Meet Chloe Proud! She applied her degree in environmental policy and focus on sustainable consumer practices to a gap in Hobart's food scene, and now runs two of the most sustainable food businesses in this thriving little city! Read more about her ethos below. 

PM: Where did the idea spark from to begin Vita?

CP: Originally, it was identifying a gap in what was being offered in Hobart and devising an offering that was complimentary to retailing Tasmanian Juice Press products. 

PM: What's your background?

CP: I have an Arts/Science degree that focused on environmental policy and sustainability in the agriculture and consumer industry. After graduating I have worked for several food businesses that center around principles of provenance, environmentally viable practice and local industry and economics before embarking on development of my own company.  

PM: Who is your team made up of?

CP: Well, Josh is definitely my right-hand man! I also have a whole bevy of local beauties working for me at the moment. Without intending too, my team is predominantly made up of young, talented, totally babelicious young ladies- it makes for a pretty amazing mentorship based dynamic. More joining us very soon now that the warmer weather has arrived! 

PM: What do you want people's experience to be at Vita and what is your point of difference?

CP: We aim to offer delicious, nutritious and beautiful looking food (I for one, eat with my eyes), that is fast, affordable and easy. All of our products are plant based, locally sourced and minimal waste. We want people to take away with them good feeling food and drink, but also a sense of the authenticity that lies behind the products - we try and put our money where our mouth is when it comes to supporting local, seasonal and small business, but also being comprehensive with our green practices. 

PM: What are your core business values?

CP: As above! But also - be nice to people. Genuine, friendly service and community building goes a long way in a small, but ever growing town. 

PM: How many years have you been a business owner?

CP: Tasmanian Juice press has just hit its 4th year, Vita turns 2 in October! 

PM: Most valuable lessons you have learnt from years in business?

CP: Balance is everything; maintaining your own well-being and making sure your enjoying time away from work is intrinsic to enjoying your time in the business. Everything else seems to work out better when you've had sleep and you're smiling. 

PM: What restaurants, other than your own, do you like eating at?

CP: We are stalwarts at Suzie Lucks every Sunday, Templo always, and anything the amazing Ali and her team makes at Agrarian Kitchen Eatery. In saying this, give me a Pigeon Whole sammy in the sunshine and I'm a happy gal. 

PM: Three foods you can't live without?

CP: Any green vegetables, good olive oil, pickles. 

PM: And finally, the best thing about Tassie?

CP: Its wilderness, and its community. They are two separate things but would be one of the most amazing things in the world should they learn to be more harmonious. 

Chloe wears the Kowtow Classic Shirt, Casting Pant, Twist Back Dress, Rib Fitted Top in Rose and the Rains Jacket in Stone. 

Josh wears the Brixton Olson Shirt, plus our Pitty Tote Bag!

All available online now!