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Tennis star Serena Williams – considered by many to be one of the greatest women’s player ever – has invested in a plant-based smoothie business.
Daily Harvest – which has also won backing from Hollywood thespian Gwyneth Paltrow is a ready-to-blend smoothie company.
It delivers frozen, single-serving, organic smoothies, soups, overnight oats and chia puddings direct to consumers. In the year since its launch, it has delivered more than 1 million smoothies.
The business was inspired by founder Rachel Drori’s desire to make it quick and easy to eat healthily.
Mission
Rachel Drori, Founder and CEO of Daily Harvest, said: “Serena and Gwyneth immediately understood our mission to provide convenient foods without nutritional compromise, and their passion for what we are building will make them instrumental members of our investment team.
“As we continue to grow the Daily Harvest brand, partnering with like-minded investors furthers our mission to redefine the frozen food category. We’re excited to educate and inspire Americans across the country to incorporate healthier foods into their busy lives.”
Killer team
Drori told VegNews that she will use the capital to hire a ‘killer team’ and develop further products. Recent launches include curries and soups.
Williams – who along with her sister Venus is believed to follow a plant-based diet – said: “I invest in businesses that operate with sincerity and integrity and deliver a pure and uncompromised product.”
The 23-time grand slam winner added: “Daily Harvest reflects this strategy through both the team of employees and investors Rachel has developed, as well as delicious, healthy and convenient food. I’m excited about Daily Harvest’s future as a female-led business and I look forward to helping more people gain access to nutritious meals.”
‘Bad rep’
Paltrow said: “Frozen food gets a bad reputation but it’s actually a very practical way to consume nutrient-dense foods. Most people don’t have access to farm fresh produce year-round and often times the produce available in the grocery store was picked before peak ripeness and then traveled a far distance to the store while its nutrients degraded.
“Farm-frozen produce is picked at its nutritional peak, retains more nutrients and its more readily available to everyone.
“For this reason Daily Harvest really resonated with me and I am so excited to get behind a revolution in frozen with my investment.”
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