Vitalita

What Vitalita does

Vitalita Inc. is a privately held, founder-operated organization founded in 1998 by Mark Foy and headquartered in Berkeley, California. The company operates as a portfolio of three nominally separate but personally-linked ventures: the Vitalita Culinary Group (VCG), the Vitalita Technology Group (VTG), and a vacation rental property known as The Cholla House in Palm Springs, California. VCG offers free downloadable vegan and vegetarian electronic cookbooks (A Taste of Vitality and Desserts of Vitality), personal chef services, and meal/menu planning for individuals and families interested in plant-based diets, with over 95% of recipes formulated to be gluten-free. VTG provides Oracle E-Business Suite consulting services, including functional and technical implementation, upgrade, customization, and production support across OTC, CRM, Distribution, Manufacturing, and Financials modules, with additional consulting on Salesforce, Workday, Mediaocean Prisma, and D&B ERAM integrations. The Cholla House is a fully furnished 2-bedroom rental property renovated in 2025, available for short, medium, and long-term stays.

The business model is a hybrid of three distinct revenue streams. The primary revenue-generating activity is hourly Oracle EBS consulting sold directly to enterprise clients on a corp-to-corp or W-2 contract basis, billed at undisclosed rates. The Cholla House generates transaction-fee rental income distributed through Airbnb, VRBO, Lodgify, and a direct booking site. Cookbooks are distributed free of charge as a content and lead-generation layer to support the personal chef offering. Mark Foy is the sole employee, serving as President, chef, author, and technology consultant. The company commits to donating at least 10% of revenues to charitable causes spanning environment, civil rights, animal rights, health, and international relief. Notable past clients include Twitter (now X), CalRecycle, VMware, TIBCO, Coherent, SS&C Advent, Wind River, AMD Xilinx, BearingPoint/KPMG, Deloitte, CenturyLink, and Ball Corporation, with consulting work also performed alongside Oracle Consulting and Capgemini.

Name

Vitalita

Legal name

Vitalita, Inc.

Website

https://vitalita.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Vitalita Inc., founded in 1998 by Mark Foy, operates the Vitalita Culinary Group offering free vegan cookbooks and personal chef services, the Vitalita Technology Group providing Oracle E-Business Suite consulting to enterprise clients, and The Cholla House vacation rental in Palm Springs, California.

Ownership category

akta.pro rank

Product category

IT Consulting Services

NAICS

Computer Systems Design and Related Services (54151), Caterers (722320)

akta.pro primary industry

Private Chef & In-Home Dining Services (HSACAGAE)

akta.pro secondary industry

Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH)

Keywords

• Oracle EBS consulting
• Vegan cookbook publishing
• Personal chef services
• ERP implementation services
• Plant-based recipes

Headquarters

HQ city

Berkeley

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Oracle EBS/IT Consulting Services: Mark Foy provides Oracle E-Business Suite consulting services to enterprise clients on an hourly contracting basis. Services include implementation, upgrades, enhancements, customizations, and extensions on both functional and technical sides. Both on-site and off-site consulting are offered. Mark works on an hourly corp-to-corp (C2C) basis and also accepts hourly W-2 arrangements.
2. Personal Chef Service: Mark Foy offers personal chef services providing vegan/vegetarian meals for private clients, families, and small groups. Services include meal planning, cooking, and catering for events.
3. Vacation Rental Income (Cholla House): Mark Foy owns and operates The Cholla House in Palm Springs, CA — a fully furnished 2-bedroom vacation rental available for short, medium, and long-term stays. Revenue is generated through direct booking (website), Lodgify, Airbnb, and VRBO listings.
4. Free Cookbooks (Content/Lead Generation): Free vegan cookbooks and recipes are offered as downloadable electronic content. These are used to establish expertise in the culinary space and drive interest in personal chef and consulting services. Printed copies can be ordered through commercial printing services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Vitalita operates two Centers of Excellence: Vitalita Culinary Group (VCG), which publishes free vegan cookbooks and offers personal chef services, and Vitalita Technology Group (VTG), which delivers Oracle E-Business Suite consulting services across versions 10.6 through R12. The company is a sole-proprietorship run by founder Mark Foy from Berkeley, California.

Product overview

Vitalita is an organization with two centers of excellence: the Vitalita Culinary Group (VCG) and the Vitalita Technology Group (VTG). VCG provides free vegan cookbooks (A Taste of Vitality and Desserts of Vitality) available as free electronic downloads, along with personal chef services, consulting, and meal/menu planning. VTG offers IT consulting specializing in Oracle E-Business Suite implementations, upgrades, and customizations for ERP/CRM components including Order to Cash, CRM, Distribution, Manufacturing, and Financials. Additionally, Vitalita operates a separate vacation rental business (Palm Springs Cholla Rental House) as a distinct venture.

Differentiator

Problem solved

Functional benefit

Products and services

• A Taste of Vitality Free vegan cookbook published by Vitalita Culinary Group, offering plant-based recipes for individual home cooks and vegan enthusiasts.
• Desserts of Vitality Free vegan dessert-focused cookbook published by Vitalita Culinary Group for plant-based home bakers and consumers.
• Personal Chef Service In-home personal chef service delivered by Vitalita Culinary Group in the Berkeley, California area, focused on plant-based cuisine for individual clients and small gatherings.
• Oracle E-Business Suite Consulting Functional consulting, implementation, migration, and upgrade services for Oracle E-Business Suite versions 10.6 through R12, covering Financials, Supply Chain, HRMS, and CRM modules, delivered by founder Mark Foy to enterprise and mid-market clients.
• Palm Springs Cholla Rental House Short-term vacation rental property in Palm Springs, California, offered to leisure travelers seeking accommodations in the Palm Springs area.

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor.

• Sage SolutionsminorImplementation/ SI/ Consulting PartnerSage Solutions is a small Oracle consulting firm. Consultants from Sage Solutions and Vitalita have worked together on various projects. The partnership involves collaborative consulting engagements where both firms deploy resources on shared client projects.
• Oracle ConsultingminorImplementation/ SI/ Consulting PartnerMark Foy worked with Oracle Consulting as part of large Oracle implementation projects, collaborating as part of Oracle's own consulting arm on enterprise engagements.
• DeloitteminorImplementation/ SI/ Consulting PartnerMark Foy worked with Deloitte on Oracle EBS consulting engagements as part of their consulting teams on enterprise implementation projects.
• BearingPoint / KPMG ConsultingminorImplementation/ SI/ Consulting PartnerMark Foy served as CRM track lead on BearingPoint projects, working alongside their consulting teams on Oracle 11i implementations for enterprise clients.
• CapgeminiminorImplementation/ SI/ Consulting PartnerMark Foy worked with Capgemini on Oracle EBS consulting engagements as part of their consulting teams on enterprise implementation projects.
• LodgifyminorChannel Partner/ Reseller/ DistributorLodgify is the booking and reservation platform powering direct bookings on vitalita.com/rental for The Cholla House vacation rental property.
• AirbnbminorChannel Partner/ Reseller/ DistributorThe Cholla House is listed on Airbnb for short-term rental bookings in Palm Springs, California.
• VRBO (Vacation Rentals by Owner)minorChannel Partner/ Reseller/ DistributorThe Cholla House is listed on VRBO for short-term rental bookings in Palm Springs, California.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• CookUnity: Chef-driven plant-based meal subscription and delivery service. Comparable to Vitalita's personal chef and vegan culinary offering as a scaled emerging player in the plant-based prepared-meal space.
• Forks Over Knives: Plant-based content and cookbook brand with comparable vegan/plant-based content positioning to Vitalita's Culinary Group. Comparable on the culinary content side as an emerging player in the same specialty.

Broad incumbents

• Capgemini: Global systems integrator with a large Oracle Applications practice. Mark Foy has staffed Capgemini-led Oracle engagements; Capgemini is a broad incumbent offering end-to-end Oracle consulting that overlaps Vitalita's niche.
• Accenture: Largest global consulting firm with a sizable Oracle ERP/CRM practice. Represents the broad incumbent tier for Oracle implementation, upgrade, and managed services that competes for the same enterprise clients as Vitalita.
• Deloitte Consulting: One of the largest global Oracle E-Business Suite and Oracle Cloud implementation partners. Mark Foy has served on Deloitte-led Oracle engagements; Deloitte represents the upper-tier incumbent against which Vitalita competes for Oracle consulting work.
• Cognizant: Global IT services firm with a substantial Oracle Applications consulting practice. Comparable as a broad incumbent serving enterprise Oracle upgrade and customization needs at scale.

Regional players

• Vacasa: Large vacation rental management company operating across the U.S. including Palm Springs. Comparable as a peer in the vacation rental operating model that The Cholla House competes against for short-term rental bookings in the same geography.

Direct peers

• Rimini Street: Public company specializing in third-party Oracle (and SAP/IBM) enterprise software support and upgrade services. Directly comparable as a focused Oracle-stack specialist serving enterprises running legacy Oracle applications.
• Sage Solutions: A small Oracle consulting firm explicitly named in Vitalita's partnership records. Consultants from Sage Solutions and Vitalita have co-deployed on Oracle engagements, making it a directly comparable boutique competitor in the same niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/vitalita-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Vitalita