Food Entrepreneur - March 2, 2021 - 16

ACTUAL VEGGIES

Actual Veggies, a New York-based startup founded by Hailey Swartz and Jason
Rosenbaum, marked its official debut on QVC earlier this year. The brand offers
thick-cut, premium patties packed with whole beans and vibrant vegetables.

of all backgrounds so that
startups can become sustainable sources of income,
inspiration and community
strength. "
Hailey Swartz
Jason Rosenbaum
Actual Veggies, a New
A launchpad for new brands
York-based startup, marked
Brands and founders may be scouted its official debut on QVC
The business was born last spring,
by brokers, producers and program hosts. earlier this year. The brand offers thickcut patties formulated with whole beans following Mr. Rosenbaum's transition to
Mr. Suzuka was approached during a
a plant-based diet. Actual Veggies was
and vibrant vegetables.
trade show by representatives of the
developed as a healthier alternative to
Founders Jason Rosenbaum and
network. Ms. Shipman and Ms. Renahan
learned of the opportunity through fellow Hailey Swartz learned in late November plant-based meats on the market, Ms.
the brand had been accepted by the net- Swartz said.
food entrepreneurs. QVC also seeks new
" When you go to a restaurant and
work and scrambled to expand producvendors through The Big Find, an interyou get a good veggie burger, it's like a
national search for early-stage companies tion for an early January appearance.
delightful, delicious experience, " she
Help arrived from a co-manufacturing
across a variety of categories that was
said. " Why isn't that something you can
partner, who handled distribution for
expanded last year to include food.
find in the grocery store? "
the company's instant influx of orders.
" Entrepreneurship is at the heart
Varieties include The Actual Black
" This was our first big production
of our business and is a vital part of our
Burger, with black beans, parsnips and
run, " Mr. Rosenbaum said. " It was so
commitment to our communities, " Mr.
red peppers; The Actual Orange Burger,
Robillard said. " We nurture entrepreneurs amazing for us. We sold out on QVC. "
featuring sweet potato, carrot and red
pepper; The Actual Green Burger, containing kale, broccoli and spinach; and
The Actual Purple Burger, a blend of
beet, carrot and red onion.
Home shopping pioneers QVC and HSN gained two million
In May, the company was accepted to
more customers since the onset of the pandemic.
participate in the Big Idea Ventures accelerator, which provided capital and connections. During the summer, the products
launched at Pop Up Grocer in Brooklyn,
catching the attention of a QVC broker.
" She walked us through how to
handle QVC, " Mr. Rosenbaum said. " It
all kind of came together, what we'd
been working on for a year now, and it
was amazing to see it on TV, and people
are loving our products and buying our
products and reordering our products,
so it's really coming full circle. " ▪

©RALF - STOCK.ADOBE.COM

behind the scenes of our company and
brand and who we are as people ... That's
a unique experience with QVC, " Ms. Shipman said.

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Food Entrepreneur - March 2, 2021

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