The Secret Ingredient: 5 Ways Rebellious Tomato Pizza Is Revolutionizing The Industry (Chef Andy Finlayson’s Award-Winning Concept)

As of late 2025, the culinary world is buzzing about a concept that’s been quietly redefining the boundaries of a classic dish: the Rebellious Tomato Pizza. This isn't just a catchy name; it’s the founding philosophy of North Vancouver's acclaimed 70 Pizzeria, a brand built on the principle of "Tradition With Intentional Innovation." The spirit of the Rebellious Tomato is to honor the Italian soul of pizza while fearlessly embracing modern, health-conscious, and creative elements, moving far beyond the standard Margherita.

The movement has gained significant, high-profile traction, primarily due to the culinary genius of its owner, Chef Andy Finlayson. His commitment to high-quality, organic ingredients and diverse crust styles—from classic Neapolitan to thick-cut Detroit-Style—has earned the brand international recognition, culminating in a major win at the recent 2025 International Pizza Challenge. This victory cements the Rebellious Tomato concept as a global trendsetter, not just a local favorite.

Andy Finlayson: The Award-Winning Mind Behind the Rebellion

The story of the Rebellious Tomato is inextricably linked to its founder, Chef Andy Finlayson. A celebrated figure in the Canadian pizza scene, Finlayson is known for his dedication to sourcing the best ingredients and his technical mastery of various pizza styles. His career trajectory highlights a continuous pursuit of excellence and a willingness to challenge the status quo.

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• Current Venture: 70 Pizzeria (formerly Rebellious Tomato Gourmet Pizza)
• Location: 2951 Lonsdale Ave, North Vancouver, BC, Canada
• Core Philosophy: Tradition With Intentional Innovation
• Major Accolade (2025): Winner in the Pan Division at the Official 2025 International Pizza Challenge at Pizza Expo.
• Previous Accolades: Third place finish in the Canadian Pizza Chef of the Year West competition.
• Specialty: Crafting unique, flavorful pizzas with a focus on organic, whole grain, and inclusive dietary options.

Finlayson's success is a testament to his belief that great pizza begins with great ingredients. His competitive spirit, evidenced by his consistent placements in national and international contests, pushes the boundaries of what a neighborhood pizzeria can achieve. He has successfully transformed a local eatery into an internationally recognized brand, proving that "rebellious" innovation can be both authentic and award-winning.

The Philosophy of Intentional Innovation: What Makes a Pizza Rebellious?

The term "rebellious" in the brand's name is not about flash or gimmicks; it is a commitment to intentional innovation. This philosophy is a direct response to the modern diner's demand for both authenticity and dietary consciousness. Unlike "fusion" pizzas that often sacrifice tradition, Rebellious Tomato maintains the soul of Italian pizza while introducing creative, high-quality elements.

1. The Organic and Health-Conscious Mandate

At the heart of the rebellion is the commitment to organic ingredients. The brand prioritizes sourcing locally whenever possible and using organic produce, which appeals to a growing segment of health-conscious consumers. This focus elevates the quality and flavor profile of every pie.

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2. Diverse Crusts for Every Palate

A key differentiator is the variety of specialized crusts offered. The menu proudly features:

• Organic Whole Wheat Crust: A healthier, heartier base for any topping.
• Detroit-Style Pizza: A thick, rectangular, cheesy-crusted masterpiece that earned Finlayson his 2025 Pan Division victory.
• New York Pizza: The classic, foldable thin-crust style, perfected with high-quality ingredients.
• Gluten-Free and Wheat-Free Options: Ensuring that the joy of pizza is accessible to those with specific dietary needs.

3. Inclusive Dietary Options

The Rebellious Tomato concept actively addresses the needs of vegetarian and vegan diners. They offer a comprehensive selection of Vegetarian Pizzas and dedicated Plant Based Pizzas, often utilizing high-quality vegan cheese and bold, fresh vegetable toppings. This inclusivity is a cornerstone of their modern, rebellious approach to a traditionally meat and dairy-heavy dish.

5 Must-Try Rebellious Tomato Original Pizzas and Crust Styles

While the name has evolved to 70 Pizzeria, the classic, inventive recipes remain the Rebellious Tomato Original Pizzas. These signature pies showcase the philosophy of intentional innovation, blending traditional Italian flavors with a modern, unexpected twist. Here are five of the most popular and entity-rich choices on the menu:

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1. The Genova Pizza

This pizza is a perfect example of intentional innovation. It replaces traditional tomato sauce with a Pesto Alfredo Sauce base, topped with spicy Calabrese salami, fresh mushrooms, red onions, and a blend of cheese. The unexpected marriage of pesto and alfredo creates a creamy, herbaceous flavor profile that is truly unique.

2. The Heatza Pizza

Living up to its name, the Heatza is a favorite for those seeking bold flavors. It typically features a spicy tomato base and a combination of hot ingredients, often including jalapeños, spicy sausage, or chili flakes, offering a fiery kick that rebels against bland, standard pepperoni pies.

3. The Mediterranean Pizza

A celebration of fresh, vibrant vegetables, the Mediterranean Pizza is a vegetarian standout. It features a classic tomato sauce base loaded with key Mediterranean entities such as artichokes, olives, and roasted red peppers, all topped with cheese. It's a fresh, bright alternative to heavy meat pizzas.

4. The Queens Pizza

Often cited as a customer favorite, the Queens Pizza is a classic, rich, and satisfying option. While specific ingredients can vary, it is a hallmark of the Rebellious Tomato style, showcasing the quality of their organic tomato base and fresh mozzarella.

5. The Spanikopizza

A truly rebellious creation, the Spanikopizza is inspired by the classic Greek spinach pie, Spanakopita. This pie integrates the savory, herbaceous flavors of spinach and feta, often with a creamy white sauce or a light tomato base, translating a traditional pastry into a delicious pizza format.

The Legacy of the Rebellious Tomato Concept

The Rebellious Tomato concept, now championed by 70 Pizzeria and Chef Andy Finlayson, has proven that the future of pizza lies in innovation, not just tradition. By focusing on organic sourcing, dietary inclusivity (vegan, gluten-free, wheat-free, dairy-free options), and the mastery of multiple global crust styles (Detroit-Style, New York-Style), the brand has carved out a distinct and influential niche. The 2025 International Pizza Challenge victory is not just a win for Finlayson; it’s a global validation of the idea that pizza can and should evolve.

This commitment to quality and creativity ensures that the "rebellious" spirit will continue to inspire new pizza makers and delight customers for years to come. Whether you're ordering their signature Organic Wings, choosing a Family Special, or creating your own pizza, the underlying promise remains the same: a high-quality, handcrafted meal that respects tradition while daring to be different. The journey of the Rebellious Tomato from a local concept to an international award-winner is a powerful lesson in how intentional innovation can revitalize a classic dish.