Plant-based institution expands with the launch of Vegan Marketplace & cafe on Brunswick Street, Fitzroy


Vincent Vegetarian Food will launch its next venture onto the Fitzroy scene this August offering chefs and home cooks alike a comprehensive vegan supermarket and standing room café under one roof: Vincent’s Marketplace. Serving a variety of vegan treats the café at Vincent’s Marketplace will offer St. Ali coffee, fit for the most discerning of bean aficionados.

The new space is a full-service vegan enterprise – popping up in the perfect location with many of their current clients located in Fitzroy and surrounding suburbs, all within walking distance of the new marketplace.

Vincent, a lifelong vegetarian, led the charge in plant-based diets when he migrated to Australia from Singapore in 1989 and saw a lack of plant-based products for sale on Australian supermarket shelves.

Considered the godfather of vegetarian and plant-based diets in Melbourne, Vincent opened his Footscray vegetarian superstore, Vincent Vegetarian Food, in 1996. Back then, his customers were a niche section of the community who ate a vegetarian, vegan or plant-based diet for personal or cultural reasons. Fast forward twenty-three years and that customer base has grown exponentially as global trends see an increasing number of consumers turning away from meat and animal products, overwhelmingly citing environmental and moral motivations.

Vincent’s son, Daniel, an aerospace engineer, left his job three years ago to help with the growing family business. Vincent’s Marketplace is the latest project in the family’s plant-based retail, wholesale, food service and manufacturing business.

Vincent’s Marketplace is a modern take on the Footscray original, a supermarket with a standing-only café serving customers vegan pastries from Weirdoughs and coffee from specialty roaster St. Ali, while they shop for tasty plant-b¬¬¬-ased goods to take home.

The team at Vincent’s travel frequently in search of new and exciting products, importing goods that are seldom found elsewhere in Melbourne as well as a range of Vincent’s own products that are exclusive to the store. Vegan Fried Chicken, Chicken Nuggets, Bacon, Party Food (Springrolls, Satays) and Yum Cha Items (Dumplings, Buns).

Opening this August, Vincent’s Marketplace is about to take Fitzroy by storm.

Images of the space:

Vincent’s Marketplace

Address: 379 Brunswick Street, Fitzroy VIC 3065

Trading Hours


Monday-Friday: 7:00am - 4:00pm

Saturday-Sunday: 8:00am - 3:00pm

Retail Store:

Monday-Saturday: 10am - 6pm

Sunday: 10am - 5pm