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As a part of the Morning Lazziness sequence highlighting empowering girls who’re making a outstanding impression with their concepts, I had the pleasure of interviewing Shana Greenbaum.
Shana Greenbaum is the founder and CEO of Wholesome Recent Meals, a thriving house supply meal prep and catering enterprise primarily based in Annapolis. A mother of two and spouse, Shana combines her lifelong ardour for well being together with her entrepreneurial spirit to make nutritious consuming easy and stress-free for busy households.
Her dedication to wellness started early, impressed by her skilled bodybuilder mom and an lively way of life rooted in sports activities. After faculty, Shana’s background in eating places and catering, paired together with her private health journey, sparked the concept for Wholesome Recent Meals. What began as her personal meal-prepping behavior rapidly grew right into a full-fledged enterprise designed to take the guilt, frustration, and overwhelm out of household mealtimes.
At this time, Shana leads a group of professionally skilled cooks who put together contemporary, balanced meals for adults and youngsters with menus that change weekly—requiring no minimal orders or subscriptions. Her mission is evident: to assist each household take pleasure in wholesome, scrumptious meals collectively with out the stress of cooking.
A agency believer in rising slightly day by day, Shana additionally speaks candidly about balancing motherhood and entrepreneurship. Her journey conjures up different girls to pursue their passions whereas creating options that actually make a distinction in individuals’s lives.
On this interview, she reveals the mindset shifts, daring strikes, and classes that helped her flip concepts into impactful on-line companies.
What impressed you to begin your corporation, and what downside have been you keen about fixing?
I grew up in a family the place maintaining a healthy diet and staying lively have been second nature—my mother was knowledgeable bodybuilder, and I competed in sports activities and health competitions myself. After faculty, I discovered myself again in eating places and realized that whereas individuals wished to eat more healthy, there weren’t many handy, really scratch-made choices out there. I began prepping meals for myself, then for family and friends, and rapidly noticed the larger downside: busy individuals and susceptible populations alike wanted entry to nourishing meals they may belief. That keenness for fixing the “wholesome, handy, and high-quality meals” hole turned the center of Wholesome Recent Meals.
How has your corporation advanced since its launch, and what key selections have helped drive that development?
What began in my dad and mom’ basement with my mother, dad, and brother serving to me cook dinner and ship has grown right into a thriving firm serving 1000’s of meals weekly throughout the DC-Maryland-Virginia area. A very powerful selections alongside the way in which have been investing in logistics (managing our personal supply construction) and buying my very own constructing with a business kitchen.
What has been your handiest advertising technique to date, and why do you assume it labored so properly?
Storytelling. From being featured within the Washington Put up to NBC4 protection of us offering meals in the course of the federal shutdown, each main advertising win got here from authentically sharing our journey and impression. Individuals connect with tales of a family-run enterprise that grew with coronary heart, resilience, and an actual dedication to neighborhood. It’s by no means been about polished adverts—it’s about actual meals and actual individuals. Additionally, cultivating a group that looks like household. Every step allowed us to scale with out sacrificing the standard and care that made individuals fall in love with our meals within the first place.
How do you keep linked to your very best viewers and perceive their wants or behaviors?
We keep near our prospects and communities—whether or not by way of each day touchpoints with seniors, common suggestions from meal-prep prospects, or ongoing conversations with county officers and companions. I personally evaluation suggestions and speak with prospects as a result of staying grounded of their expertise permits us to innovate in significant methods.
What’s one branding transfer or marketing campaign that helped elevate your corporation to the subsequent stage?
Rebranding from Sturdy Match Meals to Wholesome Recent Meals was a pivotal second. It broadened our identification past health to replicate our mission of serving wholesome, high-quality meals for everybody—from busy dad and mom to seniors growing older in place. That shift opened doorways for brand spanking new contracts, neighborhood partnerships, and a a lot wider viewers.
What does success appear like for you, not simply in numbers, however in function or impression?
Success is once I know our meals are bettering lives. It’s seeing a senior smile as a result of they really feel cared for, or listening to from a busy dad or mum who says our meals give them time again with their household. Numbers matter for sustainability, however the true measure is impression.
How do you personally outline success, past income and development metrics?
For me, success means steadiness—having the ability to develop an organization that maintains prime quality and excessive requirements whereas nonetheless giving me time to be current with my kids, my household, and my group. It’s constructing one thing lasting that displays my values and leaves a constructive mark on the neighborhood.
Are you able to share a problem or setback that in the end turned a turning level on your model?
Within the early days, my household’s well being struggles—my father’s most cancers, my brother’s autoimmune illness—have been extremely troublesome. However they sharpened my sense of function. These experiences made me understand how vital entry to nourishing meals is, particularly for individuals dealing with well being challenges, and so they pushed me to construct a enterprise that would ship that care on a bigger scale.
What each day habits or rituals hold you centered, artistic, and grounded as a frontrunner?
I get up early—usually round 4 am—to sort out my most vital work earlier than the day will get busy. I additionally carve out time to be hands-on with my group, whether or not it’s within the kitchen or throughout deliveries. Staying near each the individuals and the method retains me artistic and grounded.
How do you method innovation and danger in your corporation technique?
I’ve realized to steadiness boldness with duty. We’ve taken dangers—like investing in refrigerated vehicles and coming into senior vitamin contracts—that required upfront assets, however every transfer was calculated to align with our long-term imaginative and prescient. For me, innovation all the time has to serve each our prospects and our mission.
What recommendation would you give to somebody beginning a enterprise in as we speak’s fast-changing digital world?
Begin with function. The digital instruments are highly effective, however they’ll’t exchange authenticity. Concentrate on fixing an actual downside for individuals, keep near your prospects, and don’t be afraid to share your story brazenly. Progress comes when individuals consider in each your product and your mission.
The place can our viewers join with you and be taught extra about your work or choices?
Yow will discover us at Healthy Fresh Meals, the place we share our weekly menus and packages. We’re additionally lively on Instagram and Facebook, and I personally love connecting with people who find themselves keen about wholesome meals and neighborhood impression.
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