In this episode of Women in Retail Talks, Women in Retail Leadership Circle Senior Content Strategist Ashley Chiaradio interviews Laureen Asseo, founder and co-CEO of Fresh n’ Lean, the No. 1 meal delivery service for organic, chef-prepared meals. Listen in as Asseo discusses how she founded Fresh n’ Lean at 18 years old after preparing healthy meals for her sick father, as well as how the COVID-19 pandemic has affected the company, including dealing with an increase in consumer demand.

Asseo shares the strategies she’s used to motivate her team during uncertain times, how the health crisis has resulted in some positive changes for Fresh n’ Lean, and the challenges as well as advantages that come with being a bootstrapped company when competing with larger meal delivery services. Asseo discusses her focus on expanding Fresh n’ Lean’s national retail footprint to make the company more accessible, how mentorship has played a role in her career, and how she hopes to mentor more young women in the retail and manufacturing space.

Laureen Asseo founded Fresh n’ Lean at 18 years old from the kitchen of her one-bedroom apartment. Her father had been facing serious health problems after years of overindulging in processed American foods, and she was desperate to help him reverse the damage. Her plan: make eating well a no-brainer for people who lack the time or desire to prepare tasty meals. Today, Fresh n’ Lean is the No. 1 meal delivery service for fresh, ready-to-eat, gluten-free, organic meals. Laureen has an obsession with delivering good nutrition to as many people as possible. She loves to help people with their health, weight loss and convenience goals, because she has seen firsthand how transformative it can be simply to consistently eat well. Laureen has a huge love for all animals and owns horses and a dog named Leo, who comes to work with her every day.

Date: September 22, 2020

Credits: Laureen Asseo

Duration: 18:36