chapati, rice, kalau. These were very new to my friends and a lot of encouraging words came and while on the flip side I had this really overwhelming feeling that it was time for me to move on from my career at that point, which was in telecom, I knew I needed to change the way I used my time. As a new parent, so that means I needed more flexibility and then even more important, I needed to ensure that whatever I’m doing, it really aligned to where I was at and that value piece, so I wanted to have my own business.

I wanted to speak to who I am, you know, really speak to my spiritual sense and be able to give back to community. Ive always done that in my ways, whether it’s through my career or just involved in another project, but I felt really called to it. Overall, Vancouver is a place where it’s really bumping right now, but at that place at that time, I did not see a lot of black spaces or spaces that showcased cultures of those of African diaspora. I closed my eyes, leaped and started Kula. Quite grassroots in farmer’s markets, and I had no idea where I was going with that, but we just said, you know, the first two years we’re just gonna get in front of as many people as possible, and we did that through the markets.

You just don’t realize what you’re capable of. I would have my daughter with me because child care is a whole thing, and I would have her on my back and would be engaging and selling know and our sauces. I did that for two years, and now I have two kids, and I did the same thing with Luca. I’m really thankful for that. I think that really showed my dedication to this process, but also it’s a very special period that I’ll always remember. Very hard work, in some ways Hallie, my daughter, does remember some of those points, and our market remembers myself as that mom who had a kid in the back. I do this for them but also have that availability and to be able to contribute to the community.

JM: Well, I’m sure I speak for some others, but I personally remember the first time that I met you. It was exactly that, at a market. You had your child on your back, and I thought, man amazing. Then I tried the food, and I was like, oh my goodness. So, going from farmers markets maybe touch on where you’re at now but the next question is:

Where is Kula Foods going in the future?

AW: From farmers markets, organic growth through meal planning and working with other brands. In particular, a company approached us because they were looking to get into plant-based meats across the Lower Mainland. We did that, and that was a great testing ground for us to try different recipes. Since then, we’ve expanded into local retail shops, and our products have expanded, including meat alternatives and more sauces. At this point, my goal next is to figure out how to make this even more accessible. How to give us a communal experience. We launched Chop It Up with my friend Chris from Elbo Patties and Black Women Connect Vancouver.

Our goal with that is to tell the stories of food from different parts of the world and all the food stories of food producers and foodies in our community. And bring in anyone that’s interested in incorporating more plant-based foods in their lives. It’s a very interesting time right now, I’m planning the next phase which is kind of scary but looking at spaces that will integrate the offering of food retail services, we do that online right now, but we’re probably moving into a physical space. We’re also looking at holding ongoing classes with our local chefs. I would love to see that. This is a dream point now, and this is the first time I’m actually speaking to this with others outside of my family.

But my dream right now is to have to hold a space that has a cafe retail experience as well as our Chop It Up cooking series that will host different classes that incorporates all the producers in our community including children’s classes, elderly, non-profit groups. It’s really a big first step, but I can see it and, yeah, just kind of planning for it early stages.

Overall, for five years, I’m seeing Kula across Canada and the States, and we are continuing to break as much barriers to really tell stories. Near and dear to my heart is the African diaspora. I think that’s a very growing community around plant-based so we want to see that in Vancouver. We want to collaborate with other BIPOC producers in this community.

JM: Well you heard it here folks. You’re going to be able to get Kula all across Canada and all across the States. Beyond that, the dream, which we know will come to life, is to create a community space where stories aren’t just told, but experienced. People can actually live through the stories in that space, not just listen to them. That sounds incredible.

Moving on, there’s no right or wrong answer to the next question, maybe you do, maybe you don’t, maybe it’s in the plans, who knows, but…

Does Kula Food support any charitable organizations?

AW: Yes, when we can and we’re all about amplifying. Whether it’s financially, or at specific times, we support what Black Women Connect Vancouver has been doing for our community. Especially in collaboration with Empowered Black Girl Collective to really create that mentorship experience and space for black women. That’s big for us. EYA Environmental Youth Alliance is amazing to work with, the youth, to get them involved in growing you know growing food, growing herbs, and getting into the market for them to start their careers as well. There’s so many more, but I think being able to empower the youth to be deeper and stronger, and I think with the projections of what we’re all hoping for the school to be, it’s important that they’re empowered.

JM: Well, you come by it honestly as a mother, and like you told your story about having your kids on your back while you’re doing your work and everything, so it seems totally natural to move into being a mentor. I think there’s that JFK quote: “Children are the world’s most valuable resource and its best hope for the future” so that’s incredible. From an entrepreneur business owner standpoint, maybe if you want to talk about spirituality:

Is there a book, podcast or app that you would recommend?

AW: Reading is something I’m coming back to. The most recent podcast I’ve been listening to is Super Soul. It’s not necessarily entrepreneurial, but it focuses on the spiritual connections of who we are. I’m now 37, turning 38 next month, and I feel like if something isn’t spiritually connected to myself, anything I do doesn’t really make sense, including the type of work and projects I get involved in. 

Oprah has a podcast called Super Soul, where she interviews various inspiring people. Every single guest has a connection to spirituality and spiritual growth, which has been really inspiring for me to hear and resonate with. Being vegan is definitely part of that spiritual connection. For me, it’s about my connection to animals and all of the parts that make up who we are.

I’ve also listened to a few amazing speakers on other podcasts, like Zach and Deaner Dean. I’m not sure if everyone knows what I’m talking about, but these podcasts are great, and we definitely need more of that. A Little More Good!

I’m also journaling more for myself, working on writing things down. Getting my thoughts on paper has been really helpful.

JM: That’s incredible, and I don’t know if you’re artistic in any sense. I know that you are when it comes to food, but it just makes me think if you’re journaling and also sketching what that location looks like. I think that’s also really, really powerful. I think that, to your point, getting it from here down onto paper, there’s nothing like it, and you can’t explain it until you do it, and then you look back and you say, “Oh my gosh, I can’t believe I wrote that down or drew that down.”

Whether it’s a company in Asia or Africa or down the block from you, what are some companies that inspire Kula Foods?

AW: Okay, Juice Truck was the first thought to open their space to us, and one of our first pop-ups was at their community space, and I literally always go back to them as one of my first inspirations of that. Again, the communal experience of not only holding space for yourself but really for community, including startups like myself at that point, where Zach was like, “Come on in, do what you’re gonna do, anything that you want,” and you know what, that was so encouraging. So I love Juice Truck, I love Elbow Patties, and again, speaking to community, being able to share food that resonates with others. There’s so many, I don’t think I have enough time.

I love Mumgry. You know the natural nut butters. I love what Erin Ireland has done with To Live For, oh my gosh Karen, from Blue Heron (closed). These are all the folks that truly inspire me, and again I can’t name all of them. I have a whole list I can send you.

JM: Well that’s exactly what I was just gonna say, this question and the previous one about a book, podcaster, app it sounds like you have so much info. That is exactly the purpose of this: getting together and bringing information to others so we can get that from you and pump that out on the follow-up email. That’s incredible and awesome.

Our very last question is always prefaced by saying, this is not the time to be modest but with that being said, if there’s an entrepreneur or business owner who is maybe at the beginning looking to start, maybe they’re in the middle, and we all know that there’s so many challenges and hats to wear, or maybe they’re at the end, maybe they are losing passion or maybe their whole goal was to have an exit in the company they built. Anywhere along that spectrum, for a business owner entrepreneur,

What is some advice that you would like to impart on them?

AW: Okay, I think in each of those parts, my learning so far is ask for help and, you know, create that community around you. Generally, if you’re going to reach out and you ask a question, folks will help and happily, so if you’re able to have a mentor through that process as well, that would be amazing. But I’m very lucky to have been working in commissary spaces. It allows me to connect, you know, with other producers and other creatives, and I would not have been able to, you know, achieve even a fraction of what I set out to do without them. So even just hearing their process may not be that you’re like reaching out to say I need this with this, but to just be in communication is so powerful. So I definitely recommend that at all levels. It does not end. It really helped me out at the very beginning to reach out to folks and just have conversations, and then, you know, continue those relationships.

So yeah, that’s my biggest advice to anyone: fill those relationships, put in the work, and you will not be alone in the journey.

JM: I think that’s spot on. I know we all think that way, and it’s not even just for entrepreneurs and business owners, even parents or just individuals or whatever it is, don’t be afraid to ask for help and open yourself up. Before we outro you and let everybody know where they can drool over everything that you and your team create on Instagram and on the web, is there anything that we forgot to mention?

AW: I don’t think so. I think you got it. I’m just again really thankful. We’ll do that in the outro, but we’ve made mistakes through the process, and there’s been various projects and I think this year we’ll start to see Kula combining these projects into one, to really make that vision clearer and move forward.
JM: Well, I know I speak for everybody here and everybody who’s listening, we’re really really really really excited to live through those stories that we’re going to be able to live through and create in that space that you’re going to create yourself, an experience that, like I said, the love affair that you have for East African flavors, because for those who don’t know, they’re absolutely incredible. You can find out more on Instagram at Kula Kitchen, K-U-L-A Kitchen [Instagram is now @kulafoods], and the same on the web www.hulakitchen.ca [now KulaFoods.ca]. Thank you so much for being here, Asha. Appreciate your time, and we’ll catch you around.

AW: Thank you so much.

Header photo credit: Doaa Jamal