Russ: This is the BusinessMakers Show heard here and seen online at theBusinessMakers.com. And for those of you watching online, obviously, we're not in the studio. We're out in the field. We're at the headquarters of Green Plate Kids. And my guest is Lisa Pounds, founder and CEO of Green Plate Kids. Lisa, welcome to the Business Makers Show.

Lisa: Thank you so much for having me, Russ.

Russ: You bet. Well, let's start about you telling us about Green Plate Kids.

Lisa: Sure. Green Plate Kids is a healthy and convenient meal option for children and families. And we have an online store where people can go online and order for delivery at their home Tuesdays and Fridays. And we're also contracting with several private schools in the area and offer catering for children's parties.

Russ: Okay. Real cool. So we're talking abut getting into that prepared foods category, that you're being real healthy and fit.

Lisa: Yes. Yes.

Russ: And focused on kids. I don't know that I've heard of that happening already [Laughter]. Is it happening?

Lisa: It is. Well, we're trying [Laughter].

Russ: All right. That's good.

Lisa: Really, our focus is to use children's food and really pick food that they really enjoy like Macaroni and Cheese, and incorporate pureed vegetables. We're doing baked gluten free chicken nuggets that they actually really love.

Russ: Mm. _____.

Lisa: And we've done a lot of taste tests with our children, so we do know that they are enjoying the food.

Russ: All right. Now, do they compete with the chicken McNuggets?

Lisa: Well, we say they can compete with them. We don't fry them. We don't have any trans fats, little, if any, saturated fats. And ours are actually gluten free and baked, but they do taste pretty awesome [Laughter].

Russ: All right. Good. Good. I might even want to test some _____ -

Lisa: Yes. Yes. Yes [Laughter].

Russ: - be a judge. Okay. So this is real interesting. How long has Green Plate Foods been in business?

Lisa: Well, we incorporated in January. We opened our proverbial store online in June. So we've been open -

Russ: Oh, wow!

Lisa: - almost two months.

Russ: All right.

Lisa: Yep.

Russ: And so in that period of time, it looks to me like this is a happening kitchen. You must be preparing quite a few meals already.

Lisa: We are. We are. We deliver on Tuesdays and Fridays for home deliveries, and then we just started a school contract, which started last week, and we have two starting in the next couple of weeks. So we'll be in operation five to six days a week in this kitchen.

Russ: Oh, my goodness.

Lisa: Yep.

Russ: Okay. So I got to ask what was it that stimulated the idea [laughter] to start a prepared food service for children?

Lisa: Honestly, my daughter. I was taking some time off with my daughter and at home and trying to feed her, and realizing what I thought I knew about food and nutrition and feeding my daughter, I really started researching and learning that I had a lot to learn. And so - and there weren't many options out there for busy, working parents to go pick up something that's already prepared and done. So either you make it yourself or we hope that we've come up with a solution that people can use for a convenient option.

Russ: Okay. And I assume your research made you feel a little bit uncomfortable what your daughter might be eating if you just took the standard route.

Lisa: Absolutely. Yes. We were - you know, I absolutely was not satisfied with what the options were out there. And, you know, it's not just simply an adult portion that's made smaller. That's not an acceptable option for a children's meal.

Russ: Okay. Now, I know enough about Green Plate Kids -

Lisa: Mm-hmm.

Russ: - to know that you're preparing quite a few meals and every day. How in the world did you get word out there and get this thing rolling?

Lisa: You know, really, it's been a word of mouth and viral marketing and moms just getting the word out. I grew up in Houston and have a fairly good network of friends and family here, and we really started marketing before we even opened the door. So it's taken off, and we're very happy with how it's going.

Russ: Okay. Describe for us some of the dishes -

Lisa: Sure.

Russ: - that you have right in front of us right now that really look delicious [Laughter].

Lisa: Absolutely. We'll, start with our super mini brownies that we'll actually, after the show, do a little demo on. And they're super because we actually incorporate some pureed spinach and blueberries in them [laughter], but you can't detect the spinach.

Russ: Spinach in your brownies.

Lisa: Yes.

Russ: My Goodness.

Lisa: And so we really try and put a lot of thought and effort into every single menu item. All natural, organic as much as possible, and no preservatives, and no high fructose corn syrup. And so just all-natural products.

Russ: Okay.

Lisa: And I just want to show you what the packaging looks like -

Russ: Sure.

Lisa: - some of the packaging we do. This is an enchilada. It's our chicken enchilada. And we serve it with Mexican brown rice and organic black beans. And this is one of our favorites. This is our Yummy Mac. And this is the classic Macaroni and Cheese, but we incorporate butternut squash into it, and we use all natural cheese with a multi-grain pasta. And this is a huge winner with my daughter and many other children [Laughter]

Russ: Okay [Laughter].

Lisa: And then over here we have our lasagna. And we just have lots of pureed vegetables and - in the sauce and on top. So we want children to know what vegetables look like, but also try and sneak them in when we can [Laughter].

Russ: Right. Okay. Okay. That's cool.

Lisa: And just to show you the packaging, again, on that.

Russ: Sure. Sure.

Lisa: So this is just a couple of the items.

Russ: And what's this. You skipped this -

Lisa: Oh, I'm sorry [Laughter].

Russ: - and this looks delicious.

Lisa: These are our granola bars. And they're just all-natural organic oats with dried fruit and nuts, and just real simple and no preservatives. So -

Russ: Okay. Now, I got to ask are you a chef and a nutritionist?

Lisa: Well, no, I'm not. I'm really just the businessperson behind it all, but definitely a foody and love to eat, and love to sample things. I was, in starting this, realizing that I'm not an expert in that field, and so I interviewed and hired a nutritionist earlier this year. And so we've been working together, developing the recipes. And she's also a trained chef. And then I'm also fortunate enough to have brought on an executive chef who has almost 40 years of experience.

Russ: Wow! Okay.

Lisa: So we've assembled a great team of people, and we've been testing and testing and testing the recipes over and over again until we've really perfected them.

Russ: So is there actually some place where you have children come in and taste the food and tell you what they think of it?

Lisa: You know, we've done a lot at my house [laughter], and a lot of my friends' houses. We've done lots of tasting parties. And we bring in the children, and we've even developed little tasting cards where they can check off yucky to yummy [laughter], and they decide.

Russ: Great [Laughter].

Lisa: And honestly, it's through the feedback that we get from children and the parents that we've developed and tweaked our recipes. And so we're really happy with the final product.

Russ: That's real cool. But isn't the taste palate of children varied significantly?

Lisa: It is. Children are very, very picky. And so that's why we really took the classics like the Macaroni and Cheese and the chicken nuggets and the things that they can recognize and try and make those as healthy as possible, but it's really getting these children to start eating at a young age different things and showing them, you know, enchiladas and lasagnas and other things that aren't just going through a drive-thru, and really incorporating these foods as early as possible. So -

Russ: Do you have a particular child in the tasting group that doesn't like much of anything that you're always trying really hard -

Lisa: We always do.

Russ: - or do you just sort of exclude people like that [Laughter]?

Lisa: You know, we always do [Laughter]. And you can't pleases 100% of everyone.

Russ: Right.

Lisa: And I think the parents know if they have a child that's super picky, if they just eat one new item or two new items, you know, then that's -

Russ: Then it's success.

Lisa: - success. Yeah. Absolutely. That's a success.

Russ: That's cool. Talking with Lisa Pounds, founder and CEO of Green Plate Kids. And we'll be back with more with Lisa after this. You're listening to the BusinessMakers Show, heard here and seen online at theBusinessMakers.com.

[Commercial]

Russ: This is the BusinessMakers Show, heard here and seen online at theBusinessMakers.com. And continuing on right here in the kitchen at Green Plate Kids with my guest, Lisa Pounds, the founder and CEO of Green Plate Kids. Now, you've got my convinced, Lisa, that you and your nutritionist and your chef can really put together some tasty, healthy meals for kids, but man. That's just like only half of the puzzle.

Lisa: Mm-hmm.

Russ: And maybe it's even less than half. I don't know, but after that, my God, you have to deliver, you know, 100 meals to 75 locations. Were you prepared for that sort of execution requirement?

Lisa: Well, we're excited about the challenge. You know, we are bringing on delivery drivers and bringing on another chef starting soon.

Russ: Wow!

Lisa: And so we are addressing each challenge as it happens, but we'll be able to execute as well as we can.

Russ: Well, we've spent a little time in the prepared foods category before -

Lisa: Mm-hmm.

Russ: - on the Business Makers Show.

Lisa: Mm-hmm.

Russ: And boy, it seems like it's a booming category altogether, even though nobody's focused on children. But boy, you know, you said you deliver Tuesdays and -

Lisa: Fridays.

Russ: - Fridays.

Lisa: Mm-hmm.

Russ: Okay. Do you see at some point maybe you're delivering every day?

Lisa: Possibly. Yeah. We're definitely open to the idea.

Russ: Okay.

Lisa: Mm-hmm.

Russ: Now, I also know that some prepared food businesses when they do start growing, they start opening up more kitchens around.

Lisa: Mm-hmm. Mm-hmm.

Russ: And is that part of your strategy as well?

Lisa: Well, we'll be evaluating all those options as the need arises.

Russ: Okay.

Lisa: Yeah.

Russ: And when you say evaluating, you know what I mean [laughter], you know there's lots of entrepreneurs that love to watch -

Lisa: Yes.

Russ: - this show. You're kind of venturing into -

Lisa: Mm-hmm. Mm-hmm.

Russ: - uncharted waters here.

Lisa: Absolutely.

Russ: Are you concerned about it? Are you excited about it? And how are you gonna decide?

Lisa: All of the above, Russ. I mean, we're optimistic and excited about it. And, you know, we just try not to make the same mistake twice and really fine-tune our strategy. You know, we're looking at - possibly looking at retail, looking at maybe -

Russ: Wow!

Lisa: - offering our meals at other peoples' locations. So I think all of these things we'll be evaluating, but for right now, we're just gonna stick to our strategy and try and get this thing off the ground ____.

Russ: Okay. Well, one part of your strategy, which is impressive to me -

Lisa: Mm-hmm.

Russ: - is that you've got the interest of several schools, and -

Lisa: Yes.

Russ: - you've already got a few as customers, correct?

Lisa: Yes. We have -

Russ: 'Cause you read all the time - when you read in the paper about obesity and the problems -

Lisa: Mm-hmm.

Russ: - you don't go too far without getting into the school cafeteria and the foods that they've -

Lisa: Yeah.

Russ: - served forever.

Lisa: Yep.

Russ: So I got to think they're all good prospects.

Lisa: Yes. The schools have been very excited about us coming in. Several of the schools we're replacing some unhealthy options that they had where they were currently contracting with fast food options [Laughter]. So they were pretty thrilled [laughter] when we walked in the door and had something that was a healthy pizza or a Mac and Cheese that was, you know, far healthier than their previous option. So we are working with private schools right now, so they're a little bit easier to work with, certainly, than the public school system. But it is a huge issue. And this is something that is just devastating to see people becoming obese or having diabetes -

Russ: Oh, yeah.

Lisa: - at age ten. So -

Russ: It's obviously a huge problem -

Lisa: Yes.

Russ: - if you look around our -

Lisa: Yes.

Russ: - population [Laughter].

Lisa: Yep.

Russ: And you seem to be attacking it at the correct place.

Lisa: Right.

Russ: But I'm just curious how you get a child interested in your food. So if I were going to school at a cafeteria that -

Lisa: Mm-hmm.

Russ: - offered your foods, would I still have quite a bit of choice when I went through the cafeteria line or whatever? Or is it just today, you know, this is what you have, lasagna?

Lisa: Right. Well, the schools that we've signed up, they all kinda have a different setup. And they range, I'd say, from maybe 150 people to, say, 450 people. So some of them have a varying schedule. Like every two weeks they have something different, and then they get to choose between maybe two or three options on that day. So the parents sign up in advance for a month -

Russ: Oh, so -

Lisa: - or a semester.

Russ: - do they sign up for the -

Lisa: Mm-hmm.

Russ: - individual student?

Lisa: Right.

Russ: Yeah. Okay. Wow1

Lisa: So we'll have an option on our website soon in the next month where parents can go online directly, order for their child and prepay for that month or the whole semester.

Russ: So if I were a child going through the line, it would - I would come and they would say oh, here, it's Russ Capper, here's your food.

Lisa: And it's already prepared. Yes

Russ: Wow!

Lisa: And so we are delivering the meals hot to the schools. We're not offering a full-service catering directly, but we do deliver the food hot to the schools.

Russ: Now, I spent time on your website -

Lisa: Mm-hmm.

Russ: - and I saw some of the FAQs, which are pretty interesting.

Lisa: Yep.

Russ: They show the different complications and choices, but I also notice that people apparently were asking can I have your meals delivered to my school when it's a school that might not be participating in the program.

Lisa: Mm-hmm. Mm-hmm.

Russ: And I think you said you don't do that right now, right?

Lisa: Well, there's a couple of options and ways we can work with schools who aren't' currently signed up with us. Well, number one, we like to talk with them about signing them up [laughter], but number two, parents can just order for home delivery, and then they can send their -

Russ: Take it -

Lisa: - child to school with the lunch the next day.

Russ: That's cool. That's cool. It seems to me that that solves a problem for the parents -

Lisa: Yes.

Russ: - big time, you know.

Lisa: Yes. Parents are sick of packing a child's lunches at midnight the night before or hurrying the day of, and so this is really filling _____ [Laughter].

Russ: Jeez, I might open up a competing one, and it would be unhealthy food [Laughter]. No. No way.

Lisa: Those are already available [Laughter].

Russ: Oh, yeah, they're already available [Laughter]. Lots of competition -

Lisa: Yes.

Russ: - there too. Well, I find this to be real cool. Could a family even say well, wait a minute, when you're delivering my child's food to school -

Lisa: Mm-hmm.

Russ: - deliver some for us for dinner tonight too?

Lisa: That's a great point, Russ. We're doing that. We are offering family meals, family of four, family of six, complete with sides, and we do our - just a couple of the things we showed earlier, the lasagnas and the enchiladas and meatloaf. And it comes with sides. And so they don't have to get anything else. And so, like I said, we're doing that on the home delivery, but we're - with the several schools that we've signed up, parents will be able to order their child's lunches online and then select for their family meals or their dinners or for lunches for their other children and pick it up at the school when they pick up their child.

Russ: So the family dinners are the same food, but just in larger helpings?

Lisa: Some of them. Yes. We do have a couple of unique things just for the families.

Russ: Okay. Okay. I mean -

Lisa: Yeah.

Russ: - I just wonder about - and maybe this is a wrong -

Lisa: Different portions.

Russ: - misconception, but even spices. I mean, do -

Lisa: Right.

Russ: - so you might - an adult plate or dish might be -

Lisa: Right.

Russ: - with more spices?

Lisa: Well, we've thought about that, and so for the lasagnas or the enchiladas, we just include an extra side of the sauce. And so if they want some extra flavor, they can kinda add that to their portion, but nothing's really spicy. Things are flavorful, and children like flavor, but we are conscientious about that for the children.

Russ: Man, as I hear it, I mean, it all sounds really cool.

Lisa: Mm-hmm.

Russ: It sounds exciting. It sounds like a noble cause -

Lisa: Yeah.

Russ: - and it sounds like it's still an execution challenge -

Lisa: Yes.

Russ: - extraordinary.

Lisa: Mm-hmm.

Russ: Well, we're gonna talk more about that -

Lisa: Yes.

Russ: - after this.

Lisa: Okay [Laughter].

Russ: Okay [Laughter]. I'm talking with Lisa Pounds, founder and CEO of Green Plate Kids. And we'll be back with more with her after this. You're listening to the BusinessMakers Show, heard here and seen online at theBusinessMarkers.com.

[Commercial]

Russ: This is the BusinessMakers Show, heard here and seen online at theBusinessMakers.com. And continuing on with Lisa Pounds, founder and CEO of Green Plate Kids. Now, Lisa, I keep homing back in on this execution thing. I can just imagine this kitchen stacked real high with these, and I'm sure you put 'em in some kind of carrier and heading out, and lots of delivery people and stuff. And - but I think I've beat that issue over the head [Laughter]. So - but related to that -

Lisa: Mm-hmm.

Russ: - carry us down the path into the future. What's your vision -

Lisa: Mm-hmm.

Russ: - your perfect vision for Green Plate Kids three to five years from now?

Lisa: I'm very optimistic and I'm sure that we'll be a multi-million-dollar company, and hopefully we'll be across the United States and hopefully the world. I mean, I think - I see this as something that everyone needs. And children and families across the country and world are in need of this. I see it expanding [Laughter].

Russ: Okay. Globally.

Lisa: Globally [Laughter].

Russ: Cool. Well, there's absolutely no question that there has to be a change -

Lisa: Mm-hmm.

Russ: - you know, in the diet for children -

Lisa: Mm-hmm.

Russ: - and stuff, and you're certainly doing your part to change that. In fact, obviously, have become quite knowledgeable in that category. What sort of general advice do you give parents these days -

Lisa: Mm-hmm.

Russ: - on what they ought to do and how they ought to change -

Lisa: Yeah.

Russ: - the diet of their children?

Lisa: Definitely. This is a huge matter that affects so many people. And I think a couple of things is just to encourage doing exercising every single day. And I think trying to get children off of soft drinks and off of all the added-sugar drinks, and just to stop going through drive-thru, fast food places just because, you know, I know you're late from soccer practice and picking up somebody from ballet. You know, plan ahead. Go to the grocery store and have chopped-up veggies and other options at home. It doesn't cost that much more to have fresh ingredients and natural ingredients. And I think the bottom line really is for people to read the ingredients and try and eat real food. And if you can't pronounce it, then you probably should be eating it [Laughter].

Russ: That's great advice.

Lisa: Yes.

Russ: I really appreciate that.

Lisa: Yes [Laughter].

Russ: Now, I do know that it's cool that you're this startup entrepreneur. And I happen to know also that there's sort of entrepreneurship DNA in your family.

Lisa: Yes [Laughter].

Russ: Tell us a little bit about your family and all their startups.

Lisa: Sure. Well, I'm very fortunate to have a supportive and encouraging family. My father is an entrepreneur and has been very supportive of this operation and has really given me the confidence and some advice in getting things off the ground. And my two stepbrothers have also started a business in which he works with them full time. So while - you know, we don't really read the statistics on how many businesses [laughter] don't start up.

Russ: That's good. That's good.

Lisa: I try not to read those. And actually, my 93-year-old grandmother was a very successful businesswoman back in the day, and she started a real estate practice in Florida. And so I've always had very strong people in my family to look up to and know and have the encouragement to move forward.

Russ: Wow! That's real cool.

Lisa: Yeah.

Russ: I'm sure that helps a whole lot too.

Lisa: It does.

Russ: They're not afraid of that risk-taking at all.

Lisa: Well, you know, it definitely keeps you up at night, but [laughter] it is exciting.

Russ: Okay. Well, let's imagine right now that we have some sort of young, aspiring entrepreneur tuned in -

Lisa: Mm-hmm.

Russ: - watching you on video or listening to you on the radio -

Lisa: Right.

Russ: - and they're kinda getting excited about what you've -

Lisa: Yes.

Russ: - accomplished and what you're doing. What sort of general advice would you give him and her -

Lisa: Mm-hmm.

Russ: - if they're considering taking this path?

Lisa: Well, I would say research, research, research. And I'd say don't quit your day job quite yet [Laughter]. And I would say just talk to as many people as you possibly can about that business. And that's really what I did. I didn't know the food industry previously, and so I really just talked to everyone I could possibly talk to before I jumped in. And so I'd say the research and really interviewing and talking to as many people as you can. And having a firm understanding of what you're jumping into before you do it. But also dreaming big and wanting to go after your goals and dreams is - I think everyone should be empowered to do that.

Russ: Okay. My favorite piece of advice, I think, comes into play -

Lisa: Mm-hmm.

Russ: - for you and Green Plate Kids [laughter] -

Lisa: Yes [Laughter].

Russ: - but it's - man, it just takes incredible commitment -

Lisa: Mm-hmm.

Russ: - and determination -

Lisa: Mm-hmm.

Russ: - you know, to pull it all off. I kind of feel passion in you -

Lisa: Mm-hmm.

Russ: - for this business.

Lisa: Mm-hmm.

Russ: And so I think that you're gonna have what it takes to make it successful.

Lisa: Well, I hope so too. Thank you.

Russ: Great. Great. Okay. For those of you that are listening on the radio, I would encourage you to tune into theBusinessMakers.com and watch the video because right after the show, what we're gonna do is that Lisa's gonna be joined by her chef, Richard Aroyo, and they're actually gonna put together some of these super brownies right here in front of our cameras. And Lisa, I really thank you for telling your story and wish you good luck with Green Plate Kids.

Lisa: Thank you so much for having me.

Russ: You bet. You're listening to the BusinessMakers Show, heard here and seen online at theBusinessMakers.com.