Vege Usa

What Vege Usa does

Vege Usa, operating commercially under the Myrtle Greens brand, is a producer and distributor of premium plant-based frozen foods serving both retail consumers and foodservice operators. Founded in 1987 and headquartered at 1419 South Myrtle Avenue in Monrovia, California, the company develops 100% vegan frozen entrees and meat-inspired plant-based proteins inspired by Asian, Italian, and All-American global cuisines. The company is privately held, employs between 11 and 50 people, and operates exclusively within the United States.

The product portfolio spans two primary channels. For retail consumers, the Vegetarian Plus line offers chef-crafted frozen entrees ready in minutes, while the VeriSoya sub-brand is positioned for an upcoming launch targeting authentic Asian-style plant-based proteins. For foodservice operators, the Easy Serve Series delivers heat-and-serve global cuisine dishes and the Element Series provides meat-inspired proteins engineered for chef-created menu items. The underlying capability is plant-based food formulation and recipe development, with deliberate focus on texture, mouthfeel, and culturally-inspired flavor profiles developed over more than three decades.

The business operates a dual go-to-market: direct-to-consumer sales via the company website (myrtlegreensco.com) for retail products, and enterprise field sales targeting professional kitchens, restaurants, and hospitality operators for foodservice offerings. Revenue is generated primarily through one-time product sales across both channels, with a planned Myrtle Greens Marketplace — a curated storefront for third-party artisanal plant-based brands — set to introduce a commission-based revenue stream. Pricing is not publicly disclosed and sales are contact-mediated via phone and email. No management team, investor roster, certifications, or strategic partnerships are publicly identified in the available source material.

Name

Vege Usa

Legal name

Myrtle Greens Company

Website

https://vegeusa.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Vege Usa, operating as Myrtle Greens, is a Monrovia, California-based producer of 100% vegan frozen entrees and plant-based proteins founded in 1987. The company serves retail consumers via direct-to-consumer sales and foodservice operators through enterprise field sales, offering culturally-inspired Asian, Italian, and American product lines.

Ownership category

akta.pro rank

Product category

Plant-Based Frozen Foods

NAICS

Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141)

SIC

Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Frozen Plant-Based & Vegetarian Meals (CRADADAF)

akta.pro secondary industries

Frozen Entrées & Complete Meals (CRADADAA), Frozen Ethnic & International Meals (CRADADAE), Special-Diet & Functional Prepared Meals (Keto, Vegan, Gluten-Free, Medical) (CRAHAJAG)

Keywords

• Plant-based frozen foods
• Vegan frozen entrees
• Vegetarian protein products
• Foodservice plant proteins
• Meat alternative products

Headquarters

HQ city

Monrovia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Retail frozen entrees: Sale of Vegetarian Plus frozen entrees directly to consumers through the company's website and potentially through retail distribution channels.
2. Foodservice products: Sale of plant-based proteins and sauces to professional kitchens, restaurants, and hospitality businesses through B2B enterprise sales.
3. Marketplace (upcoming): Planned marketplace for curated plant-based products including artisanal brands and Myrtle Greens products.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels2 records

Core offering

Vege Usa / Myrtle Greens Company manufactures and distributes plant-based (vegetarian and vegan) frozen food products. Its retail portfolio centers on the Vegetarian Plus line of frozen entrees and the VeriSoya line of Asian-style plant-based protein products, while its foodservice portfolio includes the Easy Serve Series and the Element Series for commercial kitchen operators. The company sells its own branded products directly to consumers through its website and supplies foodservice customers through B2B channels.

Product overview

Vege Usa operates Myrtle Greens as a plant-based food company offering a portfolio of frozen vegan products. The core consumer offering centers on Vegetarian Plus, a line of 100% vegan frozen entrees inspired by global cuisines, alongside the VeriSoya sub-brand specializing in Asian plant-based proteins (launching soon) and a curated Myrtle Greens Marketplace for artisanal plant-based products. For foodservice, the company provides two dedicated lines: the Easy Serve Series (heat-and-serve global cuisine dishes) and the Element Series (meat-inspired proteins for chef-created recipes). The products are designed for retail and professional kitchen use, emphasizing flavor, texture, and culturally-inspired recipes.

Differentiator

Problem solved

Functional benefit

Brands

• Vegetarian Plus: 100% vegan, chef-crafted, frozen entrees inspired by dishes from around the world.
• VeriSoya
• Myrtle Greens Marketplace

Products and services

• Vegetarian Plus Vegetarian Plus is a retail line of frozen vegetarian/vegan entrees designed for at-home consumer consumption, sold through the company's own e-commerce site and retail frozen-food channels.
• VeriSoya VeriSoya is a retail line of Asian-inspired plant-based protein products (vegetarian/vegan) targeted at consumers seeking authentic Asian-cuisine meat alternatives in frozen retail form.
• Easy Serve Series Easy Serve Series is a B2B foodservice line of ready-to-heat plant-based products designed for restaurants, hotels, and institutional kitchens needing turnkey vegetarian menu solutions.
• Element Series Element Series is a B2B foodservice line of plant-based ingredient products for commercial kitchen operators building vegetarian and vegan menu items.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Alpha Foods: Plant-based frozen meals company offering burritos, pizzas, bowls, and entrées in U.S. grocery. Closely mirrors Vege USA's Vegetarian Plus model as a DTC-and-retail frozen plant-based meal brand.
• Sweet Earth Foods: Plant-based frozen meals and protein brand (owned by Nestlé) featuring globally-inspired entrées like the 'Cauliflower Mac,' 'Breakfast Burrito,' and 'Holy Molé' bowls. Direct overlap with Vege USA's Vegetarian Plus frozen entrées and culturally-inspired positioning in retail and foodservice.
• Hungry Planet: Plant-based protein company focused primarily on foodservice and chef-driven applications with globally-inspired plant-based meats. Closely comparable to Vege USA's Element Series chef-format positioning and foodservice-first GTM.
• Dr. Praeger's: Plant-based frozen brand offering veggie burgers, bowls, and prepared entrées in U.S. grocery retail and foodservice. Comparable to Vege USA's Vegetarian Plus in retail frozen plant-based meals category.
• Tofurky: Long-established plant-based brand (founded 1980) selling frozen vegan entrées, deli slices, and seasonal roasts across grocery and natural channels. Highly comparable to Vege USA in vintage, plant-based frozen positioning, and dual retail/foodservice go-to-market.
• Gardein: Plant-based brand owned by Conagra offering frozen meat-free products including tenders, nuggets, and prepared entrées across grocery and foodservice. Closely comparable to Vege USA in both retail frozen SKUs and foodservice distribution model.

Emerging players

• Kite Hill: Plant-based brand with a heritage in dairy alternatives that has expanded into frozen plant-based entrées and snacks in specialty retail. Comparable to Vege USA's Vegetarian Plus in plant-based frozen meals, though smaller and more concentrated in natural/specialty channels.

Broad incumbents

• MorningStar Farms: One of the largest plant-based frozen brands in U.S. retail (owned by Kellanova, spun from Kellogg's), offering vegetarian burgers, Chik'n, and frozen entrées across mainstream grocery channels. Directly competes with Vege USA's Vegetarian Plus frozen entrée line in the same retail freezer aisle.
• Beyond Meat: Public plant-based protein company producing burgers, ground, sausages, and frozen products sold across U.S. grocery, foodservice, and QSR. Competes with Vege USA's Element Series and Easy Serve Series for foodservice menu placements and retail freezer space.
• Impossible Foods: Plant-based meat company with flagship retail and QSR foodservice presence (Burger King, etc.). Competes with Vege USA in the broader plant-based foodservice protein category, particularly through restaurant menu partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vege Usa