"No matter how much preparation you think you had, there is so much to learn! At some point you have to let go of what you thought should happen and live in what is actually happening."
-- Dale Roseman, Founder of Veggie Table Foods
We sat down with CEO Dale Roseman to learn more about starting her company, Veggie Table Foods, while working full-time. Read about how she is making it easier for busy people to eat nutritious foods.
Q. What is Veggie Table Foods?
Veggie Table Foods is the manufacturer of plant based Cauliflower Pizza Crusts, Bagels, Breads and Snackers- frozen and ready to bake. All of our products are gluten free, all natural, kosher and non-GMO. Savory, delicious and provide amazing nutritional value.
Q. What prompted you to start your company?
I provide meal planning for my women’s health and fitness business, and part of the rotation were Cauliflower Crust Pizzas. They are a great source of vegetables and high fiber, but the time it takes to create them is extensive especially for working moms! I would make bulk batches on the weekends for my family and freeze them to have a quick meal after a long busy day. To save some time, I looked to buy a pre-made vegetable crust in the stores and couldn’t find one! There are plenty of gluten free crusts available, but a plant based version didn’t exist. And that is how the idea of Veggie Table Foods came about - healthy twists on your favorite foods, from freezer to table in minutes.
Q. How has the process of starting a food business been different from what you expected?
Starting any business is daunting! You have this amazing idea that no one has tapped into yet. You dream about it while you are sleeping, you visualize it while you are working, you talk about it extensively (ad nauseum) to everyone you can. And then you have to decide if you are taking the first step or not. It’s scary. It’s exciting. You can barely wait to start! And then you take that leap and realize that you have stepped into the unknown! No matter how much preparation you think you had, there is so much to learn! At some point you have to let go of what you thought should happen and live in what is actually happening.
The biggest difference in expectation for me is how proud I feel being at the forefront of something so amazing. I have learned so much about food, and business, and the combination of the two. Food is a funny thing. It connects people emotionally, it allows them to have control of their health, and it’s comforting while being a necessity for life. It's very empowering being the creator of something we usually take for granted.
Q. What are some of the resources you have utilized in order to help you build your company?
When I first had the idea to manufacture Veggie Table Foods’s amazing creations, I literally bought books, any book on Amazon that related to a startup. I read everything I could get my hands on. "How to start a Specialty Food Business" and "Starting a Part-Time Food Business without quitting your job”.
I hired a Food Consultant to help with sourcing and finding a Co-Packer/Manufacturer. Next, hiring a coach that specialized in Start-Up Ventures was key. I was working full time and needed to make sure I was moving forward, staying on track and not wasting valuable time or money. She keeps me sane, focused and talks me off the ledge (sometimes daily). The WINLab and the connections I have made since starting has been instrumental in the process for networking and support.
Q. What was the best piece of advice you ever received?
"Keep your blinders on." If you continually compare yourself to others who have been doing it longer, better or different you will never move forward.
Interested in joining the next WIN Lab cohort of women entrepreneurs? Head here to learn more about our application cycle!