The Edgy Veg, Inc.
- Company typePrivate
- Founded2015
- Headquarters—
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
The Edgy Veg, Inc. firmographics
Firmographics- Name
- The Edgy Veg, Inc.
- Legal name
- The Edgy Veg, Inc.
- Website
- https://theedgyveg.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
The Edgy Veg, Inc. business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain
Revenue model
- Cookbook Sales: Sale of the 'Edgy Veg Cookbook: 138 Carnivore-Approved Vegan Recipes' published by Firefly Books, distributed through major bookstore chains and online retailers globally.
- Digital Advertising: The website displays targeted advertising through CMI Marketing, Inc. d/b/a CafeMedia and Adthrive advertising partners. The company collects user data and uses cookies for advertising purposes.
- Affiliate Marketing: Recipe pages include affiliate links to recommended products on Amazon (e.g., ingredients, kitchen equipment) with referral commissions on qualifying purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free recipe content on theedgyveg.com website |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels7 records
The Edgy Veg, Inc. product offering
Product offeringCore offering
The Edgy Veg creates and distributes vegan recipes, cookbooks, and digital food content targeted at vegans, flexitarians, and eco-conscious eaters. The company operates a free recipe website (TheEdgyVeg.com), a YouTube channel of recipe videos, and sells cookbooks through major retailers and direct-to-consumer. Content emphasizes "carnivore-approved" plant-based versions of mainstream comfort foods using accessible ingredients and techniques.
Product overview
The Edgy Veg, Inc. operates a multi-platform vegan food content business consisting of three core offerings: a free recipe website (TheEdgyVeg.com) providing vegan recipes across categories including breakfast, lunch, dinner, desserts, and drinks; an e-commerce cookbook (The Edgy Veg Cookbook: 138 Carnivore-Approved Vegan Recipes) sold through major retailers; and a YouTube channel featuring recipe videos and cooking content. The company is Canadian-based and founded by Candice Hutchings and James Aita.
Differentiator
Problem solved
Functional benefit
Products and services
- Edgy Veg Cookbook: 138 Carnivore-Approved Vegan Recipes A cookbook featuring 138 vegan recipes approved by meat and cheese-loving panelists, with 90% original recipes not previously published on the blog or YouTube channel, covering basics, munchies, mains, desserts, smoothies, and cocktails. Sold through major retailers including Amazon, Indigo, Barnes & Noble, Book Depository, Books-A-Million, and Indie Bound, distributed globally by Firefly Books.
- TheEdgyVeg.com Recipe Website A comprehensive vegan recipe website offering free recipes across categories including breakfast, lunch, dinner, desserts, snacks, and drinks, along with lifestyle content covering beauty, fashion, eco-tips, travel, and mental health. Monetized through display advertising (CafeMedia/Adthrive) and embedded affiliate links.
- Edgy Veg YouTube Channel A YouTube channel featuring vegan recipe videos, cooking tutorials, and food content hosted by Candice Hutchings. The channel hosts recipe videos, cooking tutorials, 'What I Eat in a Day' format videos, veganization of trending food topics, and cookbook promotion.
- Edgy Veg Easy Eats Cookbook A vegan cookbook currently on sale, marketed as Quick, Tasty, Vegan, published by Firefly Books and sold through Indigo, Amazon Canada, Amazon USA, and Barnes & Noble.
Quantifiable outcome
- 138 carnivore-approved vegan recipes with 90% original content
Companies that use The Edgy Veg, Inc.
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
The Edgy Veg, Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Edgy Veg, Inc. partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Firefly BookscorePublisher and distributor of the Edgy Veg Cookbook. Handles international distribution and can be contacted directly for orders outside standard retail channels. Email: [email protected], Phone: +1-416-499-8412.
- CMI Marketing, Inc. d/b/a CafeMediacoreAdvertising partner for placing advertisements on the website. CafeMedia collects and uses certain data for advertising purposes. Privacy policy aligned with GDPR requirements.
- Indigo Books and MusiccoreCanadian bookstore chain where the Edgy Veg Cookbook is sold. Hosted in-store book signing events at Bay & Bloor and Eaton Centre locations in Toronto in October 2017.
Scale indicators2 records
Recent moves5 records
The Edgy Veg, Inc. competitors and assessment
Company assessmentDirect peers
- Deliciously Ella: Plant-based recipe platform, app, and cookbook brand founded by Ella Mills. Comparable creator-led vegan content business that has expanded into branded food products, retail, and a wellness app — illustrating the upside path for The Edgy Veg.
- Thug Kitchen (Bad Manners): Plant-based recipe blog-turned-cookbook brand with irreverent positioning targeting omnivores. Closely analogous to The Edgy Veg's carnivore-approved positioning and creator-driven model.
- Hot For Food: Vegan recipe blog and YouTube channel run by Lauren Toyota, with a published cookbook and similar carnivore-to-vegan conversion positioning. Closely comparable in tone, target audience, and creator-led business model.
- Minimalist Baker: Plant-based recipe blog founded by Dana Shultz, monetized via ads, affiliate links, and multiple cookbooks. Closely mirrors The Edgy Veg's content + cookbook + advertising model with a comparable audience of plant-curious home cooks.
- Rainbow Plant Life: Vegan recipe blog and YouTube channel with a large global audience, monetized through ads, affiliate, and brand partnerships. Direct competitor for plant-based recipe content and a comparable scale creator in the same niche.
- Oh She Glows: Vegan recipe blog and cookbook brand by Angela Liddon, with multiple bestselling cookbooks. Operates the same free-blog-plus-cookbook-plus-affiliate model as The Edgy Veg and targets a similar vegan/flexitarian audience.
- Pick Up Limes: Vegan recipe website and YouTube channel run by Sadia Badiei, offering free plant-based recipes, meal plans, and a lifestyle app. Direct comparison to The Edgy Veg as a creator-led vegan food content business with similar recipe-blog + video + digital monetization model.
- Nora Cooks: Vegan recipe blog with YouTube content, monetized via ads, affiliate, and a published cookbook. Operates an essentially identical model to The Edgy Veg with a comparable solo-creator footprint.
Broad incumbents
- Forks Over Knives: Established plant-based media brand tied to a documentary franchise, publishing recipes, cookbooks, and meal plans. A larger incumbent in plant-based content that competes for the same audience and advertising dollars as The Edgy Veg.
Others
- Firefly Books: Publisher and distributor of The Edgy Veg Cookbook; an ecosystem partner rather than competitor. Relevant for understanding the company's publishing economics and international distribution reach.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
The Edgy Veg, Inc. social profiles
Digital presenceThe Edgy Veg, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Edgy Veg, Inc. leadership team
Management profileNumber of profiles
Profiles2 records
The Edgy Veg, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Edgy Veg, Inc. 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 The Edgy Veg, Inc.
What does The Edgy Veg, Inc. do?
The Edgy Veg creates and distributes vegan recipes, cookbooks, and digital food content targeted at vegans, flexitarians, and eco-conscious eaters. The company operates a free recipe website (TheEdgyVeg.com), a YouTube channel of recipe videos, and sells cookbooks through major retailers and direct-to-consumer. Content emphasizes "carnivore-approved" plant-based versions of mainstream comfort foods using accessible ingredients and techniques.
Is The Edgy Veg, Inc. a public or private company?
The Edgy Veg, Inc. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Edgy Veg, Inc. founded?
The Edgy Veg, Inc. was founded in 2015. It employs 1 to 10 people.
How does The Edgy Veg, Inc. make money?
Three revenue lines are on record. Cookbook Sales are the primary driver. The others are digital Advertising and affiliate Marketing.
Who are The Edgy Veg, Inc.'s main competitors?
Direct peers on record are Deliciously Ella, Thug Kitchen (Bad Manners), Hot For Food, Minimalist Baker, Rainbow Plant Life, Oh She Glows, Pick Up Limes and Nora Cooks. Forks Over Knives is listed as a broad incumbent. Firefly Books is listed as an others.
Does The Edgy Veg, Inc. have an API?
No public API is recorded for The Edgy Veg, Inc..