• About
  • Contact
  • Testimonials
  • Newsletter
  • More
    • Demographics & Advertising Rates
    • Terms & Conditions
Saturday, February 4, 2023
No Result
View All Result
California Business Journal
  • Front Page
  • Business
  • Finance
  • People
  • Featured
  • Opinion
  • Technology
  • Law
  • News
  • Food
  • Art & Culture
  • Human Interest
  • Education
  • Insurance
  • Real Estate
  • Health & Fitness
California Business Journal
Spread_36013_JA01

FOOD FOR THOUGHT

by Eve Gumpel, Senior Writer, California Business Journal
A A
Share on FacebookShare on Twitter

Fresh, organic, delicious and plant-based? Is there anything better? Yes – when it’s fast, convenient delivery directly from Veestro – no matter where you live.

By Eve Gumpel, California Business Journal

No time to prepare meals? Are you subsisting on a diet of fast food and frozen entrees?

Mark Fachler can relate.

ADVERTISEMENT

Working as an investment banker a few years ago, he typically got home at 10 or 11 p.m. “All I wanted to do was find something quick, so I could eat and go to bed,” he recalls.

That meant a lot of frozen pizza and frozen supermarket meals.

“It started taking a toll on me,” he says. “I started gaining a lot of weight, started having a lot of skin problems. I was waking up really tired. I looked everywhere, and I couldn’t find anything that was healthy enough for me.”

Fachler decided to create a company that offers healthy, convenient and affordable food for busy people. Savvy in finance and operations, Fachler knew he’d need help marketing the business. He called on his sister, Monica Klausner, “the best marketing and salesperson I know.” A stay-at-home mom with three kids and little time to cook, she loved the idea.

As part of their research, the siblings tried Blue Apron’s meal kits. “We tried it – and we realized it wasn’t really convenient,” Klausner says. “It was still about an hour and a half to two hours’ worth of chopping and prepping and cooking. Then, on top of it, you have to clean up.”

Along with convenience and health, they wanted delicious food. “If the food is not delicious,” she says, “it doesn’t really matter how healthy it is. Nobody’s going to want to eat it.”

Mark Fachler and Monica Klausner, Co-Founders, Veestro.
Mark Fachler and Monica Klausner, Co-Founders, Veestro.

Thus Veestro (vegan/vegetarian bistro) was born in 2013.

The duo chose plant-based meals for several reasons.

  1. They grew up in Costa Rica, where meat was expensive. “We ate mostly things made with plants, veggies and legumes. We were used to that kind of food, and we wanted to get back to our roots,” Fachler says.
  2. During their research, the duo read the book China Study. “The science in that book is so compelling for why a plant-based diet is the way to eat,” his sister adds.
  3. Plants are kind to the environment. They require less water, less land, don’t produce greenhouse gases, and yield 10 times more protein per acre than meat does.

Going vegan isn’t the point, the siblings stress. “It doesn’t matter if you only eat plant-based a few times a week,” Klausner adds. “It doesn’t have to be all or nothing; it can be a combination. Food is a pleasure, and you’re supposed to enjoy it.”

Despite the lack of animal products, Veestro meals are high in protein, using lots of lentils, beans, and some replacement meats, aimed at people unused to a plant-based diet. Veestro’s country-fried chicken – made of ancient grains and soy protein – is one of the company’s most popular meals.

Made fresh, the food is delivered frozen, by design. “It’s there for the days when you get home, you’re tired, and just want to grab something out of the freezer,” Klausner says.

Frozen foods also reduce waste, she says, noting that people throw away nearly 40 percent of the food in their refrigerators on a weekly basis. “By delivering the food frozen, our customers are able to keep the food in the freezer and eat it as they need it.” No preservatives are used, but the meals can stay in the freezer for up to eight weeks. “That’s our little contribution to reducing waste,” she says.

Klausner and Fachler eat Veestro meals at work, and each keeps plenty of Veestro foods on hand at home. “Our chef is constantly coming up with new dishes, so we’re always eating interesting things that would never occur to me to put together,” Klausner says. “The other day the chef made a rice and quinoa breakfast pudding, which we actually loved so much we put it on the menu right away. It would never have occurred to me to make quinoa sweet.” Veestro substitutes dates, raw cane sugar, pure maple syrup or sometimes agave syrup for processed sugar.

The leap to entrepreneurship was challenging, the pair recall. “The biggest challenge is that all the stress of making the business work is on your shoulders,” Klausner says. “You can’t just go home and forget about it. You’re working 24-7 for a long time.”

“But the payoff is better,” Fachler adds. After spending three years in a 1,500-square-foot kitchen in Thousand Oaks, they moved to a 20,000 square foot facility in downtown LA. “And every single time I walk into the production area,” Fachler says, “I look around, and I keep asking myself, ‘How did we get here?’ It’s so exciting.”

When the siblings started, it was just them and their chef, Jose Aramayo. They had grown to nine people in the kitchen by the time they moved to their present facility. Currently, they are at 40 employees.

Veestro recently added a corporate program in Los Angeles, with plans to expand to other cities “as we go.”

“We started thinking about where people are the most vulnerable in terms of making the worst decisions for food. And we realized it’s at work,” Klausner says. “We deliver a freezer into a company’s breakroom or kitchen, and we keep it stocked. Employees appreciate the perk of being fed – and the company gets the benefit of healthier employees who are much more productive.”

Veestro also aims to establish a distribution facility on the East Coast. Presently it ships nationwide from LA. With a distribution center on the East Coast, they can allow smaller orders. “People will be able to try our food with a lot less of an investment and no shipping charges,” Klausner says.

The siblings are in this for the long haul. “We’d like to be getting our food into as many households as we can,” Klausner says. “We would love to be a nationwide, well-recognized brand”.

“The bottom line is that we want the world to know that everybody needs to eat more plants. And if you don’t know what to do, come to Veestro and we’ll have it done for you.”

 

 

Mark Fachler, Monica Klausner, Co-Founders

Veestro, Inc.

1715 E 21st Street

Los Angeles, CA  90058

https://www.veestro.com/

Tel: 855-434-8988

Tags: affordable food for busy peopleAngelesbestbookBusinessbusiness magazine articlesCACaliforniaCalifornia Business JournalCalifornia Business NewsCalifornia news mediaChefchinaco-founderscompanyconvenienceconvenientcookingdietemployeesfinancefoodFreshhealthhealthyhomeinvestmentITJournalLandLittleLosLos AngelesmakingMark FachlermarketingMonica Klausnerorganicpizzaplansplant-basedsciencestressstudyVeestrovegan vegetarian bistrovegetarianwater
ADVERTISEMENT
Eve Gumpel, Senior Writer, California Business Journal

Eve Gumpel, Senior Writer, California Business Journal

Eve Gumpel, owner of Good Writing Matters and founding partner of Women Lead Publishing, spent more than 30 years as a journalist and PR specialist before becoming an independent book editor and partner in a publishing business. Eve was a master journalist, having written extensively for Entrepreneur.com, Fox Business and WomenEntrepreneur.com before joining CalBizJournal. Eve edited many books, including "Blasted from Complacency: A Journey from Terror to Transformation in Israel." Sadly, Eve passed away May 5, 2020. We miss her deeply. She was one of the nicest and warmest individuals anyone could ever meet. Every person who met her walked away inspired, knowing they had just met an amazing human being with a heart of gold. Here is a comment from Eve's close friend, Jamie Kim: "Your huge heart and generous spirit always lifted me. Thank you for inviting me and including me in your Seder's, New Years Eve parties, recitals, plays and speeches. I'll always have have wonderful memories of you, laughing and eating together...being irreverent (but grounded in a lot of humor). Missing you so much. You enriched my life with Love, Laughter and Joy. Thanks for the leftovers to take home from the Seders. Your food was your love towards me. Luv hugs and spiritual blessings. I am glad you are pain free and in a better place."

advertisement
ADVERTISEMENT

CBJ Newsletter

Facebook Twitter LinkedIn Instagram LinkedIn

Advertise With CBJ

Contact Rick@CalBizJournal.com

CBJ Rates and Demographics

Job Postings

CEO Wanted


Requirements: BS/BA + 2yrs of Business Managing Experience

Mail Resume: Grand Life, Inc. 14647 Northam St. La Mirada, CA 90638.

$114,754/year

ADVERTISEMENT
1REALTOUR-SAN DIEGO-WEB DESIGN
Facebook Twitter LinkedIn LinkedIn Instagram
C B J   LOGO  SVG-01
  • About
  • Contact California Business Journal
  • Testimonials
  • Demographics & Advertising Rates
  • Terms & Conditions

Categories

  • Art & Culture
  • Business
  • California Hotel Listings
  • Daily Updates
  • Editor's Choice
  • Education
  • Featured
  • Finance
  • Food & Dining
  • Health & Fitness
  • Human Interest
  • Insurance
  • Law
  • Lawyers
  • Marketing
  • Medical
  • News
  • Newsletter
  • Opinion
  • People
  • Popular
  • Real Estate
  • Social Media
  • Technology
  • Top 25 Wealth Management Companies in California
  • Uncategorized

CBJ Partner Firebrand Media

Laguna Beach Independent Newspaper
 Laguna Beach City Guide
 Newport Beach Independent Newspaper
Newport Beach Country Club Magazine
  Montage Magazine
 Omni Escapes Hotel Magazine
 Bespoke Concierge New York
 Evans Hotels
 Laguna Beach Magazine
 On The Menu Laguna Beach
 Newport Beach Magazine
Coastal Real Estate Guide (NB,LB, CDM)
Monarch Beach Resort Magazine
 Pacific Coast Magazine (SoCal)
Sea Island Life Magazine
Salamander Hotel & Resorts Magazine
 View our entire portfolio

 

Most Viewed

  • Gavel, scales of justice and law books

    Lawsuit Basics: How Much Does It Cost to Sue Someone?

    0 shares
    Share 0 Tweet 0
  • Investigation: Can TriumphFX Take Your Money?

    0 shares
    Share 0 Tweet 0
  • The Impact of Covid: Racing to Buy Second Citizenships

    3 shares
    Share 0 Tweet 0
  • What to Do When an Online Casino Refuses to Pay Out Your Winnings

    0 shares
    Share 0 Tweet 0
  • Top 5 Flavors On Elf Bar BC5000 Review

    0 shares
    Share 0 Tweet 0
  • NFL Paychecks: How Do NFL Players Get Paid?

    0 shares
    Share 0 Tweet 0
  • Five Reasons Why The Government Does Not Like Bitcoin

    0 shares
    Share 0 Tweet 0
  • How to Start a Telecommunication Business: A Step-By-Step Guide

    0 shares
    Share 0 Tweet 0
  • Temu’s New Shipping Policy Is A Smashing Hit For Shoppers All Over the Country

    0 shares
    Share 0 Tweet 0
  • 6 Types of Business Records and Receipts Every Small Business Should Keep

    0 shares
    Share 0 Tweet 0

Latest Articles

Super Bowl

5 Best Sports Betting Apps For The Super Bowl

Free Spins: If You Love Online Slots, Check Out These Casinos

Free Spins: If You Love Online Slots, Check Out These Casinos

How to Optimize the Learning Process and Allocate More Time for Yourself

How to Optimize the Learning Process and Allocate More Time for Yourself

Should You Junk or Sell Your Unusable Car? 8 Considerations

Should You Junk or Sell Your Unusable Car? 8 Considerations

Q&A with Jennifer Woods, Vice President and Associate General Counsel of FrontDoor on Why Companies Should Release Sustainability Reports.

Q&A with Jennifer Woods, Vice President and Associate General Counsel of Frontdoor on Why Companies Should Release Sustainability Reports.

Best Practices for Establishing Secure Password Protocols

Best Practices for Establishing Secure Password Protocols

How to Up Your Marketing Game with Real Estate 3D Rendering

How to Up Your Marketing Game with Real Estate 3D Rendering

Tips For Designing A Vinyl Banner For Your Business

Tips For Designing A Vinyl Banner For Your Business

15 Useful Animation Makers for Novice Entrepreneurs (2023)

15 Useful Animation Makers for Novice Entrepreneurs For 2023

What is FinTech?

What is FinTech?

California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
Site Design by 1REALTOUR

No Result
View All Result
  • Front Page
  • Business
  • Finance
  • People
  • Featured
  • Opinion
  • Technology
  • Law
  • News
  • Food
  • Art & Culture
  • Human Interest
  • Education
  • Insurance
  • Real Estate
  • Health & Fitness

California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
Site Design by 1REALTOUR