The Journey of Actual Veggies: From Side Hustle to Industry Leader
Jason Rosenbaum and Hailey Swartz, along with their co-founder Alex Swartz, have built a successful veggie burger brand called Actual Veggies. Their story is one of passion, perseverance, and innovation in the food industry.
The Day Jobs and the Spark of Inspiration
Before turning their side hustle into a full-time venture, Jason was working at a mattress company while flipping veggie burgers at night. He would wake up early to focus on Actual Veggies before starting his day job, using lunch breaks for calls and staying up late to test recipes and build their pitch deck. Meanwhile, Hailey was working in product strategy for Alibaba, helping establish the North American arm of the B2B platform. Her role involved understanding the needs of small businesses and helping them grow through efficient solutions. Both found inspiration in their respective fields, leading them to pursue their own entrepreneurial dreams.
Launching the Side Hustle
The idea for Actual Veggies began in early 2020 when Jason, after stopping meat consumption, searched for a clean, restaurant-quality veggie burger that tasted like real vegetables. One night, he had a dream with the name “Actual Veggies” and immediately bought the domain. A few weeks later, he connected with Hailey through college friends, and they started working together. They applied to Big Idea Ventures, a plant-based accelerator, and were accepted. This provided them with $125,000 in funding and resources, which helped them launch the brand.
Challenges and Lessons Learned
Starting a food brand is far more complex than just coming up with a recipe. Jason recalls the challenges of R&D, shelf-life testing, sourcing manufacturers, packaging, certifications, logistics, and retail timelines. He emphasizes the importance of patience but also the need to avoid delays that could signal misalignment or inefficiencies. Hailey advises being open to pivoting based on feedback from retailers and not being too attached to the original idea.
Overcoming Setbacks
One of the most significant setbacks came when their tray sealing machine broke down right before a major order. Instead of giving up, they quickly found a solution by reaching out to other facilities and managed to complete the order just in time. This experience taught them the value of being resourceful and adaptable.
Growth and Revenue
After launching with Hungryroot and Sprouts in mid-2021, Actual Veggies hit three consecutive months of $300,000 in revenue. By 2022, they found their rhythm and expanded to multiple retailers, seeing steady monthly reorders. Today, the brand has grown significantly, with over $20 million in projected revenue for 2025. They are available in every state, with over 7,500 retail and restaurant doors, including Whole Foods, Sprouts, Albertsons, Kroger, and Costco. They also serve online retailers like Hungryroot and Purple Carrot.
What Makes It Rewarding
For Jason, the joy comes from turning a personal mission into a real brand that resonates with people. He loves working with his wife, Cassi, and a team of passionate individuals. Hailey enjoys the variety of each day and the relationships she’s built with her team and family. She values the growth she’s experienced, from confidence in decision-making to mentoring others.
Key Business Advice
Jason’s advice for aspiring entrepreneurs is to balance patience with action. From idea to launch, it should take between eight to 14 months. If it takes longer than 14 months, it may be a sign of misalignment or inefficiencies. Hailey adds the importance of listening to retailers and being ready to pivot if necessary.
Their journey with Actual Veggies is a testament to the power of innovation, resilience, and the ability to adapt in the ever-changing food industry.
