First and foremost, thank you. Thank you for sticking with us and being patient as we navigate the twists and turns that come with growing Ghost Town Oats. This journey hasn’t always been smooth, but it’s because of your support that we’re able to keep moving forward. We’ve been through a lot together, and today I’m pulling back the curtain to be transparent about where we are.
So, here’s the tea:
Over the past year, we made the decision to completely revamp the production side of our supply chain. Multiple stock-out’s wasn’t something we wanted to become a part of Ghost Town’s identity, so it was a necessary change. We found an incredible new partner in Montreal—one who not only believes in our mission but has the capacity to grow with us. With this new partnership came a new oat base provider, and we’re already building a strong rapport with them. When Ezra and I visited our partners in Montreal, we saw firsthand how their combined capabilities could sustain the level of quality we’ve always aimed for.
However, with all these changes, we’re having to rework the recipe in real-time while products are already going out into the world. The first time we did this, nobody knew we were building Ghost Town, but now it’s happening in full view. Transparency is one of our core values, and as Black queer baristas tackling the mammoth that is the plant-based milk industry, it’s essential for helping this community we lean on for support to understand the real of what we come up against.
There were two versions of the oat milk created with different oat bases: one is a liquid oat base (L), similar to the original formula, and the other is a spray-dried powder oat base (P) from our previous manufacturer.
The L base is similar to our original formula and isn't too far divorced from the flavor profile you all have come to love. The P base, while still a great product, is majorly different, plus it’s more expensive to produce.
The L oat base, on the other hand, is what we’re most excited about. When Ezra and I tasted the first batch in Montreal in July, we knew it wasn’t just comparable to what we’ve done before—it was better. Based on the feedback we received recently, it's clear things went off course between then and now. Know that we are working quickly for these adjustments to reflect in the next production run.
That's the beauty of our new manufacturing and ingredient partnerships—we can act fast and dial in on the fly.
Our commitment to learning from our mistakes has never wavered throughout this journey of building an oat milk company from scratch. We’re fortunate we get to have you all along for the ride with us, even when the road is a little bumpy.
We will continue to welcome any and all feedback during this time! If you’re a café and need further assistance, please direct it to your distributor, who will communicate it to us. Or you can always send us a note at squad@ghosttown.world.
Your support means everything to us as we continue pushing forward. We appreciate your continued patience while we get back to the level we set for ourselves and you.
We'll see you back on the block,
Michelle & Ezra
