Jason Rosenbaum and Hailey Swartz, along with Alex Swartz, co-founded Actual Veggies. Rosenbaum worked at a mattress company while developing the brand at night, waking early to focus on the business. He dedicated nights and weekends to testing concepts, researching packaging, and learning the industry. Swartz, previously in product strategy at Alibaba, was inspired by entrepreneurs and sought to create her own company. The idea for Actual Veggies started to take shape in early 2020, leading to its evolution into a successful venture.
I was working at a mattress company by day and flipping veggie burgers by night. I'd wake up at 5 a.m. to focus on Actual Veggies before clocking in, squeeze in calls during lunch breaks and stay up late tasting recipes and building our pitch deck. Nights and weekends were all about laying the foundation - testing concepts, researching packaging and learning everything I could about a brand-new industry.
I was working in product strategy for Alibaba. Every day, I was talking to entrepreneurs and SMBs to understand their unique problems and help them grow and create efficiencies within their business. I was inspired by the fun that these entrepreneurs had and had the itch to start my own company.
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