Rebel Vegan Cheese, Please Get a Clue
In a world where companies can easily convert frustrations into loyalty, Rebel Vegan Cheese missed the opportunity to make an ambassador out of me. And I think they are creating very special products for people like me.
Why do I spend the time? One similar now removed post cleaned up Siete Foods in the early days for making their products seem healthy when they contained pork lard. Now look at them as a vegan phenom.
After decades as a dedicated vegan, I’ve mastered the art of hunting down great plant-based products. So when Rebel Vegan Cheese tempted me with their “Buy cheese, get two free wheels!” ad, I took the bait—only to find myself in a maze of misleading promos, shipping surcharges, and some of the most dismissive customer service I’ve experienced. I loaded my cart with many cheeses and combinations, over a $100, fully expecting my free wheels to appear. None of my three combinations were included in the promo. But Rebel Vegan Cheese had other plans, hitting me with terms that felt less like “small print” and more like “invisible ink.” When I asked for help, they hit me with a vague response about “niche” artisan cheese—basically, a fancy way of saying,
“Hey, it’s pricey, deal with it.”
So, I pressed on, determined to buy their product. I spotted another promo for “World Vegan Day” with layered discounts—a confusing reminder of deals I’d just missed. And then came the kicker: their checkout process. You’d think a modern vegan brand would streamline their payment methods, right? Wrong.
First, Apple Pay was mysteriously unavailable. So I turned to PayPal, usually a hassle-free option. Except with Rebel, PayPal was anything but. Instead of letting me breeze through with my pre-saved shipping details, I had to re-enter everything manually. This back-and-forth killed the simplicity of a “one-click” checkout and made me feel like I was in a time warp back to 2005.
When I pointed out that all this hassle and profit-laden shipping might turn off even the most committed customers, Rebel’s response was, in essence, “Artisan vegan cheese isn’t cheap and the market is niche.” You could practically hear the shrug. The response came courtesy of a former Apple rep who seemed to have forgotten that customer service involves *serving* the customer, not just nodding along protecting a $20 fake discount that could have been fixed easily. Ah, yes, that timeless sales tactic: Tell the customer it’s a privilege to be frustrated.
Founded by Kristen Maitland and Fred Zwar in Austin, Rebel Vegan Cheese clearly has a vision for bringing plant-based cheese to the world. Yet somewhere between the founders’ intentions and the actual customer experience, the plot was lost. The promos are riddled with conditions, the shipping costs feel like a profit play, and the checkout process fails at the very basics of user convenience. If these well intentioned mission driven owners want me to remove or edit this post, please let me know how you will shift your customer service experience. I will be happy with the progress.
For anyone curious about the finer points of customer loyalty and the perils of “extractive capitalism,” here are some great reads:
– [Forward Health is a Sideway Step at Best] link
– [Why Good Service Is All About Trust] link
Let me also recommend these amazing companies who I have had extroadonary experiences with for vegan cheese
SriMU – Literally the finest boutique cheese on the market and super conscious company link
Herbivorous Butcher: link
I am super excited to try Stockheld from a former customer of mine link
Vreamery, yet avoid and protest Rebel, which is sold there: link
Great guidance here on qulity DTC customer service link
In the end, buying cheese shouldn’t feel like an obstacle course. Here’s hoping Rebel takes a cue from companies that actually make customer loyalty a priority.
UPDATE from Monday morning: Just in, I thought to share they have spammed my mobile number 6x since yesterday. Its time to fire their direct response marketer.
About the author:
Tony Greenberg: Champion of Social Impact and Human Rights
Tony Greenberg, a B-labs certified company, the rarest black belt of all principled companies leverages technology and analytics to drive social impact and uphold human rights. As founder of RampRate, he directed billions in IT spend toward meaningful initiatives, ensuring transparency and accountability in an industry often plagued by greenwashing. His investments and advisory roles in numerous impact-driven startups and charities, from mental health initiatives to educational programs in rural India, highlight his commitment to positive change.
Tony’s work spans projects as diverse as creating eco-conscious tech solutions for Fortune 500 companies, guiding sustainable practices, and supporting indigenous rights across Latin America and Africa. Notably, he facilitated a multi-million-dollar grant for the Xprize Foundation, empowering communities to vote on impactful social projects.
With investments in Capria.vc and a dedicated role as an emissary for Bhutan’s Gross National Happiness Centre, Tony remains at the forefront of projects that champion human rights, privacy, and environmental stewardship. His commitment to ESG and CSR initiatives has transformed corporate approaches at eBay, Microsoft, Sony, and beyond. Passionate and tireless, Tony Greenberg is a force for transparency, equity, and compassion in business and beyond.
