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About Us

Why we believe sourdough pizza is better for us (and you).

If you have been wondering if sourdough bread really is healthier, where to buy pizza dough online, or if you can ever enjoy a pizza again without feeling guilty immediately… and bloated shortly after… we want to tell you our story.

For many years we avoided eating much bread, due to digestion issues. This was all very well, but pizza happened to be one of the favourite foods, so it always seemed a little unfair! Then, during the COVID-stricken year of 2020 we began to experiment with homemade breads and pizzas, using sourdough. 

The difference it made to our lives and to anyone else we shared it with gave us the incentive to turn our passion into a business and in January 2021 Virtue was born with a mission to make great pizza easy – using natural ingredients and delivered fast to home cooks across the UK, with a friendly and knowledgeable service to back up the quality products. 

We are a fabulous family business team, having a lot of fun with food.


Blessed with a brilliant family life, we love to share our knowledge of what makes home entertaining easy. Great products mean less stress, more fun and more time with the amazing people that make up our lives.


We have an undisguised passion for cooking (…er and eating) and love to broaden our knowledge. Setting up Virtue has allowed us to take this to the next level, building relationships and championing Great British food for our customers.


Gareth & Annette lead the Northants arm of the RRT volunteer team that provides catering for emergency services and charitable events that support disadvantaged persons.

The Virtue Team

Meet the Virtue Collection… the folks who would love to share all they know about Great British food and fun entertaining with you.

From being just a backshed startup in January 2021, to a vibrant, growing company today, Virtue is on an exciting journey!


Patryk B

Our managing director, Simon Calder, shown on site at the farm on the Fosse Way.

Simon Calder


Terri Day

Customer Service
Annette, our pizzaiolo chef, who researches and makes pizzas with our gluten free pizza dough products.

Annette Dixon

Gareth Dixon, our pizza dough expert and blogger

Gareth Dixon

Founder / Creative Director

Will Clark

Quality Control