Meet The SHEeo: Chef Adyre Mason Of The Veggie - A Vegan Comfort Food Delivery Service
With the rise of more and more black women breaking away from traditional 9-5s to become their own bosses, the CEO is getting a revamp as the SHEeo. CEOs are forging their own paths, blazing their own trails, and turning their passion into a profit. In the Meet The SHEeo series, we talk to melanated mavens leveling up and glowing up, all while redefining what it means to be a boss.
During her twenties, Adyre Mason began suffering from extreme health issues including digestive distress, adult acne, joint pain, and high cholesterol. Over the course of two years, she transitioned to a vegan lifestyle and eliminated her ailments. But despite having more energy and a new business plan for a food service company, she struggled with the idea of leaving behind her dead-end job and taking the leap into entrepreneurship.
With the loss of her mother in 2017, she realized life was too short to be scared or comfortable. She cashed out her 401k and in 2018 launched The Veggie — a prepared meal delivery and catering company serving vegan comfort food. The Veggie regularly travels all throughout the southeast with its vegan fare to service individual clients, events, and festivals.
In this week's feature, meet Adyre Mason of The Veggie.
Courtesy of Adyre Mason
Title: Founder & CEO of The Veggie
Year Founded: 2018
Location: Huntsville, Alabama
# of Employees: 3
30-Second Pitch: The Veggie specializes in vegan comfort food served through fully prepared meal delivery, catering and personal chef services, and wholesale partnerships. Using Huntsville, Alabama as a launching pad, The Veggie regularly travels throughout the southeast with its vegan fare to service individual clients, events, and festivals. It is our goal to situate our products and our presence in spaces in need of variety wherever vegans are, and where they want to be!
The Details:
What inspired you to start your brand?
In my twenties, I began suffering from issues like extreme digestive distress, adult acne, joint pain, and high cholesterol. I knew I had to do something different. I began transitioning to vegan over a two-year period, moving intentionally from meat eater to pescatarian to vegetarian and finally, vegan. Within a few short months, many of my problems were gone or vastly improved, and I had more energy and stamina than ever before. I am passionate about exposing people to vegan food in a familiar way that helps with trying and sticking to something new.
"I am passionate about exposing people to vegan food in a familiar way that helps with trying and sticking to something new."
What was your a-ha moment that brought your idea into reality?
For years, I sat on my business plan and my passion for food while sitting behind a desk at a job I hated. Staying where I was seemed like the only option until my mom suffered from multiple strokes and was paralyzed in 2017. After losing her only four months later, I realized how short life was and that I didn't have time to be scared or comfortable. I cashed out my 401k to become my own investor and have used my grief as a catalyst for reinventing myself through my business in my mother's honor.
What obstacles did you have to overcome while launching and growing your brand? How were you able to overcome them?
My biggest obstacle has been working through my grief and depression. I started my business less than a year after my mom's passing and although my business has helped me get out of bed every morning and deliver, at times my grief has been a major roadblock. There have been many days I have literally worked and cried at the same time. Days where instead of being the push I needed, the business felt like an impediment to me getting the time I needed for me. I am learning that so much of life is about balance. I try to maximize every moment for myself when there's time, and I maximize every moment immersed in my craft when I'm working. Giving space for everything that makes me who I am and helps me become who I want to be - rest, work, self-care, planning, having fun, wherever it may be - is what I believe is key.
"There have been many days I have literally worked and cried at the same time. Days where instead of being the push I needed, the business felt like an impediment to me getting the time I needed for me. I am learning that so much of life is about balance."
What was the defining moment in your entrepreneurial journey?
Last fall, I had the esteemed privilege of catering a studio session for Grammy Award winner Anthony Hamilton. This was a full circle moment for me because I was first in close quarters with Mr. Hamilton when I was only a sophomore in college working at The Gap. To go from bagging his clothes to preparing his meal as the Chef and Owner of my own business was definitely a full circle moment!
Where do you see your company in 5-10 years?
I would love for The Veggie to become a familiar brand through nationwide shipping of our fully prepared meal service, as well as making some of my unique drink and small snack products available in stores like Whole Foods. As my company outgrows my individual effort, it is my hope that my passion for food and travel can collide to service personal chef clients wherever needed.
Where have you seen the biggest return on investment?
Oddly enough, I have spent very little money on marketing. I have primarily built my business on consistency, hustle, and word of mouth. I believe a key has been capitalizing on marketing opportunities that also generate revenue. This is one of the reasons I have put myself in a position to be able to travel so that as I vend across the region, I can market the business as well as generate the revenue I need to sustain and grow.
"I have primarily built my business on consistency, hustle, and word of mouth. I believe a key has been capitalizing on marketing opportunities that also generate revenue."
Do you have a mentor? If so, who?
No, but I would love to have one. I do try to share knowledge and ask questions, because I always consider myself a student, with other chefs who do work similar to me.
Biggest lesson you’ve learned in business?
It's less about what you start with and more about what you do with what you have. I have not had an investor (yet) but I regularly see businesses that did sell less than me when side by side in the same venues. There are people who have more bells and whistles, yet people will bypass them to come shop with me because they've heard about the product or recognize my consistency. It's about working what you have, and sometimes that isn't always money. But when you work with what you have and stay consistent, I believe more resources come.
Follow The Veggie on social: Instagram, Facebook, and Twitter.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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ItGirl 100: Get To Know Some Of The Most Inspiring And Empowering Women On Our List
The ItGirl 100 List, in partnership with Hyundai, is a celebration of 100 Black women who aren’t afraid to pull up their own seats to the table.
We often see lists featuring amazing women who are seasoned in this thing called life, and our ItGirl 100 List gives flowers to the people they’ve passed the torch to: young millennial and Gen Z women who are innovating and disrupting in today’s world of advancement.
xoNecole has partnered with Hyundai for its inaugural ItGirl 100 List to give these women their flowers today. It’s a celebration of 100 Genzennial women who have built their own tables, launched new businesses, and redefined what it truly means to be blessed, booked, and busy.
Here’s a snapshot of fun facts from a few of the women listed on the ItGirl 100, representing the East, West, Midwest, and South:
EAST
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DJ 9AM: DJ & Curator
Representing: Brooklyn
Ultimate ItGirl Song: "On My Mama" by Victoria Monét
Favorite OG It Girl: Nia Long
Zodiac Big Three: Cancer Sun, Taurus Moon, Pisces Rising
Favoring open-format, multi-genre mixes, this DJ has created a winning reputation for rocking a crowd with seamless transitions and selections, always representing Southwest musical and cultural influences.
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Tiffany James, Founder, Modern BLK Girl
Representing:Brooklyn
Ultimate ItGirl Song: "Lucky Girl" by Carlina
Favorite OG It Girl:Naomi Campbell
Zodiac Big Three: Sagittarius Sun, Leo Moon, Virgo Rising
Modern BLK Girl is one of the leading investment groups among women of color, and the founder serves as an avid investor, community builder, and advocate. Tiffany James is also a mentor, utilizing her unique combination of financial and fashion expertise.
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Kat Mateo, Casting Director
Representing: New Jersey
Ultimate ItGirl Song: "Princess Going Digital" by Amaarae
Favorite OG It Girl: Kelis, Eve, Lil Kim
Zodiac Big Three: Aries Sun, Cancer Moon, Cancer Rising
Thriving as a casting director and stylist, Kat Mateo offers a unique point of view that has shaped New York Fashion Week shows, ad campaigns, and editorials. She has also been a major contributor to cultural conversations related to fashion and inclusivity.
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Denise Stephanie Hewitt, Photographer
Representing: Brooklyn
Ultimate ItGirl Song: "Experience" by Victoria Monét
Favorite OG It Girl: Hannah Montana
Zodiac Big Three: Taurus Sun, Aquarius Moon, Aquarius Rising
This Gordon Parks Foundation scholar is a full-time student who has been working to expand her freelance career in photography. Denise is also been featured among Essence'sinaugural list of "Top 10 Creators Under 30," for her unique aesthetics and perceptions through her art.
WEST
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Nayamka Roberts-Smith, Aesthetician
Representing: Los Angeles
Ultimate ItGirl Song: "Tomorrow 2" by GloRilla & Cardi B
Favorite OG It Girl: Meagan Good
Zodiac Big Three: Sagittarius Sun, Leo Moon, Capricorn Rising
Nayamka Roberts-Smith is an award-winning professional in the skincare industry and serves as an educator, offering knowledge on beauty culture. She also is a well-sought-after speaker on beauty and women’s issues, with a following of more than 1 million on social.
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Desiree L. Talley, Esq., Vice President, Legal & Business Affairs, Revolt TV
Representing: Los Angeles
Ultimate ItGirl Song: "Nice" by The Carters
Favorite OG It Girl: Issa Rae
Zodiac Big Three: Cancer Sun, Scorpio Moon, Cancer Rising
An attorney and storyteller, Desiree L. Talley meshes relatability with her legal smarts for the culture. She advocates for cultural advancement and societal change through her POPLAW Podcast while balancing her executive duties at Revolt TV.
Marley Rae
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Marley Rae, Organizer, WalkGood
Representing: Los Angeles
Ultimate ItGirl Song: "Nice For What" by Drake
Favorite OG It Girl: Mariah Carey
Zodiac Big Three: Capricorn Sun, Taurus Moon, Leo Rising
Marley Rae is a Nike Athlete, certified yoga instructor, COO, and Director of Health and Wellness for WalkGood LA, a family-founded non-profit organization. She is dedicated to fostering understanding and care in local and global communities.
MIDWEST
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Shawnee Dez
Representing: Chicago
Ultimate ItGirl Song: "FreeBody Freestyle" by Shawnee Dez
Favorite OG It Girl: Toni Morrison
Zodiac Big Three: Cancer Sun, Aquarius Moon, Cancer Rising
Shawnee Dez is an artist who's all about captivating her audience through encouragement and empowerment. Her music features fluid harmonic layering, live instrumentation fused with digital production, and her unique multi-talented voice in an alto melodic tone.
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Bianca Pastel, Visual Artist
Representing: Chicago
Ultimate ItGirl Song: Anything by Whitney Houston
Favorite OG It Girl: Grace Jones
Zodiac Big Three: Taurus Sun, Leo Moon, Sagittarius Rising
Bianca Pastel's artistic portfolio includes fine art, illustrations, and animation, and she's worked with clients including Disney Pixar, and the NFL, to name a few. Her focus is "empowering the experience of being a Black child and dealing with mental health issues."
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Donyale Walton, Founder, Hoop Mobb
Representing: Detroit
Ultimate ItGirl Song: "Yeah I Said It" by Rihanna
Favorite OG It Girl: Aaliyah
Zodiac Big Three: Virgo Sun, Libra Moon, Capricorn Rising
Donyale Walton's brand Hoop Mobb, celebrates the Black and Brown fashion and cultural impact and presence of hoop earrings. It's grown to earn more than seven figures in annual revenue and a nationwide community of loyal consumers.
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Ticara Devone, Content Creator
Representing: Chicago
Ultimate ItGirl Song: "She's a Bitch" by Missy Elliott
Favorite OG It Girl: Ananda Lewis
The Zodiac Big Three: Libra Sun, Taurus Moon, Virgo Rising
A trusted sneaker enthusiast and content creator, Ticara Devone uses dynamic storytelling to hold space for others with a passion for sneakers. A published writer, she’s worked with brands including Nike and Footlocker and inspires us all by ensuring women are vocal and seen in the multi-billion dollar shoe space.
SOUTH
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AllyiahsFace, Content Creator
Representing: Atlanta
Ultimate ItGirl Song: "Go Off" Doja Cat
Favorite OG It Girl: Gabrielle Union and Halle Berry
Zodiac Big Three: Gemini Sun, Leo Moon, Scorpio Rising
AllyiahsFace's YouTube channel has more than 830,000 subscribers, and she's been hitting the ground running since 2015. Her content creation, which centers on beauty, fashion, and lifestyle, has led to a lucrative career and drawn a close-knit social and real-life community to view and be inspired.
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Jaycina, Executive Director, Tender
Representing: Atlanta
Ultimate ItGirl Song: "All I Got" by Amel Larrieux
Favorite OG It Girl:Tracee Ellis Ross
Zodiac Big Three: Leo Sun, Sagittarius Moon, Sagittarius Rising
Jaycina is a signed model with a nonprofit that works to provide support and community for single mothers in Atlanta. She's also appeared in campaigns for brands including Fenty and GAP as well as features in all your favorite magazines and on billboards across the country.
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Asha Christian, Founder, Coily App
Representing: Atlanta
Ultimate ItGirl Song: "It's My Life" by Mariah Carey
Favorite OG It Girl: Toni Childs (Girlfriends)
Zodiac Big Three: Sagittarius Sun, Leo Moon, Leo Rising
Asha Christian created Coily to provide beauty recommendations utilizing social data. It offers a more personalized, AI-driven experience for users and part of her mission is to provide solutions related to diversity and put the focus back on the consumer. Meshing tech and culture, Christian is innovating with options that exemplify the Black girl magic needed in tech.
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