Laureen Asseo, Fresh n’ Lean Founder
In 2019, Laureen Asseo was among the top individuals named in Forbes ’30 under 30’ because of a flourishing business. She is the founder and Chief Executing Officer of Fresh n’Lean. It is one of the biggest delivery companies for organic meals.
It’s funny when I tell people how the idea of meals came into my mind. I had a passion for nutrition, but I didn’t know it would be part of me in the future. At 18 years old, my father was very sick. After being admitted to the hospital for some time, he came back for home nursing. So, I used to prepare different meals to help him gain his normal health. In the process, the idea of Fresh n’ Lean came up.
On most occasions, I would prepare the meals without any artificial or refined sugars. Remember, I was cooking for a sick person, so the natural ingredients were the only best options. After one month, his relatives and friends noticed the good health of my father. They asked me to prepare the same meals for the whole extended family. It was the beginning of my healthier meals career.
When the new decade started in 2010, I decided to utilize the opportunity. Friends were referring to other friends about the good meals at our home. I felt on top of the world. People were willing to know how I prepare some meals using the available natural resources. Most of my ingredients were sustainable produce minus pesticides, hormone-free animal products, and gluten-free products.
I decided to launch my direct-to-consumer company while at 19 years old. Most people tried to demoralize my idea because I was getting into a competitive market dominated by males. At that time, I had no business experience at all. In addition, I had not attended any business class, it was a real challenge. My father was an immigrant from France, so my meals were a little unique. From our one-bedroom apartment, I kick-started my Fresh n’Lean startup.
The challenge was tough, but I have managed to expand my company over time. Currently, we avail almost 110 different foodstuffs. We prepare and wrap the meals for shipping before they go bad. Buyers must always specify any additional ingredients that must be included, like paleo meals, keto, or vegan.
Everyone is always filled with doubt when I say “I grew my company with no capital.” After two years in the meal industry, the company was small but doing just fine. I made a decision to borrow funds from the Small Business association and credit cards to make some improvements. But the only thing I maintained was the ownership of my business
Fresh n’Lean has a hardworking team. We have managed to employ 450 workers across all branches. Furthermore, I have expanded my territory to the automated kiosk and large retail chains which act like my distribution channel. Through my experience in the business, I have learned a lot from people. I made it to Forbes because of my unique style of offering quality meals which have come with positive reviews. I really appreciate my customers for believing in what I offer.
Since I set up the company, we have been making a profit of 50% in total annual revenue. The company has over 100,000 square foot kitchen facilities where we do all the basic functioning. The business was very busy during the pandemic. We got many orders, which even brought in some pressure. We had to add other new stores in southern California to increase the supply.
My board is very bright and intelligent. Every month there is a new idea. We have set up a plan on how truck drivers can also get quality meals. This category of people has struggled with foodstuff during their long-journey moments. In the coming years, we will launch Go SmartFridges in various business offices. This will allow employees to have access to our organic meals within their company.
I believe everyone can make it using his or her own ability, if not talent. Stay focused and be consistent in whatever you do. The laws of nature will reward you automatically.
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