It’s Unreal! The Tale of Mrs. Goldfarb’s Vegan NY-Style Deli Meats


Jenny Goldfarb found her passion project in meat – after becoming a vegan.  Inspired by her great-grandfather Morris Gross who worked his way up from a dishwasher to own several New York City delicatessens, Jenny set out to re-create those deli sandwich flavors she grew up loving.  Blending the old with the new, her Unreal Deli “meats” would be aimed at the fast-growing plant-based, responsible food demographic. Her initial product development was in a tiny community kitchen across the country in Los Angeles.  The first product was, of course, Corn’d Beef.

A one-woman operation, she drove around LA herself to convince small deli and restaurant owners to carry her Unreal Deli meats.  She succeeded.  Today there are 175 independent food service businesses across the US featuring Unreal Deli on their menus, along with many Whole Foods stores and Quiznos.  By the end of 2021 projections call for around 1,000 outlets.  In addition to Corn’d Beef, meats now include Roasted Turk’y, Chick’n Strips, Taco and Corn’ed Beefy Crumbles; Roast Beef is on the way.


E-Commerce + E-Marketing = Solid Cash Flow

The company’s low-overhead e-commerce business model is highly efficient. Both independent retailers and individual consumers order their deli meats from’s online store, in quantities appropriate for their respective needs.  Unreal meats require refrigeration in transit, provided “seamlessly” by Perishable Shipping Solutions’ specialized cold and frozen food e-commerce shipping services.  In this way, 93% of the US market can be easily reached by ground and is available for growth.  E-commerce sales provide consistent cash flow for Unreal Deli’s PR, social media and social influencer marketing – which in turn creates more e-commerce sales…and a steady, upward revenue spiral.


The Shark Invests!

Just when you thought the story couldn’t get better, it does.  Vegan-friendly foods are a hot investment area, and Jennifer pitches Mrs. Goldfarb’s Unreal Deli on CNBC’s popular show “Shark Tank.” With a good defense of her request for a $100,000 investment, Mark Cuban reveals that he has become vegetarian and ups the ante to offer a $250,000 investment.  The offer is accepted and the Shark panel notes that Jenny “has not lost her NY hustle.”  With the hustle, increased R & D, expansion of capacity with a 50,000 square foot facility and growing US and international markets, the future of Mrs. Goldfarb’s Unreal Deli could not be better – perhaps even Unreal!

Mrs Goldfarbs Unreal Deli

Mark Nelson

Mark is CEO of PSS with responsibility for setting the strategic vision of PSS. He is a seasoned business executive and serial entrepreneur. Mark is passionate about growing new businesses and through the PSS platform is helping other CPG companies grow their eCommerce businesses and brands.

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