The Vegan Grocer Ph originated from the personal experiences of Auggie Yap-Suratos and her husband, Israel, who were already adhering to a vegan lifestyle prior to starting the business. According to Auggie, the concept developed partly from the logistical challenges of sourcing vegan products in the Philippines. In a 2023 interview, she recounted that when her sister was diagnosed with breast cancer, she encouraged her to adopt a plant-based diet; however, acquiring the necessary items required visiting multiple stores and suppliers. This difficulty inspired the creation of a single grocery destination where consumers could find all their plant-based necessities. The couple subsequently launched The Vegan Grocer in May 2017.2

Since its inception, the business has evolved from a niche vegan retailer into a broader plant-based grocery operation. A 2022 account by Tzu Chi Philippines described the San Juan store as a comprehensive hub carrying vegan alternatives to Filipino favorites alongside everyday staples such as butter, cheese, and eggs.3 Current corporate materials describe the establishment as a premier plant-based store emphasizing health, sustainability, ethics, and accessibility.4

Auggie Yap-Suratos

Auggie Yap-Suratos is the co-founder of The Vegan Grocer Ph and serves as one of the company’s primary advocates for plant-based living. She has publicly discussed her transition to veganism and the specific experiences that influenced the establishment of the business.1 Additionally, Auggie represents the brand in media interviews and community engagements, promoting vegan food as an accessible and enjoyable option rather than a restrictive diet.5

Israel Suratos

Israel Suratos, Auggie’s husband, is the co-founder of The Vegan Grocer Ph. The couple’s shared experience as vegans was integral to the company’s origins. While Tzu Chi Philippines identifies both Auggie and Israel as owners of the San Juan store, subsequent interviews explicitly recognize them as the founders.6

The core premise of The Vegan Grocer Ph is to streamline plant-based shopping by consolidating a wide selection of vegan products under one roof. Describing itself as a one-stop shop for everything plant-based, the retailer covers categories essential for daily cooking and living rather than focusing on a single niche like meat substitutes or organic produce.7 Its target demographic includes dedicated vegans, vegetarians, flexitarians, individuals transitioning to plant-based diets, those seeking dairy-free or egg-free alternatives, consumers with specific dietary restrictions, and shoppers interested in sustainable food choices.

Products are further categorized according to specific lifestyle requirements, including gluten-free, keto-friendly, sugar-free, soy-free, nut-free, corn-free, organic, refined-sugar-free, allium-free, and Sattvic options.8

The Vegan Grocer Ph maintains a broad product assortment across food and non-food categories.4

Food

• Heat-and-eat vegan dishes
• Meat alternatives
• Ready-to-eat bottled food
• Fresh and frozen vegetables
• Plant-based cheese
• Plant-based milk and dairy alternatives
• Vegan ice cream and frozen yogurt
• Cakes and chocolates
• Bread and buns
• Snacks
• Dips and spreads
• Grains, rice, and cereals
• Pasta and noodles
• Pasta sauces
• Cooking and baking ingredients
• Condiments and sauces
• Seasonings and spices
• Nuts and seeds
• Beverages

Other Products

Beyond standard grocery items, the inventory extends to:

• Vitamins and supplements
• Baby food
• Personal-care products
• Household cleaning products

This extensive assortment reinforces the company’s positioning as a plant-based lifestyle store rather than merely a vendor of vegan meat substitutes.4

A distinctive characteristic of The Vegan Grocer Ph is its emphasis on providing plant-based versions of familiar Filipino foods. Reported offerings include vegan alternatives to bagoong, tapas, ham, pizza, eggs, and butter, as well as plant-based seafood substitutes such as salmon, tuna, and shrimp.3 Earlier coverage has also highlighted items like fishless tuyo flakes, veggie canton, and garlicky mushroom bagoong.3 This approach enables Filipino consumers to explore veganism without abandoning traditional flavors and dishes.

The Vegan Grocer Ph emphasizes curation over simply stocking every available vegan product. Auggie Yap-Suratos has stated that the company tests products before selling them to ensure they meet standards for taste and quality, aiming to challenge perceptions that vegan food is bland or unappealing.1 The retailer works with both local producers and international suppliers, selecting imported goods alongside locally manufactured items to create a diverse range of plant-based choices.1

The Vegan Grocer Ph operates two physical locations within Metro Manila.

San Juan Branch

The main branch is located at 201 Recto St., Brgy. Addition Hills, San Juan City, Metro Manila, Philippines.5 This location serves as the company’s original and principal physical store.

South Branch

A second branch is situated at Evia Lifestyle Center, 2nd Floor, inside Market Liberty, Daang Hari Road, Almanza Dos, Las Piñas City.5 This expansion provides a physical presence in the southern portion of Metro Manila.

Online sales constitute a significant component of the business. Customers may order through the company website, social media channels (Facebook and Instagram), and online marketplaces including GrabMart, Shopee, and Lazada.5 The digital catalog currently lists more than 1,600 products, with hundreds of listings under The Vegan Grocer Ph’s own brand name.4

Delivery services cover Metro Manila, nearby courier-accessible areas, and nationwide destinations. Nearby deliveries utilize services such as Grab or Lalamove, while nationwide orders are fulfilled via air cargo, courier services, or bus-terminal delivery for selected locations.7 Same-day delivery within Greater Metro Manila is available subject to ordering cutoffs and conditions.7 This omnichannel model addresses the limited availability of vegan products in conventional Philippine supermarkets.

The corporate philosophy of The Vegan Grocer Ph integrates three primary concepts:

• Plant-based living: Making healthy and nutritious vegan food accessible to everyone.4
• Ethical consumption: Promoting an ethical and compassionate lifestyle alongside environmental responsibility.4
• Health and sustainability: Positioning plant-based living within a broader framework of wellness, innovation, community, and education.4

According to its official profile, the vision of The Vegan Grocer Ph is to become a leading hub for plant-based living and inspire communities toward a compassionate, sustainable, and health-conscious lifestyle.4 Its mission encompasses four key areas:

1. Empowering conscious choices through a broad product selection.
2. Fostering community by providing a welcoming environment for those exploring plant-based living.
3. Championing innovation through collaboration with ethical brands.
4. Inspiring change via education, events, partnerships, and awareness campaigns.4

The Vegan Grocer Ph occupies a distinct position in the local market by combining retail, product discovery, and advocacy. When the business launched in 2017, plant-based food was relatively niche in the Philippines, and sourcing products often required visiting multiple vendors.2 By consolidating these items, the store created a dedicated retail destination for vegan consumers. Contemporary coverage describes it as a San Juan-based vegan store noted for its selection of meat, dairy, and egg alternatives.3

Beyond retail operations, the founders actively participate in community activities and media discussions regarding veganism. For instance, Tzu Chi Philippines featured the owners in an article on vegetarian living.3 The company views community building and education as central to its mission, supporting individuals who are curious about, transitioning to, or practicing plant-based living.4 Consequently, The Vegan Grocer Ph functions as both a commercial retailer and an advocate for the lifestyle.

The retailer has developed its own line of products sold under The Vegan Grocer Ph brand, including items such as TVG Vegannaise and TVG Soy Tempeh.6 This indicates a strategic move beyond third-party distribution, allowing greater control over product selection and direct response to consumer demand.

Records from the Intellectual Property Office of the Philippines (IPOPHL) list a trademark application for “THE VEGAN GROCER” associated with Henuve Life Inc. in class 35, covering retail and business-related services.8 While public-facing materials primarily use the names The Vegan Grocer® or The Vegan Grocer Ph, this registration provides formal intellectual property context for the brand.

The Vegan Grocer Ph currently operates as an omnichannel specialty retailer comprising:

• Physical stores: San Juan and Las Piñas
• E-commerce: Company website
• Online marketplaces: Shopee, Lazada, and GrabMart
• Social commerce: Facebook and Instagram
• Delivery: Metro Manila, nearby areas, and selected nationwide destinations
• Private-label products: Items marketed under The Vegan Grocer Ph name
• Gift products: Curated and customizable vegan gift sets and certificates4

The company is VAT-registered and issues BIR sales invoices.4

1. Frequently Asked Questions FAQ – The Vegan Grocer Ph
2. The Vegan Grocer – The Vegan Grocer Ph
3. About Us – The Vegan Grocer Ph
4. Products – The Vegan Grocer Ph
5. Contact Us – The Vegan Grocer Ph
6. The Vegan Grocer PH – The Vegan Grocer Ph
7. Quaran-things to note: Delivery options
8. Intellectual Property Center, 28 Upper McKinley Rd.