Veestro
Veestro is a direct-to-consumer plant-based meal delivery service headquartered in Los Angeles, offering weekly subscriptions of 6 to 12 fully prepared, chef-crafted organic meals to health-conscious, vegan, and weight-loss-focused consumers across the continental United States via dual coast distribution centers.
- Company typePrivate
- Founded2013
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Veestro does
Veestro is a direct-to-consumer plant-based meal delivery service headquartered in Los Angeles, California, founded in 2013 by siblings Mark Fachler and Monica Klausner. The company delivers fully prepared, chef-crafted, organic, plant-based meals to customers' doorsteps via weekly subscription, offering 6-12 meals per delivery and over 50 menu items spanning entrees, breakfast, soups, and meal packs. Core ordering modes include Chef's Choice (curated selections), a structured Weight Loss Plan, A La Carte individual ordering, and the flagship Meal Packs subscription. Customers can skip, pause, or cancel at any time, and recurring subscribers receive a 5% discount.
The business operates dual distribution centers in Los Angeles (West Coast, headquarters and original facility) and New Castle, Delaware (East Coast, opened March 2019), enabling delivery to most of the continental U.S. within three days via UPS or local couriers. Veestro transitioned from a frozen-only to a primarily fresh prepared meal model, requiring customer re-onboarding through a new e-commerce platform. Revenue is generated primarily through recurring weekly subscription charges plus shipping fees. The company serves health-conscious consumers, vegans/plant-based dieters, and weight loss seekers through horizontal segmentation, anchored by content marketing through the "Food for Thought" educational blog and earned media in CNN, MSNBC, Shape, and VegNews.
Veestro has raised approximately $3.6 million across disclosed funding rounds from 2014 through 2020, with the most recent $1.7M round led by Blue Horizon Corporation, a strategic investor in the plant-based food sector. Founder Mark Fachler (CEO, former investment banking and private equity professional) and co-founder Monica Klausner (marketing and sales) retain control of the company. Operational partnerships include Meatless Monday and the "Plants for the People" chef collaboration series. The company is privately held with no app, no proprietary software platform, and no disclosed AI/ML capabilities; the technology stack is a standard Shopify-based e-commerce flow with manual subscription management.
Veestro firmographics
Firmographics- Name
- Veestro
- Legal name
- Veestro, Inc.
- Website
- https://veestro.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Veestro is a direct-to-consumer plant-based meal delivery service headquartered in Los Angeles, offering weekly subscriptions of 6 to 12 fully prepared, chef-crafted organic meals to health-conscious, vegan, and weight-loss-focused consumers across the continental United States via dual coast distribution centers.
- Ownership category
- akta.pro rank
Veestro industry classification
Industry- Product category
- Plant-Based Prepared Meal Delivery
- NAICS
- Perishable Prepared Food Manufacturing (311991)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)
- akta.pro secondary industries
- Prepared Meal Delivery (Fresh, Ready-to-Heat) (CRAHAJAC), Special-Diet & Functional Prepared Meals (Keto, Vegan, Gluten-Free, Medical) (CRAHAJAG)
Keywords
Where Veestro is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Veestro business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Meal Subscription Delivery: Weekly recurring meal subscription service where customers choose from 6 to 12 meals per delivery. Customers select meal plans and customize their weekly menu before the order deadline (Thursday 11:59 PM). Subscribers receive a 5% discount on recurring orders. The company also offers one-time orders. Revenue is generated primarily through recurring weekly subscription charges plus shipping fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | Subscription meal plan with weekly recurring deliveries of 6-12 meals |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Veestro product offering
Product offeringCore offering
Veestro delivers fully prepared, chef-crafted, organic, 100% plant-based meals with no added preservatives directly to customers' homes. Meals are ready to heat and eat with no cooking or prep required, and are offered in fresh and previously frozen formats through weekly subscription Meal Packs of 6–12 meals, plus A La Carte and Weight Loss Plan options.
Product overview
Veestro is a plant-based prepared meal delivery service offering fresh and previously frozen options. The core product portfolio consists of three main ordering modes: Chef's Choice (curated chef selection), Weight Loss Plan (structured diet-focused meals), and A La Carte (individual meal selection). These are delivered through a weekly subscription meal service called Meal Packs, offering 6-12 chef-prepared, organic, preservative-free meals per delivery. Supporting collections include Entrees (main dishes), Breakfast, and Soups. The company transitioned from frozen-only to offering both fresh and previously frozen options, with meals arriving ready to heat and eat.
Differentiator
Problem solved
Functional benefit
Products and services
- Meal Packs (Weekly Subscription) A weekly subscription meal delivery service that delivers 6 to 12 fully prepared, chef-crafted, 100% plant-based meals per box directly to customers' homes. Customers customize their weekly menu before the Thursday 11:59 PM deadline, with flexible skip-or-cancel-anytime terms and a 5% discount on recurring orders.
- Chef's Choice A curated meal selection option where Veestro's chefs choose the meals for the customer, providing a convenient hands-off meal planning experience within the weekly subscription.
- A La Carte An à la carte individual meal ordering option that allows customers to select specific plant-based meals from the menu without committing to a recurring subscription plan.
- Weight Loss Plan A structured, portion-controlled meal plan designed to support weight loss goals through calorie-conscious, nutrient-dense plant-based meals delivered to the customer's door.
Quantifiable outcome
- 53% reduced incidence of Alzheimer's disease associated with plant-based diets
- +2 more outcomes
Companies that use Veestro
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Veestro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Veestro partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Operation Food SearchminorVeestro donated 400 plant-based meals to Operation Food Search (OFS), a local non-profit helping heal hunger by distributing more than $35 million worth of food to 330 community partners across 31 Missouri and Illinois counties and the city of St. Louis. The donation was made during The Wellness Ride, an 85-day bike across America challenge.
- The Wellness Ride (Richie Crowley)minorVeestro partnered with The Wellness Ride, an 85-day bike across America challenge raising awareness about healthy food and living. The partnership included donating 400 plant-based meals to Operation Food Search and shipping meals directly from Veestro as part of the campaign's mission to support organizations working on hunger issues.
- Various Plant-Based Chefs, Experts, and Influencers (Plants for the People)coreVeestro launched the 'Plants for the People' Recipe Collaboration Series — a program designed to highlight and celebrate leading chefs, experts, and influencers in the plant-based space. The series introduces limited-edition dishes produced in partnership with respected plant-based personalities.
- Meatless MondaycoreVeestro partnered with Meatless Monday, a non-profit initiative of The Monday Campaigns, to launch Meatless Monday Meal Packs — a collaboration to make plant-based eating more accessible by encouraging consumers to skip meat one day per week.
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
Veestro competitors and assessment
Company assessmentDirect peers
- Purple Carrot: Plant-based meal kit and prepared meal delivery service. Direct overlap on plant-based positioning and DTC subscription model, though Purple Carrot's meal kit format differs from Veestro's fully prepared approach.
- Daily Harvest: Direct competitor offering a direct-to-consumer subscription service delivering frozen, chef-prepared plant-based meals, smoothies, bowls, and snacks. Closely aligned with Veestro on plant-based positioning, subscription model, and national delivery.
- Splendid Spoon: Direct competitor in plant-based prepared meal delivery with a subscription model offering ready-to-eat meals, soups, and grain bowls. Competes head-to-head with Veestro on health-conscious, plant-based consumers seeking convenience.
- Mosaic Foods: Direct competitor offering plant-based prepared frozen meals via subscription. Similar DTC, subscription-based model with a focus on convenient, nutritious plant-based eating—directly comparable to Veestro's offering.
- Thistle: Direct competitor in plant-forward prepared meal delivery, offering subscription-based, ready-to-eat meals emphasizing fresh, healthy, mostly plant-based ingredients. Comparable on menu philosophy and DTC subscription model.
- Territory Foods: Direct competitor offering chef-prepared meals delivered to consumers, with regional chef networks. Notable because Veestro's customer service is hosted on Territory Foods' zendesk, suggesting operational relationship.
- Sakara Life: Direct competitor in premium prepared meal delivery, offering plant-rich, ready-to-eat meals on a subscription basis with a wellness/clean-eating positioning that overlaps with Veestro's value proposition.
- Freshly: Direct competitor in prepared, ready-to-heat meal delivery via subscription. Comparable on fresh prepared meals and DTC subscription, though broader (not strictly plant-based) menu.
Broad incumbents
- HelloFresh: Largest meal kit subscription company in the U.S. offering meal kits (not prepared meals) at scale. Broader incumbent addressing convenience-meal demand but with different format and substantially larger customer base and capital.
- Factor (formerly Factor 75): Prepared meal subscription service offering ready-to-heat chef-made meals. Broader menu (not strictly plant-based) but competes for the same time-starved, health-conscious consumer seeking prepared meal convenience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Veestro social profiles
Digital presenceVeestro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Veestro leadership team
Management profileNumber of profiles
Profiles2 records
Veestro funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Veestro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Veestro
What does Veestro do?
Veestro delivers fully prepared, chef-crafted, organic, 100% plant-based meals with no added preservatives directly to customers' homes. Meals are ready to heat and eat with no cooking or prep required, and are offered in fresh and previously frozen formats through weekly subscription Meal Packs of 6–12 meals, plus A La Carte and Weight Loss Plan options.
Is Veestro a public or private company?
Veestro is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Veestro founded?
Veestro was founded in 2013. It employs 11 to 50 people.
Where is Veestro based?
Veestro is headquartered in Los Angeles, United States, in the North America region.
How does Veestro make money?
One revenue line is on record: meal Subscription Delivery.
Who are Veestro's main competitors?
Direct peers on record are Purple Carrot, Daily Harvest, Splendid Spoon, Mosaic Foods, Thistle, Territory Foods, Sakara Life and Freshly. Broad incumbents are HelloFresh and Factor (formerly Factor 75).
Does Veestro have an API?
No public API is recorded for Veestro.
What industry is Veestro in?
Veestro's product category is Plant-Based Prepared Meal Delivery. Its primary akta.pro industry code is CRAHAJAD, Prepared Meal Subscriptions (Chef-Prepared, Recurring), with a secondary code of CRAHAJAC, Prepared Meal Delivery (Fresh, Ready-to-Heat). Its NAICS code is 311991 and its SIC code is 2000.