During World Vegan Day last year on 1 November, I had a mini gathering for friends during which we sampled some green pea cookies from Green Pea Cookie.
The Green Pea Cookie team launched a successful Kickstarter campaign on the 3rd of February 2015 to increase their exposure in the US and Singapore market and raise funds for operations. In a mere 7 hours of campaign launch, the Green Pea Cookie team managed to raise a campaign target of $5,000. Till date, Green Pea Cookie has raised over $26,000, gained over 850 backers and have a total of 35,000 cookies pledged. The campaign is also a Kickstarter Staff Pick and we have been featured in US media such as Huffington Post and various US based vegan food blogs.
Here is the team:
Green Pea Cookie is founded by 3 co-founders, Tan Ying Quan, Fiona Lee and Larissa Russell (above). Ying Quan, aged 24, is currently a Year 4 NUS undergraduate studying Human Resource Management. Fiona Lee, aged 23, recently graduated from NTU with Bachelors in Accountancy and Marketing. Lastly, Larissa Russell, aged 23, is currently working as an analyst in a technology startup called Visually in San Francisco. Larissa is also the only American in the team while Ying Quan and Fiona are Singaporeans.
The idea for Green Pea Cookie first started when Ying Quan went on the NUS Overseas College Program (NOC) in Silicon Valley in year 2014, a one year entrepreneurial program where he worked for Visually as a growth hacker. In June 2014, halfway into the program, Ying Quan asked his parents to bring over some Green Pea Cookies from Singapore during their visited because he wanted to share some Singaporean delights with his colleagues. To his surprise, he watched as his colleagues devoured the box of cookies in just one afternoon.
To most of us here in Singapore, Green Pea Cookie is a festive cookie that makes its appearance during Chinese New Year. However, most people in US have never heard of the Green Pea Cookie and they were surprised to hear that the cookies were made from roasted green peas. They were fascinated by the use of vegetables in making cookies.
To reach a bigger audience, the Green Pea Cookie team made the recipe Vegan and offered a Gluten-Free option. This provided them the chance to reach out to the masses in the US with a novel and great tasting guilt-free snack. The cookies are sweet and savory, slightly crunchy throughout and creamy at the same time.
Recently, in August 2015, the Green Pea Cookie team has brought the world’s happeaest cookie back to Singapore, setting up their local operations to handcraft each cookie to perfection locally. The Green Pea Cookie team has also launched their online shopping cart on the 11th October 2015, shipping Green Pea Cookie throughout Singapore and US.
My thoughts (Summarised from those of us at the gathering):
Having had other vegan green pea options, I found the Green Pea Cookies a tad sweet, and not as finely grinded that I experience a “melt-in-the-mouth” taste.
However, the Green Pea Cookie team has done a fantastic job behind the marketing. You experience a sense of happiness when you put a piece of “Peater” in your mouth. Peater is the name the Green Pea Cookie team named their original green pea cookie.
This does brings a sense of justification to the price of the Green Pea Cookies, although I do hope the Green Pea Cookie team will improve their box packaging as the plastic pack is sealed manually with a clip.
I wish the Green Pea Cookie team success in the year 2016 ahead! 🙂
There are 36 cookies per box.
One box of Green Pea Cookies = $14
Four boxes = $56
Eight boxes = $112
At events (e.g. PasarBella – A Farmer’s Market), both boxes and packs of cookies are sold:
There are 10 cookies per pack.
One box of Green Pea Cookies = $14
One pack of Green Pea Cookies = $4