FIT EATS | California
I founded FIT Eats Inc. in 2012 with a simple but ambitious mission: to make mindful, nourishing meals more accessible to busy professionals. What started as a small kitchen operation quickly evolved into a high-functioning, multi-channel food business with two brick-and-mortar storefronts and statewide delivery across California.
As Founder, Creative Director, and Director of Operations, I led every aspect of the brand’s growth. I recognised a gap in the wellness food space—meals that were high-protein, macro-balanced, and nutritionally transparent—and I built FIT Eats to meet that need. I developed the brand's visual identity, UX flow, and packaging design myself, leveraging my background in graphic design and marketing to create a sleek, modern experience that resonated with health-conscious, time-strapped customers.
On the operational side, I built and managed cross-functional teams spanning kitchen, delivery, customer service, and marketing. I designed and implemented kitchen systems for batch-cooking, portion control, and allergen separation. I trained staff for speed, quality, and safety, and maintained strict compliance with health regulations. Tech-wise, I oversaw the development of a custom meal selection platform that allowed customers to personalise their orders based on dietary preferences or fitness goals—supporting both subscriptions and à la carte ordering while optimising backend logistics.
I also led all internal communications and B2B partnerships—collaborating with gyms, fitness studios, and corporate wellness programmes. I managed investor relations, crafted pitch decks, and handled hiring, payroll, and licensing—building a solid working knowledge of business law and food regulation along the way.
Eventually, I scaled FIT Eats to the point of acquisition and successfully negotiated its sale—ensuring a seamless transition for both staff and customers. That experience sharpened my entrepreneurial instincts, deepened my leadership skills, and set the stage for my next generation of food ventures—ones rooted in sustainability, inclusivity, and design-driven innovation.
