WHO ARE WE?
Changing the world with one sustainable, responsible and satisfyingly Fresh meal at a time.
Life on earth is changing. Through mass production of ‘long shelf life’ snacks, synthetic ingredients and false foods have become commonplace. We are spearheading a movement towards a more wholesome meal designation and delivery. By using mother earth’s natural processes, we harvest organic, non-GMO ingredients combined with free range, certified-humane animal proteins as the foundation of all our meals. Nature knows what it is doing, it has been doing it for a long, long time. We are just the in-between people to ensure nature’s dish arrives on your doorstep undisturbed.
WHAT DO WE DO?
Giving you access to life-enhancing, delicious nutrition as easy as the push of a button.
As our culture moves towards automation and higher demand, we offer a contrast to the over-saturation of low-tier food delivery services. We do all that work for you, so there’s no reason to keep eating the junk.
HOW DO WE DO IT?
Crafting original recipes using our own facilities, our own chefs and our own staff.
We are a 55,000 sq-ft. purpose-built operation in Anaheim, CA. Harvesting fantastic regional produce to cook deliciously real food. We have our own farms based in California where our farmers source nutrient-dense ingredients, to send directly to our kitchen. Ingredients include a wide range of fruits and vegetables, grass-fed beef, free range eggs & poultry and wild-caught fish.
Nothing is ever fried or frozen. We typically bake, steam or lightly grill, so ingredients retain their nutritional value and taste. The ready-to-eat meal journey is a process made simple only by the high-quality output of our team.
WHY DO WE DO IT?
Healthy habits performed daily are what make the difference.
Eating food is a need, but also a habit. It can be hard to break the habits of a lifetime by giving up easy food to shop, cook and clean up instead. A lot of people have the intention (every January, actually) to eat better and live better. Yet, more than 90% of new diets fail. Why? Because life is busy. It’s tough to maintain new habits.
But the reality is; people don’t always fail their diets; the diet also fails them. This is why Fresh N Lean is so revolutionary. We create recipes, meal plan, cook and deliver them to ensure your diet stays on track. It’s our mission to see a healthier, happier and more fulfilled human family.
FRESH N LEAN
Meet our leaders!
Founder & CO-CEO
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 #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.
Thomas Asseo would be a pro race car driver if he weren’t a nutrition company co-CEO. After moving to the U.S. from his native Paris at 9 years old, he rose to the top of the auto racing ladder system. In his late 20s, he was asked to serve as the right-hand man to an entrepreneur starting a new venture. That experience offered a crash course about the realities of growing a successful business. When his sister Laureen was motivated to start Fresh N Lean, Thomas’ role as co-CEO was a no-brainer. Thomas loves making healthy eating simple for people who may lack the time or desire to prepare meals that help the body unlock peak performance. He still enjoys riding his Yamaha R1 around race tracks, and he’s starting to dabble in amateur racing. He’s always on the go — whether it’s racing, doing yoga or hitting a CrossFit gym.
After a long career in private equity, David joined Fresh N Lean in 2021 as Chief Financial Officer. David’s mission is to lead growth initiatives around mergers & acquisitions and capital markets activity that will provide Fresh N Lean with extra fuel to continue on its incredible growth trajectory delivering healthy food to more people. An avid outdoorsman, David can be found either in the Pacific Ocean or up in the mountains when he’s not hard at work at Fresh N Lean. Originally from Canada, David lives in Los Angeles with his wife and two kids.
Chief Marketing Officer
Lee joined Fresh N Lean in November 2021 as the company’s first Chief Marketing Officer. Lee leads the company’s efforts to deeply understand the needs of customers, to use marketing technology and first-party data to create more personalized brand experiences at scale and to accelerate new customer acquisition & loyalty. Prior to joining Fresh N Lean, Lee spent 18+ years leading some of the biggest consumer health brands in the world at Johnson & Johnson. Lee currently resides in Santa Monica, CA where he enjoys mountain biking and skiing with his wife & two young boys.
Steve has enjoyed a 25-year career in Food Manufacturing. He is passionate about Operations, Food Safety, Lean Manufacturing, and is huge advocate for Sustainability. He joined Fresh N Lean in 2019 with the desire to disrupt the traditional Food Manufacturing model and help make healthy eating accessible to everyone. Hailing originally from Vancouver, Canada, Steve has enjoyed living and working across the United States and around the world. He loves to travel. He’s currently residing in sunny Orange County, California with his wife, son, two dogs, and two cats.
Quote: “I skate to where the puck is going to be, not where it has been.” – Wayne Gretzky
Chief Medical Officer
Dr. Paul Goodman joins Fresh N Lean with one goal: maximizing the health and well-being of our customers. While operating as an eye surgeon with Georgetown University, Dr. Goodman began working with patients on which foods could treat their eye disease. Following his experience with this ground-breaking treatment, Dr. Goodman devoted himself to becoming an authority on “Food As Medicine” for the whole body. He now brings this expertise to our team, solidifying Fresh N Lean’s role as a leader in providing healthy, delicious, ready to eat meals. Outside of his work on improving health through food, he enjoys staying active outdoors with his wife and two daughters or watching baseball.
An 18-year-old Laureen started creating healthy meals for her family at home. That turned into making enough meals for her local community, simply cooking whole foods, putting them into Tupperware and delivering them personally.
The Vegan Meal Plan was born, and so was the company.
We are online and receiving orders from active customers. Could this go from local community to statewide, or nationwide community?
Protein Plus Meal Plan introduced to provide nourishment to busy fitness junkies.
We opened our first dedicated facility in California and are shipping meals nationwide.
The Paleo Meal Plan was cooked up to deliver a taste of the wild to our customers.
By December, we had delivered over 200,000 meals to happy new dieters.
Our Low-Carb Meal Plan was brought into the fold, offering the ideal carb lite option.
Introduced our vacuum-sealed trays to maximize Freshness when meals are transported. 1 Million meals had made their way across the nation. The vision of a healthier human family was now becoming a reality.
The company now has 75 full-time employees within its ranks. A small and dedicated team made up of kitchen staff, administration and marketing are working hard to ensure healthy food becomes fast food.
Moved to our purpose-built facility in Anaheim, southern California. Now the opportunity allowed for bigger production and complete freedom to optimize our process. We had also donated over 100,000 meals to those in need.
This year we have grown exponentially. Currently a talented, multi-faceted team made up of 225 employees.
The Keto Meal Plan arrives offering quick, really clean keto and is off to a winning start.
We have delivered over 7 Million meals across America and donated 200,000 meals to the less fortunate.
Value and mission
EATING WELL SHOULD BE EASY.
Here’s the thing—anyone can make food. (Ok, almost anyone.) But we’re not anyone and we’re certainly not just making food. We’re a group of nutritionists, chefs, food fanatics and all-around passionate people who are creating nutritionally balanced, protein packed, macro perfect, junk-free, fully prepped craveable meals that don’t just fill you up, they feed your potential—potential to rock your meetings, crush your training goals or achieve something you never thought possible. How? Because eating the right food gives you the right foundation so you’re ready to get out there and get after it—whatever “it” is. From Keto to Paleo to Vegan and more, we make every recipe in our kitchen and deliver it to yours, which makes reaching your potential as easy as pushing a button—your microwave’s.
FEEDING YOUR POTENTIAL
The right food gives you the power, the energy and the focus to get after whatever it is you want to do and who you want to be. That’s why we don’t make food that just fills you up, we make food to feed your potential. Our chef-crafted meals are balanced, protein-packed and nutrient-dense so that every bite you take is fully optimized to give you everything you need to own your meetings, crush your training or achieve things you never thought possible. The best part? All these meals are available at Whole Foods, our Santa Monica store or delivered right to your door so all you have to do is pop it in your microwave and eat it. So let’s do this thing.