Behind Her Empire Podcast: How Fresh n’ Lean's Founder Grew Her Idea into a $100M Business

Yasmin Nouri

Yasmin is the host of the "Behind Her Empire" podcast, focused on highlighting self-made women leaders and entrepreneurs and how they tackle their career, money, family and life.

Each episode covers their unique hero's journey and what it really takes to build an empire with key lessons learned along the way. The goal of the series is to empower you to see what's possible & inspire you to create financial freedom in your own life.

Behind Her Empire Podcast: How Fresh n’ Lean's Founder Grew Her Idea into a $100M Business

On today's episode of the Behind Her Empire podcast, we hear from Laureen Asseo, founder and CEO of Fresh n' Lean, one of the largest organic prepared meal delivery service in the United States.


While studying at the Fashion Institute of Design and Merchandising, her father faced serious health problems. Galvanized to help him reverse the damage of years of poor eating habits and inactivity, she founded Fresh n' Lean out of her one-bedroom apartment, at 18 years old.

Talking business was commonplace growing up, and she says her parents were extremely supportive of her endeavor. Of her dad, a serial entrepreneur, she said, "He's my number one fan, always pushing me to do what I want to follow my dreams. And that was really instilled for me at a young age. So that was a super powerful, especially being a woman and being young...."

As she cooked for him, she formulated a business plan. Her goal was to make eating well incredibly easy for people who lack the time or desire to prepare healthy meals. She spent her twenties grinding, while her friends were partying and says "personally now I look back at my life and I'm like, oh my gosh, eleven years went by so fast. And like my whole twenties,...I didn't get to experience a lot....I think that everyone just...chooses the path to go down."

The business grew rapidly and over the past three years, and Laureen says Fresh n' Lean has recorded revenue growth of more than 500%, has a team of 400 employees and is generating over $100 million in revenue without any outside funding.

Hear what Laureen says it takes to build a business as a young woman in an industry largely dominated by men, how she dealt with the many naysayers who thought her idea was impossible and the biggest lessons she's learned over the past decade running her company.

"If I could go back in time, I would tell myself...don't be so hard on yourself and don't...listen so much to what people are saying or wanting to please everybody or just being in that emotional state because it only negatively impacts yourself and...your ability to process properly or to make a decision." -- Laureen Asseo

Laureen Asseo is under 30 years old and the founder and CEO of Fresh n' Lean.


Want to hear more of the Behind Her Empire podcast? Subscribe on Stitcher, Apple Podcasts, Spotify, iHeart Radio or wherever you get your podcasts.

Subscribe to our newsletter to catch every headline.

Cadence

Genies Wants To Help Creators Build ‘Avatar Ecosystems’

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Genies Wants To Help Creators Build ‘Avatar Ecosystems’

When avatar startup Genies raised $150 million in April, the company released an unusual message to the public: “Farewell.”

The Marina del Rey-based unicorn, which makes cartoon-like avatars for celebrities and aims to “build an avatar for every single person on Earth,” didn’t go under. Rather, Genies announced it would stay quiet for a while to focus on building avatar-creation products.

Genies representatives told dot.LA that the firm is now seeking more creators to try its creation tools for 3D avatars, digital fashion items and virtual experiences. On Thursday, the startup launched a three-week program called DIY Collective, which will mentor and financially support up-and-coming creatives.

Read moreShow less

Here's What To Expect At LA Tech Week

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Here's What To Expect At LA Tech Week

LA Tech Week—a weeklong showcase of the region’s growing startup ecosystem—is coming this August.

The seven-day series of events, from Aug. 15 through Aug. 21, is a chance for the Los Angeles startup community to network, share insights and pitch themselves to investors. It comes a year after hundreds of people gathered for a similar event that allowed the L.A. tech community—often in the shadow of Silicon Valley—to flex its muscles.

From fireside chats with prominent founders to a panel on aerospace, here are some highlights from the roughly 30 events happening during LA Tech Week, including one hosted by dot.LA.

Read moreShow less

Is AI Making the Creative Class Obsolete?

Steve Huff
Steve Huff is an Editor and Reporter at dot.LA. Steve was previously managing editor for The Metaverse Post and before that deputy digital editor for Maxim magazine. He has written for Inside Hook, Observer and New York Mag. Steve is the author of two official tie-ins books for AMC’s hit “Breaking Bad” prequel, “Better Call Saul.” He’s also a classically-trained tenor and has performed with opera companies and orchestras all over the Eastern U.S. He lives in the greater Boston metro area with his wife, educator Dr. Dana Huff.
​AI face surrounded by art
image courtesy of Andria Moore

As artificial intelligence becomes more advanced, AI image and writing generators are becoming more widespread, even taking on creative tasks some once thought uniquely human.

These tools have limitations. AI-created images sometimes appear half-finished (look no further than DALL-E’s early renderings of faces), and AI-generated writing can sound like garble written by, well, a robot.

The surge in AI use for creative work like copywriting and developing art has some in the creative fields concerned about losing their jobs, going the way of the traditional animator at Pixar. Reports like one published in 2021 by San Mateo-based job discovery platform Zippia don’t help with statements like, “AI could take the jobs of as many as one billion people globally and make 375 million jobs obsolete over the next decade” and “half of all companies currently utilize AI in some fashion.”

Using AI to create open-source art available to the masses wasn’t on the radar for many until the release of the text-to-image creator DALL-E Mini last summer. The release coincided with the Washington Post’s profile of Google engineer Blake Lemoine, who claimed Google’s Language Model for Dialogue Applications (LAMDA) was sentient.

AI innovations like GPT-3—a large language model which uses deep learning to produce original text—are touted as solutions to a host of problems with little discussion about drawbacks or limitations. One notable example is the widely-used writing assistant Grammarly, which uses a combination of artificial intelligence techniques, including deep learning and natural language processing.

Hour One’s Natalie Monbiot says creatives shouldn’t be concerned about AI.

“It's normal to feel anxious about it, and it will be a realistic concern for those whose actual work can be done more cheaply, quickly, and consistently via machines,” says Monbiot, who is head of strategy for the avatar video generation platform.

“These new technologies are new tools,” she says, like “the pen, the typewriter, computers, and so on.”

Monbiot says that as AI becomes more instrumental to creators’ work, “there will be a higher premium on creativity (which is distinctly human) and less on execution.”

Kris Ruby of Ruby Media Group, a PR agency, tells dot.LA that users go wrong with AI writing products by trusting them to produce finished work. That “is not how the tools are supposed to be used,” Ruby says.

According to Ruby, users of text-to-image generation tools like DALL-E Mini and Midjourney make the mistake of “calculating the cost of the software subscription…but not the number of hours it takes to get even one useable image.”

Austin-based Jasper.ai’s CEO Dave Rogenmoser says these applications “eliminate the mundane elements of the content creation process.” Jasper develops multiple AI-powered writing tools and recently added a text-to-image creator to its suite.

“It isn’t a replacement for creators or the creative process,” he says, “rather, it’s a trusty sidekick in the content process that helps bring ideas to life faster and in a more efficient way.”

San Francisco-based Writer.com is an AI writing assistant focused on corporate clients. Its CEO, May Habib, tells dot.LA that creators have more to gain from the tools than they have to lose.

“Like any tool, it is about depth: AI writing tools are most powerful in the hands of those who are already pretty skilled, but still pretty useful for everyone,” Habib says.

“We don’t think AI is going to take away real writing jobs,” she continues, “but it will speed up ideation and drafting.”

Is there a danger of overselling AI before it can meet companies’ expectations?

Habib’s answer? Absolutely. Consumers should not expect artificial intelligence to solve all their problems. Applications powered by AI “can’t feel like magic,” she says; they have to “feel like technology."

AI expert Mikaela Pisani is the Chief Data Scientist for Los Angeles-based Rootstrap, which develops apps for startups. Asked if it was realistic for creators to worry about losing jobs to artificial intelligence, Pisani says, “AI is becoming increasingly creative” and “can help creatives generate content ideas at scale.”

When it comes to fears that AI might replace creators, Pisani notes that “Creativity is defined as 'the ability to produce or use original and unusual ideas.’”

“To think outside of the box is implicitly hard to do for machines,” Pisani says, “since AI are trained on available information. Therefore, our creative brain won't be replaced by AI in the near future, since it is too challenging for machines to recreate innovation. By extension, AI does not create a final piece of art, but it can be used as a co-creator.”

Pisani’s perspective isn’t that different from execs behind AI-fueled startups. She says that because artificial intelligence can “multitask rapidly, it could also be a source of inspiration for artists.”

“Writers, musicians, designers, or artists,” Pisani continues, “shouldn't be afraid of being replaced but should make themselves aware of these AI tools that can help their creativity reach a new level of scale."

So far, the consensus seems to be that AI is just an instrument, not a replacement for human artistry.

It’s still early, though, and artificial intelligence use is evolving fast. Just last week, Vanity Fair reported that 91-year-old James Earl Jones is retiring from voicing Darth Vader for future Star Wars shows and movies. His replacement? Respeecher, AKA “voice cloning powered by artificial intelligence.” The Ukraine-based company says its product “leverages recent revolutionary advances in artificial intelligence” to create “voice swaps [that] are virtually indistinguishable from the original — and never sound robotic.”

One thing seems clear: AI is here to stay.

RELATEDEDITOR'S PICKS
LA TECH JOBS
interchangeLA
Trending