This month, we speak to Jason Rosenbaum, co-founder of Actual Veggies: a US food brand that makes clean label, natural veggie burgers and fries that 'celebrate vegetables instead of trying to mask them'. Read on to find out more about the brand's mission and journey as it champions a veg-forward future.

What led to Actual Veggies’ establishment, and what is the company’s long-term mission?

The idea for Actual Veggies came from my personal journey. I gave up meat for health reasons, specifically to lower my cholesterol, and it worked. But as I shifted to a more plant-based diet, I struggled to find a veggie burger that wasn’t trying to imitate meat. I wanted something clean, healthy and made entirely from vegetables – something that tasted like a veggie-forward dish you’d get at a high-quality restaurant.

Most of the options on the market were either ultra-processed meat alternatives or bland, uninspiring veggie patties. That’s when I realised there was a gap: no one was making a restaurant-quality veggie burger with real, whole vegetables and no fillers. So we set out to change that.

Our long-term mission is to redefine plant-based eating by focusing on clean, whole food ingredients that celebrate vegetables in their natural form. We want to make plant-based eating more accessible, nutritious and delicious – proving that real food, made simply, is the best option.

Do you believe that consumers will continue to shift away from the ‘hyper-realistic’ meat-mimicking trend in favour of more natural alternatives? What will this mean for the plant-based industry in the long term?

Yes, we’ve already seen a shift in consumer preferences. When the plant-based boom started, a lot of companies focused on replicating the taste and texture of meat, but as people become more conscious of ingredients and nutrition, there’s growing demand for cleaner, less-processed alternatives.

This shift means that the plant-based industry must evolve beyond imitation and focus on real, whole food-based innovation. The long-term impact will be a stronger emphasis on transparency, sustainability and functional nutrition – areas where Actual Veggies excels.

What kinds of wholesome ingredients are key to Actual Veggies’ range, and why were they chosen?

Our core ingredients are actual vegetables, legumes and spices. We use ingredients like black beans, sweet potatoes, beets, carrots and mushrooms, all chosen for their natural flavours, vibrant colours and nutritional benefits. By keeping our ingredient list short and recognisable, we ensure that our products deliver real nutrition without any fillers or artificial ingredients.

What are some of the key benefits of Actual Veggies’ products?

Our burgers are packed with protein, fibre, vitamins and plant-based protein from whole ingredients, not isolates. Unlike many plant-based options, we don’t use soy, seed oils or artificial additives. This makes our products easier to digest and more aligned with a whole food diet.

By using real vegetables and plant-based proteins, our products also have a much lower environmental footprint compared to both meat and heavily processed plant-based alternatives.

How do you approach innovation, and how do consumer insights influence your R&D process?

We focus on flavour-first development, ensuring that our products taste great in addition to being nutritious. By keeping a pulse on evolving health trends and sustainability concerns, we’re able to create products that meet both taste and functional needs.

What do you believe differentiates your products within the crowded plant-based market?

We stand out by celebrating vegetables in their natural form rather than trying to disguise them. Our products are clean label, vibrant and nutrient-dense, offering a true alternative to both meat-based and processed plant-based options. Consumers today want transparency and simplicity, and that’s exactly what we deliver.

Were there any key challenges involved in developing your range? How were they navigated?

One of the biggest challenges was achieving the right balance of taste, texture and nutrition while using only whole food ingredients. Unlike highly processed plant-based burgers that rely on stabilisers and binders, we had to find natural ways to create a burger that held together and delivered on flavour. Through extensive testing and collaboration with chefs and food scientists, we developed a formula that works without sacrificing our core values.

What has been the company’s biggest achievement to date?

One of our biggest achievements has been seeing our burgers served at hundreds of restaurants nationwide. This is a true testament to the quality of our product – Actual Veggies burgers aren’t just a grocery store item; they meet the high standards of chefs and foodservice professionals who demand fresh, flavourful and premium ingredients.

The fact that restaurants are choosing our burgers proves that we’ve created something truly restaurant-quality – a veggie burger that stands on its own, not as a meat alternative, but as a delicious, chef-approved dish. Seeing our vision validated in both retail and foodservice has been incredibly rewarding, and it fuels our drive to continue expanding.

What’s next for Actual Veggies?

We’re focused on expanding our product line to offer even more ways for people to enjoy whole food, plant-based meals. This includes exploring new flavours, formats and partnerships that align with our mission. We’re also committed to growing our retail and foodservice presence to make our products even more accessible.

For aspiring start-ups in the food and beverage industry, what valuable advice or insights would you share to help them navigate the challenges and opportunities in this dynamic sector?

Stay true to your mission. The food industry is competitive, and it’s easy to get distracted by trends, but authenticity wins in the long run. Focus on what makes you different (better) and run with it.

Be patient, but not too patient. Nothing will ever be 100% perfect, and if you wait for everything to be just right, you’ll never launch. At some point, you have to take a leap of faith, put your product out there and refine as you go. The market will give you feedback, and you can iterate – but you can’t grow if you don’t start.