Veestro Vaults Forward: The Fast Rise of a New Vegan Food Delivery Service

October 17th, 2016


Meatless Monday + Veestro

Imagine this: You come home after a long hard day to find a delicious box of preservative-free, non-GMO, already assembled plant-based meals waiting on your doorstep. No mess, no cleanup, all you have to do is reheat and eat. That’s the vision of Mark Fachler and Monica Klausner, a brother-sister duo who created Veestro, a bistro-style plant-based meal delivery service that’s been amazing customers in the U.S. since 2013. In fact, business has been so good, it’s grown 300% each year, enabling the pair to secure $1.5 million in financing for immediate expansion.

Available online, Veestro’s hand-crafted, locally sourced dishes include such culinary inventions as Tuscan Calzone with vegan mozzarella, Thai Chick’n Stew with seitan and Chocolate Covered Cheezcake with organic tofu. Propelled by such reviews as “truly outstanding,” “incredibly delicious” and “cooked to perfection,” Veestro has just been chosen as a finalist in the VegNews magazine’s annual Veggie Awards for “Favorite Vegan Meal Delivery Service.”

Recently we sat down with Mark and Monica to find out why Veestro is so appealing to folks looking for a convenient, yet healthy way to eat less meat.

How did you and your brother come together in this business and what gap did you notice in the food industry that inspired you to create Veestro?

Veestro was Mark’s idea and it was one of those moments when you just say: ‘Why can’t there be X in the market?  The idea for Veestro was born out of a personal need. Mark used to work as an investment banker. So, as you can imagine, he worked very long hours and rarely had time to cook. He was always a healthy guy and after several trips down the frozen food aisle and way too many frozen pizzas, he decided to do something about it. We researched the market and realized there was a real need for a convenient way to have delicious and healthy meals that were plant based.  We also realized that people are generally intimidated by the thought of eating more plants because they think the food will be bland, hard to make or even boring! So we set out to create delicious meals that are 100% plant based and delivered straight to your door anywhere within the U.S.

We read that you grew up “appreciating the value of a home-cooked meal.” Were you vegetarian/vegan as children or did you go through personal transformations as adults?

We grew up in Costa Rica and all our meals were made from scratch with mainly vegetables and fruits, so eating veggies has always been a big part of our lives. We eat plenty of veggies because we love them – not because we ‘have to.’ So eating a plant-based diet was not a difficult transition for us.  Mark and I believe in balance and that means different things to different people. Our mission is to help everyone eat more plants so they can have better health and, therefore, more balance in their lives.

How do you source your food to be organic and GMO-free?

When we started the business, we sourced all our ingredients from local organic farms that we were able to visit. As the business grew, we found a more efficient way to source large quantities for organic and GMO-free ingredients.

How did you develop your special menus and what inspired you to include weight loss and cleansing plans?

We have an amazingly talented chef that creates all our recipes.  Once we decide which recipes will make it into the menu, we then look at the nutritional makeup of the meals and ‘tweak’ them accordingly. Food has to be delicious – that’s most important – so we always start with the flavor profile. The weight loss program and juice cleanses were developed in collaboration with plant-based nutritionists.

Since launching Veestro, you’ve experienced such great growth. What do you attribute your success to?

Our mission at Veestro is to provide delicious plant-based food and outstanding customer service. Because that has been our focus, word of mouth is the biggest reason we have experienced great growth. Our customers have been very diligent at providing honest reviews and they’ve generously shared the Veestro love.

What do you see as the benefits of Meatless Monday?

Meatless Monday is a great way for people to ‘dip their toes’ into a different way of eating. For many people, going vegan seems like an enormously intimidating venture, but starting slowly by ‘ditching’ the meat one day per week is a very easy way to try something new without a big commitment. I love the idea behind Meatless Monday because it reinforces the importance of balance. And, it makes the prospect of a healthier lifestyle feel attainable. ‘One day at a time’ is what I say.

Do you personally have any favorite dishes among your offerings?

Definitely! Although I have to say that I’m hard-pressed to pick only one! Right now I’m totally craving the Tuscan Calzone, Spinach Pie and our newest meal, the Black Bean Pasta Alfredo. However, if you asked me the same question last week, I would have chosen the Red Curry, Golden Chickpea Stew and Three Layer Scramble. I think I have about 12 meals I like to eat very often, but then I’ll crave something I haven’t had in a while and fall in love with that dish all over again. I can tell you this: there isn’t a single meal on our menu that I don’t like… the ones we don’t like never make it on the menu!