Joining me on the show today is Jennifer chow!
One of the co-founders behind Nurture Life. A company that’s creating pre-ready healthy, nutritious meals for babies, toddlers and kids.
Growing up learning about healthy food, and watching her mum build her own entrepreneurial pursuits, Jennifer saw a gap in the market for pre prepared, fresh meals delivered to your door that busy mums and dads could whip up quickly for their kids rather than turning to food packed with nasties like sugar, salt and saturated fats.
We have such an interesting conversation about what it likes to manufacture fresh food and how she approaches building her business.
Jennifer shares that picky eating doesn't have to be a dead end. "We encourage families not to settle for picky eating, but it does take time and patience," she explains. Nurture Life's approach involves regularly introducing new foods until kids become familiar and start to enjoy them. When creating dishes like their popular teriyaki salmon, the goal is to make them as approachable as possible—without compromising on quality. "We use pineapple juice instead of sugar to add natural sweetness to the teriyaki sauce, making it more appealing for kids," Jennifer says.
The meals don't just stop at kid-approved flavors; Nurture Life ensures that each dish is packed with wholesome ingredients. Their mac and cheese, for instance, comes with whole wheat noodles and a full serving of vegetables. "Even when we cater to picky eaters, we stick to our strict nutritional standards," Jennifer emphasizes.
From Bootstrapping to Series A: The Financial Journey
Jennifer reflects on the early days of Nurture Life, which she co-founded by bootstrapping with her partner. For the first year and a half, they funded the business themselves before raising external capital to fuel further growth. "We started with what we call a post-bootstrap angel round and then raised a Series A," she shares. That funding went into everything from building their production facility to expanding their team and investing in marketing. Unlike many food brands that use co-manufacturers, Nurture Life operates its own facility, ensuring control over product quality.
The Power of Word of Mouth and Strategic Marketing
Acquiring the first customers was a grassroots effort. Jennifer and her co-founder launched a "Founding Families" beta program, where early customers tried the meals and provided feedback. Interestingly, they chose not to reach out to their immediate networks but rather asked friends of friends to spread the word, ensuring more objective feedback.
Once they were ready to go to market, they leveraged media coverage, including an early feature in Martha Stewart Magazine, which gave Nurture Life significant visibility. Social media advertising on platforms like Facebook and Instagram, coupled with paid and organic search strategies, also played a critical role in scaling up. Jennifer points out, "Parents tend to be thorough researchers when it comes to their kids, making channels like Google particularly effective for us." The company’s strong press coverage and ever-growing word-of-mouth referrals continue to bring new families on board.
A Mom’s Influence and the Value of Hard Work
Jennifer's entrepreneurial spirit was shaped largely by her mother, a registered dietitian and immigrant from China. "My mom is absolutely my biggest inspiration," she says. Growing up, Jennifer’s household was always stocked with fresh produce, diverse cuisines, and plenty of opportunities to learn about food. Her mom taught her that healthy eating starts early and has a lifelong impact.
Jennifer also learned from her mom the importance of preparation and hard work. "She always told me to be more prepared than anyone else in the room," Jennifer recalls. This ethos helped her excel in her career and continues to guide her as she leads a company with over 50 employees. Jennifer’s mom also emphasized the significance of focusing on people, a lesson Jennifer holds dear as she nurtures her team.
What’s Next for Nurture Life?
As the company grows, the focus remains on meeting customer demand for new products. Parents want more options for breakfast, lunch, snacks, and even desserts. "Our customers trust us to provide nutritious, high-quality meals, and they’re always asking for more variety," Jennifer explains. The goal is to expand beyond dinners and lunches to cover all the meals kids eat throughout the day, making Nurture Life a one-stop shop for busy families.
Jennifer Chow's journey with Nurture Life is a testament to the impact of passion, preparation, and a commitment to making a difference. For parents looking to improve their children's eating habits without the hassle, Nurture Life is changing the game, one meal at a time.
