Who we are

We exist to make great food easy, nutritious and delicious!

Virtue was born when our founders discovered that sourdough bread (and pizza) didn’t give them the digestion issues that had prevented them from enjoying bread for many years. This, added to an inherent love for entertaining friends with beautiful food and outdoor cooking, meant that over Christmas 2020 Virtue’s ready made sourdough pizza dough was launched online.

Since then, we have grown and diversified further, but always remaining true to our belief in high quality and love for beautiful, natural and flavour-packed foods.

We call them “products with personality” and are sure you will love them as much as we do.

What we do

Virtue Foodservice Range for Caterers

We deliver pizza and flatbread products of great quality and authenticity, to cafes, bars, pubs and mobile caterers.

Sourdough is our main passion in many formats – ready-made pizza doughballs, par-baked bases and pinsa romana flatbreads.

We are very proud that many of our products are made in the UK, but also source direct from Italy and elsewhere where required.

If you need a little help, then we love to get hands-on and demonstrate the products in your own kitchen!

Virtue House of Brands for Farm Shops & Food Halls

We partner with unique and emerging brands that want to break into the UK market and sell wholesale to farm shops and foods halls nationwide.

If you are a farm shop or food hall, think of us as your specialist procurement team – you won’t find the ordinary here! Look out for new brands as we build this exciting collection for you!