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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According To TikTok, This Wellness Concoction Is The Cheat Code To Getting That 'Slip N Slide'
Being a woman is no easy feat. Don’t get me wrong, I love it here – I do! But, it’s not for the faint of heart. And, by faint of heart, I mean men.
Here’s the short list of things we navigate (in no particular order) that make me know God is, in fact, a woman: menstruation, men (good, bad, and ugly), motherhood, and maintaining the motherfucking magic in our relationships. We hold shit down. We get shit done.
There’s simply no denying that, at our best, women are godly! We’re also imaginative, crafty, and intuitive when we allow ourselves to be. We listen to and know our bodies like no other. Though, with Western medicine and generally being displaced from our roots, I think many of us have become out of touch with what’s natural to us and for us. However, I believe we’re attempting to return to what feels right–what feels natural.
TikTok has made it a bit easier as we’ve been able to hear first-person accounts of natural remedies such as okra water and its benefits for all things womanly, and then some. You’ve seen what I’m talking about–all the hype around okra water providing additional vaginal lubrication for women and also, its ability to make for easier labor for expecting mothers.
@charleanleonora We unlocking new levels of self care. Don’t sleep on this stuff and get my e-book! 🤎 #plantbased #naturalremedy #okrawater #womenhygiene
Benefits of Drinking Okra Water
@goldennn_xo6 I hope this helps 💕 #naturalbirth #homebirth #okrawater #okraforpregnancy #naturallaboranddelivery #fypシ #fyp #thefindguru
Between its believed contributions to digestive health and blood sugar control, drinking okra water has a lot going for itself in terms of possible health benefits. One of its most sought-after benefits is the helping hand it lends to those laboring children. Though there isn't a lot of science to support these claims, there’s lots of talk about how okra water can assist with the birthing process, with labor said to be easier through reduced pain, and the added lubrication is thought to help the baby "slide out" during the actual birth.
The believed increase in vaginal lubrication that the concoction is said to create is believed to be another benefit of regularly consuming okra water. Let me add there have been women warning against just how much additional lubrication (Smuckers, gushy-gushy, that wet-wet) it can cause. And, I would say heed this warning if you are someone who feels embarrassed by maybe the idea of squirting and excessive wetness.
The bulk of the knowledge around these particular health benefits is anecdotal, and while there does seem to be other health benefits, we can’t be certain of which ones and the quantity of nutrients being infused into the water in this form.
How To Make Okra Water
@maryamjhampton Replying to @RH How I make Okra Water! #okrawater #healthtips #womenshealth
Making okra water is a rather straightforward process. The simplest way is taking okra pods (frozen or fresh but preferably organic) and putting them in an encapsulated bottle with water to soak for up to 24 hours. Once you’ve made it, rest assured it will have a very thick and slimy texture–this is where it gets subjective. I could try it and tell you my experience, but I’ve seen some people say the flavor isn’t that bad while others say that they can’t handle the texture.
But, once you’ve made the okra water, feel free to mix it in with drinks like lemonade or a complimentary tea. And, as a pro tip, you can even add mint to infuse with your water to further enhance the taste. Though, I’m thinking when people are trying to enhance the taste it’s the texture they’re trying to distract from as many people seem to think the flavor is manageable–texture? Not so much.
You can also add okra water to smoothies, or make popsicles from it – the sky’s the limit when you’re an okra pod.
I know there’s this natural urge to be distrustful of things that haven’t been proven by…well…Western medicine. Though the research is not there in that regard, it seems to be common knowledge and a useful remedy amongst the African community.
I want to point out that our ancestors disseminated and passed along information for generations anecdotally. They shared their first-hand accounts of what worked and what didn’t work. So now, here I am, sharing the stories of others because this is how we get the recipes back! I do encourage everyone to do their due diligence when going the holistic route.
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Featured image by Westend61/Getty Images