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Published on November 25th, 2019 | by Darren Paltrowitz

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Fresh n’ Lean CEO Laureen Asseo On Building The Nation’s #1 Organic Meal Delivery Company

Laureen Asseo started the meal delivery company Fresh n’ Lean out of her apartment in 2010, when she was just 18 years old. One decade and over seven million meals later, Fresh n’ Lean is the largest organic pre-prepped meal delivery company within the United States Of America.

With Laureen Asseo as CEO, Fresh n’ Lean has grown to 220 employees and now operates out of a 55,000-square-foot facility. The California-based company has maintained an entrepreneurial spirit as it fulfills Laureen’s vision of redefining fast food. Customers receive nourishing, nutrient-rich meals on their doorstep and all they need to do is heat and eat, the perfect food option for health-conscious people living busy lives. Fresh n’ Lean’s current offerings include vegan, paleo and keto meal lines.

Below are highlights from my recent Q&A with Laureen Asseo. More information about Fresh n’ Lean — meal offerings included — is available online by visiting www.freshnlean.com.

What first got you interested in eating organic?

Laureen Asseo: I was exposed to organic food at an early age, but it wasn’t until my father faced a health crisis that I got a firsthand view of the impact of clean eating. He picked up poor eating habits and was eating lots of processed food, and his weight skyrocketed, and we worried if he’d be around in six months. He made drastic lifestyle changes and shifted to an organic diet, and was able to shed 85 pounds, and his health improved.

Seeing my father’s success inspired me to develop organic, nutrient-packed meals for everyone. Food is fuel for our bodies — and we need to make sure we’re eating foods that allow us to maximize our potential.

To you, what separates Fresh n’ Lean from other meal delivery services?

Laureen Asseo: The integrity of our ingredients sets us apart. Our ingredients are sustainably-sourced. They’re produced in humane, environmentally-friendly ways and aren’t full of harmful chemicals. They also happen to taste great. And our meals come fully prepared — there’s no kit-assembly required.

I’ve heard conflicting things on this: Is it true that producing organic food isn’t that much more expensive, but just a case of a few extra logistics that most companies aren’t motivated enough to follow through on?

Laureen Asseo: Yes and no. It’s more expensive to produce organic food — you have to pay a fee to the government agencies that regulate it, and the logistics behind it are costly. Labor costs are higher. You need certain compliance team members to ensure that you’re processing everything correctly. You need proper food separation and Field Standard Operating Procedures, or FSOPs. While it’s a tedious process, it’s encouraging to see more and more companies taking steps to producing organic food.

You started Fresh n’ Lean as a teenager out of your home. Did you always foresee the company growing to where it is now?

Laureen Asseo: There was never a doubt in my mind that the company would be successful, but it was hard to envision back then how things look now, especially in terms of the company’s operations and staff and equipment. Society has also become so much more comfortable getting things delivered to their homes — the convenience of getting things now — and that wasn’t generally the case in 2010. I always envisioned the company becoming successful, and it’s been fascinating to see the steps and progress along the way.

I’d imagine you were doing everything for the company in its early days. How much of your work these days is really to choosing or preparing the food?

Laureen Asseo: I was wearing lots of hats in those early days, including prepping and portioning out the meals, and customer service. I performed whatever duties were needed and ended up working lots of 20-hour days. I don’t do much of the meal prep anymore — we have a culinary team that handles those responsibilities. In terms of choosing the food, I play a large role with menu creation and selection.

Do you have a favorite of the Fresh n’ Lean meal offerings?

Laureen Asseo: I love our salmon meals — they’re delicious! Our pesto meals, too. We have great sauces. I don’t eat meat, but I’ve heard lots of compliments about our animal-based meals. I like so many of our meal offerings, but if I had to pick a favorite, it would be salmon.

What is coming up for your company in 2020?

Laureen Asseo: We’re going to be pushing our retail presence in 2020 through on-the-go and grocery stores — retail is huge in the traditional space. We’re also looking to expand our direct-to-consumer offerings and continue to pursue different markets. Fresh n’ Lean’s goal remains to redefine fast food and become a household name, and we get one step closer to that goal with every meal we make.

When not busy with running a growing company like yours, where does your free time usually go?

Laureen Asseo: I spend a lot of time with my family — family is so important. I also love my animals. I have horses and goats and my dog, and they’re a big source of comfort for me. Any time I get to travel is huge, even if it’s just for a weekend to try and get my mind off everything that’s going on with the company — which never fully ends up happening! I love trying new things and going to new restaurants.

What was the last concert you attended?

Laureen Asseo: Elton John — I’ve seen him so many times. He’s my favorite artist.

Finally, Laureen, any last words for the kids?

Laureen Asseo: Know your worth and always believe in yourself! It’s OK to have a bad day and feel like you’re human, but at the same time, we’re capable of so, so much — don’t let setbacks get you down.


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About the Author

Darren Paltrowitz is a New York resident with over 20 years of entertainment industry experience. He began working around the music business as a teenager, interning for the manager of his then-favorite band Superdrag. Since then, he has worked with a wide array of artists including OK Go, They Might Be Giants, Mike Viola, Tracy Bonham, Loudness, Rachael Yamagata, and Amanda Palmer. Darren's writing has appeared in dozens of outlets including the New York Daily News, Inquisitr, The Daily Meal, The Hype Magazine, All Music Guide, Guitar World, TheStreet.com, Businessweek, Chicago Tribune, L.A. Times, and the Jewish Journal. Beyond being "Editor At Large" for The Hype Magazine, Darren is also the host of weekly "Paltrocast With Darren Paltrowitz" series, which airs on dozens on television and digital networks. He has also co-authored 2 published books, 2018's "Pocket Change: Your Happy Money" (Book Web Publishing) and 2019's "Good Advice From Professional Wrestling" (6623 Press), and co-hosts the world's only known podcast about David Lee Roth, "The DLR Cast."


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