Virgin StartUp of the week: Pulp Fiction Future Food

Paula Donaldson, Rose Duncan and Michael Faulkner are the founders of Pulp Fiction Future Food, a cafe dedicated to food that's plant-based, healthy, and delicious. Featuring such wholesome delights as homegrown wheatgrass, 'bulletproof' coffee and handmade nut milks, they're on a mission to bring great-tasting clean eating to the North-East of England. Pulp Fiction Future Food are supported by our delivery partners TEDCO.

Richard B in lift

We choose one Virgin StartUp company to be featured on each week. We ask our startups of the week to deliver the ultimate elevator pitch. What would they say if they had one minute in a lift with Sir Richard Branson? Please answer the questions below, keeping each answer to five sentences max. 

Ground to floor 1 – Explain what your business does

We're a health food and juice café bringing you nutritious, delicious and medicinal future foods.

Floor 1 to 2 - Where are you based?

We are based on the North East Coast at Whitley Bay, North Tyneside.

Floor 2 to 3 – What’s the business model?

Our nutritious plant-based products cater to dietary choices and needs such as vegetarian, vegan, gluten free and dairy-free. The  space has been styled using mid century furniture and nearly everything in our space has been recycled.  We also have a book exchange with all proceeds going to a nominated charity.

Floor 3 to 4 – Who are your competitors?

None in the local area in the health food market. Our nearest competitor in the health food market is 10 miles away - however they are not a vegetarian establishment.


Floor 4 to 5 – What’s your USP?

We are the only café selling healthy, vegetarian and vegan food and drinks in the local area.

Floor 5 to 6 – Where did the idea come from?

A hospital stay for Paula where she was served food which was unpalatable and had a low nutritional value gave us the realization that our healthy diet give us more benefits than we realise and we wanted to provide food that gives people a future: medicinal and nutritious future food!

Floor 6 to 7 – How much funding did you receive from Virgin StartUp?


Floor 7 to 8 – How are you going to use it to grow your business?

With the premises already secured we used our start up loan to refurbish, furnish and kit out the premises. We also used it to purchase our opening stock and give us a small float to hold in the bank.

Floor 8 to 9 – Who’s your Virgin StartUp Mentor?

Craig Murray.

Floor 9 to 10 – What’s your workspace like?

From the exterior we have quirky pavement seating catching the morning sunshine. Upon the afternoon the sun moves round to the rear of the building where we have a warm and sheltered south-facing  pallet-decked yard.

Inside there are two large window  areas, one with a booth and one with a bar, perfect for setting up your laptop and having a coffee. We have a comfortable sofa area to relax in, and also a dining area. All furniture is mid-century.

The kitchen and serving area is all visible to the customer so they can watch their juices being made and see all of the goodness that goes into them.


Floor 10 to 11 – Where will your business be in 12 month’s time?

We hope to have purchased a funky vintage vehicle in which to do outside events and take our show on the road.

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