Project Local: What The Food

Meet The Maker: What The Food

Supplying all Volare stores with raw, vegan, gluten-free treats – that actually taste good.

If you’ve tried a treat from What The Food in one of our stores lately, you’ll already know they’re doing something different. Rich, creamy textures. Flavour that hits. And not a trace of dairy, gluten, or refined sugar in sight.

We caught up with owner and food technologist Katherine Snodgrass to hear what’s happening behind the scenes at WTF, from early starts in the kitchen to freeze-dried raspberry obsessions, and how she’s giving raw food a seriously good name.

From Food Tech to Founder

After 13 years working as a Food Technologist, Katrina was ready for a new challenge. “I thought it was time I had a crack at running my own business,” she says. The timing couldn’t have been better as What The Food, originally founded by Jorja McInness, was up for sale after seven successful years.

“Jorja wanted to spend more time with her young family, and I hadn’t been looking for long when the opportunity popped up. My husband and son are both dairy-free, and I’d been experimenting with raw treats for years, so it felt like a great fit.”

The Science of Slices

Katrina inherited all the original WTF recipes, giving her a solid base to start from. “I’ve just been changing the flavour combinations as I go,” she says. “Out of the new developments, the Coconut Rough took the longest to get right. The Coconut Flat White Bars were the quickest – that one hasn’t changed from my very first version.”

Everything is made by hand in small batches, layered and set with precision. It’s a hands-on process, and one that fits well with her background in food science. “Cashews are my go-to for a creamy texture or caramel base,” she says. “And for decorations, definitely freeze-dried raspberries – they look amazing on almost everything.”

Breaking the Myths

“There’s this myth that vegan food is bland or boring – like rabbit food,” Katrina laughs. “But it couldn’t be further from the truth. We’re all about showing how indulgent, flavour-packed, and satisfying raw vegan treats can be for everyone, not just those with dietary restrictions.”

The bonus? They just happen to be gluten-free and dairy-free too. “Those two things often go hand in hand with raw sweets, and the options out there are still pretty limited – so it’s great to be able to offer something that covers all bases but still tastes amazing.”

From the Kitchen to the Counter

Most weekdays start early in the kitchen, depending on the school drop-off schedule. “When my husband’s on, I get in early and start making products and packing orders,” Katrina says. “Each layer of the bars needs time to set before the next, so I usually have a few different flavours on the go at once.”

Afternoons are often spent on local deliveries, and her cabinet in Te Awamutu is open Wednesday to Friday. “I organise the cabinet first thing in the morning, then get to chat to customers throughout the day. There’s a lot of admin too – that gets slotted in wherever I can.”

Local Love

You can now find What The Food treats in every Volare store – an easy companion to your morning sourdough run. And Katrina’s a fan herself. “You can’t really go past a coffee and donut from Volare,” she says. “That’s a go-to.”

She draws inspiration from the local scene. “We’re so spoiled in the Waipā for cafés. The food and coffee scene is amazing – I’m always getting ideas. And the Cambridge Farmers Market is such a great place to try and learn new things.”

What’s Next for WTF?

With a bold new look now rolled out across their website, packaging, and social media, What The Food is stepping confidently into its next chapter. “It’s brighter, bolder, and more reflective of where the brand is heading,” Katrina says. With a calendar full of food shows and new stockists coming on board, there’s plenty to be excited about.

And if we ever challenge her to make a Volare-inspired slice? “I’d probably try something with orange and date to match the Orange & Date Scone – that one is so delicious. I’m not sure I could pull off a gluten-free sourdough flavour… but I’d give it a go!”