This Aspect Hustle Highlight Q&A options Jason Rosenbaum and Hailey Swartz, co-founders, with Alex Swartz, of veggie burger model Precise Veggies. Responses have been edited for size and readability.
Picture Credit score: Courtesy of Precise Veggies. Hailey Swartz and Jason Rosenbaum.
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What was your day job or major occupation once you began your facet hustle?
Rosenbaum: I used to be working at a mattress firm by day and flipping veggie burgers by evening. I might get up at 5 a.m. to concentrate on Precise Veggies earlier than clocking in, squeeze in calls throughout lunch breaks and keep up late tasting recipes and constructing our pitch deck. Nights and weekends have been all about laying the muse — testing ideas, researching packaging and studying every little thing I may a few brand-new business. As issues began getting extra actual, it naturally developed right into a facet hustle, after which finally, my full-time job.
Swartz: I used to be working in product technique for Alibaba. I used to be one of many preliminary workers who helped begin the North American arm for Alibaba B2B. Our job was to work with our counterparts in China to construct services to make it simpler for firms to supply from suppliers in China and likewise allow North American suppliers to promote on Alibaba.com. Every single day, I used to be speaking to entrepreneurs and SMBs to grasp their distinctive issues and assist them develop and create efficiencies inside their enterprise. I used to be impressed by the enjoyable that these entrepreneurs had and had the itch to start out my very own firm.
When did you begin your facet hustle, and the place did you discover the inspiration for it?
Rosenbaum: The thought for Precise Veggies began brewing in early 2020. I had stopped consuming meat and was trying to find a clear, restaurant-quality veggie burger that really tasted like greens, not some ultra-processed meat different. One evening, I actually awoke from a dream with the identify “Precise Veggies” in my head. I instantly looked for the area on GoDaddy, and it was out there. I purchased it on the spot and ran with the identify.
Just a few weeks later, I teamed up with Hailey; we have been linked via some faculty pals — she went to the College of Michigan, and I grew up in Michigan. In March, we discovered about Massive Concept Ventures at a wholesome meals expo and utilized to affix its subsequent cohort. We received accepted into an accelerator later that yr and raised our first spherical of funding — regardless that we have been nonetheless only a idea (our first product samples arrived at our buyers wanting like soup). However they believed in us and our imaginative and prescient. We formally launched by way of QVC in early 2021, and by July, we have been on cabinets at Sprouts nationwide.
Swartz: In February 2020, Jason shared the thought for Precise Veggies and requested me if I wish to be a part of it. Whereas I eat meat, I really like a great veggie burger and have a visceral response to merchandise which can be attempting to style like meat. The thought of creating a scrumptious veggie-forward burger with complete, actual components to promote to grocery shops sounded manner too apparent to me. How may this not exist already? Rapidly, I noticed it did not, and it was an enthusiastic sure from me. There was just one situation: My brother Alex would additionally be a part of us as a co-founder. Jason agreed, and the three of us shortly received issues going.
What have been a few of the first steps you took to get your facet hustle off the bottom? How a lot cash did it take to launch?
Rosenbaum: One of many first issues we did was begin speaking to cooks — we had the imaginative and prescient however wanted assist turning it into an precise product. Finally, we partnered with a chef who believed in what we have been constructing and agreed to take fairness as an alternative of money. On the identical time, we have been reaching out to producers and shortly realized it wasn’t going to be so simple as making just a few patties in a kitchen and scaling up. The method was advanced, costly and stuffed with unknowns — however we did not lose our drive.
Hailey and her brother Alex had agreed to match me and make investments as much as $10,000 every to get this off the bottom. Earlier than we even spent that, we have been accepted into the Massive Concept Ventures accelerator, which gave us $125,000 in money and a ton of assets. That gave us simply what we wanted to launch — however extra importantly, it gave us validation, construction and critical motivation.
Swartz: I’ve heard the query: How a lot of your success is because of luck versus working onerous? I do assume we have had each. Nevertheless, a really key second of luck that helped us get the corporate off the bottom was going to a wholesome meals expo in New York Metropolis on March 7, 2020 — two days earlier than the world shut down. Whereas considered one of us, after all, left the commerce present with Covid (a part of my luck was that it was not me), we additionally met an organization exhibiting on the present that was a part of Massive Concept Ventures (a plant-based accelerator) and urged we apply for the following cohort. We utilized to that accelerator and finally received in. The cash and assets have been undoubtedly key in getting Precise Veggies off the bottom, however for me, the exterior validation of our idea gave me the additional pressure of confidence I wanted to completely lean in.
Picture Credit score: Courtesy of Precise Veggies
If you happen to may return in your small business journey and alter one course of or strategy, what would it not be, and the way do you want you’d carried out it otherwise?
Rosenbaum: There’s one thing stunning about being a founder in a totally new business, as a result of when you do not know what to anticipate, you are not afraid to determine it out as you go. You are scrappy, you experiment, and you do not overthink it. That mindset helped us get Precise Veggies off the bottom.
That mentioned, once I do that once more, I might take calculated shortcuts. A few of that comes right down to expertise — I’ve personally hand-packed burgers, sealed them in trays and shipped 1000’s of UPS packing containers with ice packs throughout the nation. However extra importantly, it comes right down to connections and information. Now I do know who to name, the place to fabricate, how you can keep away from widespread pitfalls and when retail class critiques occur — which is vital on this house. I might additionally know which companions to launch with and how you can time all of it for max affect.
Swartz: I might be actually cautious about who you convey onto your workforce. As soon as we confirmed only a little bit of traction, so many individuals reached out to become involved and share how they may assist. I might be extra cautious with hiring and structuring agreements with consultants, advisors and workers — particularly round fairness and out-clauses. Do not simply use boilerplate contracts. Work with a lawyer to grasp the long-term implications. And if one thing’s not working, do not be afraid to stroll away. Set expectations early and hold checking in to verify they’re being met.
Relating to this particular enterprise, what’s one thing you have discovered significantly difficult and/or stunning that individuals who get into this kind of work needs to be ready for, however possible aren’t?
Rosenbaum: Launching a meals model is far more difficult than arising with a kitchen recipe or massive thought and touchdown on cabinets at a significant retailer. That is the dream, however the actuality is, the variety of steps in between is truthfully terrifying.
You’ve got received R&D, shelf-life testing, co-manufacturer sourcing, packaging, certifications, logistics, distributors, retail timelines, margin math, fundraising — and that is simply the beginning. If most individuals knew how advanced it truly is, they’d most likely run the opposite manner.
Swartz: Just a few issues: First, style is every little thing — and value is a detailed second. Irrespective of how clear or progressive your product is, if it does not style nice and is not priced accurately, it will not promote. Second, the extra well-liked the class, the tougher it’s to interrupt in and keep on cabinets. And third, don’t attempt to utterly reinvent the wheel. There often is a motive issues are the best way they’re; slight innovation is best than doing every little thing utterly otherwise.
Are you able to recall a selected occasion when one thing went very unsuitable? How did you repair it?
Rosenbaum: We have been gearing as much as full our first massive order when, proper earlier than packing, our tray sealing machine utterly broke down. Complete catastrophe.
As an alternative of falling by the wayside, we received scrappy. We tracked down an inventory of each facility inside just a few states that had bought the identical machine and began cold-calling them one after the other. Miraculously, one mentioned sure. So we loaded up a truck with all our burgers and supplies, drove every little thing over and received the job carried out simply in time.
It undoubtedly wasn’t low-cost, and it was nowhere close to the unique plan, however we could not afford to fail on our first main order. And we did not.
How lengthy did it take you to see constant month-to-month income? How a lot did the facet hustle earn?
Rosenbaum: After launching with each Hungryroot and Sprouts in mid-2021, we hit three straight months of $300,000 in income, which felt big on the time. However after that preliminary spike, issues received inconsistent.
We nonetheless closed out 2021 with practically $2 million in gross sales, however it wasn’t till Q2 of 2022 that we actually discovered our rhythm. That is after we broke into a number of retailers and began seeing regular month-to-month reorders.
What does development and income seem like now?
Rosenbaum: We have continued to double yr over yr and are at present on tempo to hit over $20 million in income in 2025. It has been regular, sturdy development — and we’re simply getting began.
We’re at present out there in each state with over 7,500 complete retail and restaurant doorways, together with Complete Meals, Sprouts, Albertsons and Kroger, and out there regionally at Costco. We serve most on-line retailers, together with Hungryroot, Purple Carrot and even Butcherbox. Based mostly on business knowledge, our Black Bean Burger is the No. 1 promoting veggie burger.
We’re lucky sufficient to have raised over $12 million from seven VC funds and over 50 angel buyers. Enjoyable truth is that we raised all $12 million by way of Zoom, with no in-person pitches.
Swartz: Our first main order was from QVC. One other factor I by no means in one million years envisioned is that I might have an opportunity to be on stay tv selling veggie burgers. This really was a terrific alternative to get the phrase out about our model and likewise be sure individuals favored our product.
What do you get pleasure from most about working this enterprise?
Rosenbaum: I really like that we turned a private mission into an actual model — one that really resonates with individuals. Additionally, I get to work with my spouse, Cassi (who was our first worker), our child within the subsequent room and a workforce of sensible, passionate individuals who actually care about what we’re constructing. Hailey and her brother Alex have turn out to be like household, and the remainder of the workforce is simply as particular. Constructing one thing actual with individuals I genuinely get pleasure from working with is essentially the most rewarding half.
And on high of that — I really like meals. Attending to style take a look at, experiment and keep on high of the most recent and best tendencies is a dream.
Swartz: I really like that no two days are the identical. I’ve grown a lot personally — from changing into extra assured in my choices to talking in entrance of crowds and mentoring others. However most of all, I worth the relationships. Entrepreneurship might be lonely, however it’s straightforward to attach with individuals who perceive it. Working with my brother is extremely significant, and the bond I’ve constructed with Jason, Cassi and our workforce seems like household.
What’s your greatest piece of particular, actionable enterprise recommendation?
Rosenbaum: I’ve mentioned this earlier than, and I am going to add to it — when launching a enterprise within the CPG meals house, you have to be affected person… however not too affected person. To place some actual numbers behind it: From thought to launch, it ought to take you someplace between eight and 14 months. (Precise Veggies began as an thought in January 2020, and we launched — albeit in a small manner — with Pop Up Grocer in October 2020).
If you happen to’re shifting sooner than eight months, you may be skipping vital steps or launching with the unsuitable companion — except you have carried out this earlier than and have already got sturdy business relationships in place.
However, if it is taking longer than 14 months and you are still not near launching, that is a purple flag. At that time, it is necessary to pause and reassess. That type of delay typically alerts misalignment on technique, product growth hurdles or useful resource inefficiencies.
It is a delicate steadiness between shifting quick and constructing proper — however hitting that window is vital to sustaining momentum and never burning via your capital too early.
Swartz: Do not be married to your unique thought. Establish the retailers which can be important on your success and discuss to them earlier than you launch. If a purchaser tells you your idea will not promote, pay attention. Be able to pivot. Your product has to work not simply in your head, however on their cabinets.
