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Founder Spotlight: Jason Rosenbaum (Actual Veggies)




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Meet Jason Rosenbaum


Actual Veggies

Actual Veggies makes burgers with fresh veggies that are large, filling, and colorful. Because natural is beautiful.


New York, New York, USA


When did you launch the business?


What led you to where you are today?

Back in November 2019, I stopped eating meat for health reasons. I immediately craved burgers and went right for the plant-based burgers (Beyond, Impossible). I assumed they were healthy, after learning how processed/high sodium they are I cut them out as well. Next, I went to traditional frozen veggie burgers, which are all paper thin, processed, not that tasty and arguably take the veggies out of veggie burgers. Actual Veggies was born to create the healthiest, freshest and very large/filling burgers made from real veggies and veggies only, no fillers or preservatives.

What do you wish you knew before embarking on your entrepreneurial journey? 

I learned from previous ventures that it is vital to be passionate (like I am with Actual Veggies) about what I am building and to surround myself with likewise founders that are dedicated and share my drive and mission.

What is the most difficult decision you've had to make regarding your business so far? 

The day I joined the company, I was told that our European supplier had cut us off. We immediately had to determine a way to bring production to the US without disrupting our customer base so we decided to create an in-house facility as quickly as possible. It was a difficult decision to make that was not made easier when COVID hit. We literally had to start our sales process from scratch! We persevered, pivoted and now not only do we sell to our food-service customers, we are also launching a retail e-commerce site.

What can you help the VEGPRENEUR community with?

Excited to bounce ideas off each other and share our journey as we continue to grow.

How can the VEGPRENEUR community help you? 

See above :)

Fun fact about you: 

Spur of the moment, I formed an assembly line in my local print shop to prep our first batch of samples that went out to retail buyers. Printed branded sleeve, packed burgers in tray, sealed tray and covered tray with branded sleeve. It was a first for everyone involved! Shoutout to Printicon (

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