InterviewAn Interview With Laureen Asseo, CEO of Fresh n’ Lean

Fresh n’ Lean, a California-based organic meal delivery company, has been revolutionizing the way people eat for nearly a decade. To learn more about Fresh n’ Lean, we conducted an interview with the company’s CEO, Laureen Asseo.

1. Can you tell us more about Fresh n’ Lean?

Fresh n’ Lean is the country’s largest organic, chef-prepared meal delivery service. We’ve delivered more than 8 million meals since our start in 2010. Our meals are fully prepared and delivered to customers’ doorsteps, and all they need to do is reheat and eat. Fresh n’ Lean’s mission is to redefine fast food and to help people live healthier, more convenient lives.

2. Why do you think home delivered meals are so popular nowadays?

It’s fascinating to look at how people have become more comfortable getting fresh meals, and pretty much anything else, delivered to their homes. In 2010, it was a relatively new concept and a new space. But our society has become more and more focused on convenience — of getting things now. Amazon has been a major influence in that regard. The marketplace has grown so much in the past decade. It’s difficult finding 45 minutes or an hour to cook a meal, and home delivery offers busy people an opportunity to eat nutrient-rich, tasty meals without the fuss and time commitment of meal preparation.

3. How did you grow Fresh n’ Lean into the nation’s largest organic meal delivery company?

The company has grown through hard work, determination, and smart, strategic planning. At the onset of Fresh n’ Lean I was regularly working 20-hour days, doing everything from cooking and portioning out the meals to customer service, whatever task was needed that day. We grew without the help of outside capital, meaning we ran a lean operation out of necessity — one bad decision could jeopardize the company’s success. We continue to adapt to industry trends and customer demand. Fresh n’ Lean now has 220 employees, along with our own kitchen and manufacturing area.

4. Do you believe consumers are more focused on healthy diets than in the past?

Consumers are demanding better food options, and there’s growing awareness about organic, clean eating. The use of pesticides and additives has sparked public discourse and backlash for some food producers — people want to know exactly what they’re eating. No surprises. No unnecessary chemicals and hormones. You should be able to look at a food’s ingredient list and see exactly what you’re going to eat. Eating for convenience doesn’t need to be unhealthy, and consumers are embracing that reality, and demanding meals that are sustainably sourced.

5. What trends are you seeing and responding to right now in the food industry?

We launched a dietitian-designed ketogenic meal plan earlier this year due to customer demand, focusing on meals that are high in fats, low in carbs, and contain moderate protein levels. A keto diet isn’t for everyone — it involves switching the body’s main energy source to ketones, which come from burning fat, instead of glucose, which is found in carbohydrates. Our chef-cooked keto meal plans focus on healthy fats like avocado and olive oil, bringing a more mindful approach to keto. We also offer protein, paleo, vegan standard and vegan low-carb meal plans, giving people the opportunity to choose the perfect types of meals to fuel their busy lives.

6. Where do you see your industry in the coming 5-years?

Tens of millions of Americans live in areas without access to high-quality or affordable fresh food — areas defined as food deserts. Organic meal delivery means people living in food deserts have another option to eat fresh food beyond the insufficient local options. On a company-wide level, we’re looking to increase our offerings in grocery and retail on-the-go stores and expand the reach of our vending machines. Everyone should have access to fresh, organic food, regardless of their location and socioeconomic status.

7. What recommendations would you like to provide those willing to enter your industry?

Anyone entering this industry should consider their company’s mission and goals. My own journey was inspired by my father facing a health battle and recovering after switching away from heavily processed foods and to an organic diet. It’s not an easy industry to enter, and you’re going to have difficult days. But it’s been so rewarding for me to run Fresh n’ Lean — and six million meals later, I remain committed to helping people live more convenient, healthier lives.

This is a sponsored interview