Meet Mrs. Jenny Goldfarb | CEO, Unreal Deli

We had the good fortune of connecting with Mrs. Jenny Goldfarb and we’ve shared our conversation below.

Hi Mrs. Jenny, how does your business help the community?
Mrs. Goldfarb’s Unreal Deli is dedicated to making a positive social impact by offering delicious plant-based alternatives that promote health, sustainability, and ethical eating. Our mission is to create products that not only satisfy cravings for traditional deli flavors but also contribute to a healthier planet. By using high-quality, non-GMO ingredients like real vegetables, protein-rich grains, and legumes, we provide nutritious options that help reduce reliance on animal agriculture, which is a significant contributor to environmental degradation.

Growing up with a family history in New York delis, I had a profound appreciation for the taste and culture of deli meats, but after adopting a vegan lifestyle, I was determined to recreate those beloved flavors in a way that was entirely plant-based, nutritious, and delicious. Our products benefit the community by providing accessible and enjoyable avenues to incorporate plant-based foods into everyday diets, promoting better health outcomes and catering to the rising demand for sustainable and ethical food options. Recently, we launched a new bacon product that continues our tradition of delicious, high-quality plant-based offerings. Our unwavering commitment to quality ensures that individuals do not need to compromise on taste or nutrition when choosing plant-based alternatives.

Ultimately, Unreal Deli is more than just exceptional food; it embodies a commitment to making a positive difference in the world one sandwich at a time. We aim to benefit individuals, communities, and the planet by promoting health, sustainability, and ethical eating choices.

What should our readers know about your business?
Mrs. Goldfarb’s Unreal Deli is a plant-based deli meat company that brings the classic flavors of traditional deli meats to the vegan world. Growing up with NY deli in my blood and adopting a vegan lifestyle, I founded the company to offer a unique blend of REAL veggies and protein-rich grains and legumes, delivering UNREAL flavor and health benefits. We use high-quality non-GMO ingredients like green lentils, white beans, black rice, and peas to pack every serving with 14-15g of complete protein, blended with beets, onions, potatoes, corn, tomato, and shiitake mushrooms to ensure every bite is packed with nutrients.

One of the things I am most proud of is seeing our products make their way into mainstream grocery stores and restaurants. It’s incredibly rewarding to know that we are helping to make plant-based eating more accessible and enjoyable for a wide audience. Another exciting milestone was our appearance on “Shark Tank,” where we gained not only investment but also incredible exposure and validation for our products.

Getting to where we are today has not been without challenges. The food industry is incredibly competitive, and breaking into it with a new plant-based product presented its own unique difficulties. Additionally, during the pandemic, we had to completely pivot our business model, shifting to retail and restaurants to meet changing consumer needs and market dynamics.

Overcoming these challenges required resilience, creativity, and a strong support network. We listened closely to customer feedback, continued to expand our product line, and built relationships with retailers and distributors who believed in our mission. We also leaned heavily on the support of our team and advisors, who provided invaluable guidance and expertise.

One of the key lessons I’ve learned along the way is the importance of staying true to your mission and values. It’s easy to get sidetracked by trends or competition, but maintaining a clear vision of why we started this journey has been crucial to our success. I’ve also learned the value of flexibility and adaptability. The ability to pivot and adjust our strategies in response to market demands and challenges has been vital.

What I want the world to know about Unreal Deli is that we are committed to creating delicious, high-quality plant-based products that make it easier for people to choose sustainable and ethical food options. Our story is one of passion, perseverance, and a deep love for the traditional deli experience. We are excited about the future and look forward to bringing more innovative and delicious products to our customers.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
For a week-long visit to Los Angeles with a best friend, I’d ensure we mix in some classic spots with lesser-known gems. That way, we’d savor a blend of local flavors and truly authentic LA experiences. We’d check out some of LA’s incredible museums like The Getty Center, enjoy the relaxed vibe of Venice Beach for people-watching, and perhaps venture into the serene Griffith Park for a hike and stunning city views. Dining-wise, we’d sample some of the city’s vegan gems like Crossroads Kitchen and The Butcher’s Daughter. Plus, we’d make sure to visit classic Jewish diners like Canter’s and Factor’s Famous Deli, renowned for their authentic deli experience. These spots hold a special place for me, as they were some of the first to put our deli on the menu.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My shoutout goes to my father, who has been my right-hand man, and business partner throughout this incredible journey with Mrs. Goldfarb’s Unreal Deli. His unwavering support, wisdom, and entrepreneurial spirit have been instrumental in shaping our brand’s success. From the early days of experimenting in our kitchen to navigating the complexities of the food industry, he has been by my side, guiding and inspiring me every step of the way. His dedication and belief in our vision have truly been the cornerstone of our accomplishments. I owe so much of where we are today to his endless encouragement and shared passion for creating delicious plant-based deli meats that bring joy to so many. Dad, this one’s for you.

Website: https://unrealdeli.com

Instagram: https://www.instagram.com/unrealdeli/

Linkedin: https://www.linkedin.com/company/unrealdeli

Twitter: https://twitter.com/UnrealDeli

Facebook: https://www.facebook.com/unrealdeli/

Youtube: https://www.youtube.com/channel/UC0mZQhyWZpxSDK8crZt1dmA

Image Credits
Image of Jenny: Credit Kathleen Lantos Photography
Images of deli: Credit: Susie Weinrich