built by women: jenna tanenbaum, founder of green blender

jenna-smoothie Today I’m chatting with Jenna Tanenbaum, founder of Green Blender, a service that delivers organic ingredients and recipes for superfood smoothies–right to your doorstep. Enjoy!

First off, congratulations on closing a round of seed funding! I’m in awe of Green Blender, and how you’ve transformed a genius idea into a fully-fledged business. Can you tell us about how Green Blender came to be, and what you envision as its future?

Jenna Tanenbaum: Thank you! The idea really came out of a frustration I had around health and wellness. Obviously what we eat is very important to our health, but in our society, when people decide to improve their health, often times, they go down a path of extremes and deprivation. We decide to give up carbs or go on a very restrictive diet and exercise plan where “no pain, no gain” becomes a mantra. I, myself, have gone on countless diets and cleanses where I am literally ticking off the days until I can have fro-yo and pizza again. This is not a sustainable approach to health and does not build healthy habits that last. Food becomes the enemy in these situations where guilt and restrictions run rampant.

I wanted to start a company that let people indulge in their health. If you love the food you are eating and it also taste great and is easy to make, then that’s sustainable. Investing in health is one of the smartest placed bets you can make.

I love that I am helping people start their day with a healthy decision and I’m ultimately helping them form not only a healthier lifestyle, but also a better relationship with the food they eat.

It’s so clear from your background that you’ve a passion for start-ups. How did you make the leap from working for companies that have such a strong, passionate vision to forming your own venture? What lessons did you learn from the meteoric rise of ClassPass?

JT: I have had a pretty eclectic career to say the least. I went to school for business and finance and started off as a consultant working in anti-money laundering and consumer compliance. I quickly realized that working in the regulatory industry wasn’t for me.

I remember reading a piece about the culture of Sales Force on a flight back from a client’s site and realized that I had to get into a company that had a strong culture. This is what spurred my career in start-ups. I was a product analyst at a real time data company, Chartbeat, and then went into marketing at ClassPass.

I learned two main things working at high growth start-ups. 1. The founders have to be passionate about the problem they are trying to solve and 2. The team needs to be passionate about the problem the company is trying to solve.

The first point flows into the second. How can you expect your team to be passionate about something if you are not?

What has surprised you most about launching your own company? What didn’t you expect? More importantly, what were you (or not) prepared for?

JT: Running a company, especially a health and food company, is one of the most rewarding things I have ever done. I was prepared to help people but I didn’t realize how deeply rewarding and satisfying I would find it. Food is so emotionally charged. Hearing how Green Blender has helped customers combat obesity, high blood pressure and lethargy while at the same time repairing the relationship they have with their health and with their food is truly an amazing feeling.

Who has inspired you along the way and why?

JT: My co-founder, Amir Cohen, inspires me all the time. Not only are we partners at Green Blender, but we are partners in life. He was the person who ultimately convinced me to quit my job, take a risk, and work on this idea with him. He inspires me because his approach to work and problem solving is so different than my own. I tend to be more of a work-aholic and he is constantly showing me that I can enjoy the process and I don’t need to be glued to my computer to be productive and effective.

I love working with him because I love observing how he executes ideas. He is very thoughtful and meticulous but he is a playful leader. He loves fun and really cares if others are having fun around him. I think this mentality really brings the most out of the people who interact with our brand. His approach is contagious and I can’t help but enjoy the process when I’m around him.

What are the three things that people who are interested in launching a start-up should know? Are there specific lessons you can share regarding food-related ventures?

JT: The three things I’ve learned:
1. Get comfortable being uncomfortable – this is my mantra. I am constantly pushing myself out of my safe heavens and getting out there to try something new. I truly believe that’s where you grow and learn the most. I am extremely camera shy when shooting videos but I recently committed myself to making a new Green Blender smoothie every morning on our Periscope channel. I seriously get a little shaky every time I hit start broadcast.
2. Get a product out there as soon as you can – Before we launched we had a lot of theories about who our customers might be and what they might want. We spent a lot of time thinking about them and designed our theoretical product with them in mind. Once we launched, of course, all that work went out the window and our actual customers took shape. One of the biggest mistakes an entrepreneur can do is wait to launch the perfect product.
3. Nobody will solve your problems but you – This is a big one. Core business problems must be approached head on – no consultant, employee or software will be able to solve the key problems in your business. Of course delegate as much as possible, but you must find the answer to the issues core to your business.

What are the three essential tools (or resources) you rely upon to get through your day?

JT: My blender – This goes without saying. I drink the Green Blender kool-aid hard core and will make a smoothie from that week’s box for breakfast. I’m then usually at my blender a few times a week testing new recipe ideas.

Rapportive – Rapportive is a Gmail extension that uses email address to pull LinkedIn and Twitter profiles. Green Blender is building a strong following and I use this tool to help identify potential leads for brand ambassadors and business development deals.

MeetEdgar – there is no way around it, brands must maintain a presence on social media platforms. Consistency (along with great content) is king and MeetEdgar let’s Green Blender categorize and rotate a lot of our evergreen content so my team doesn’t have to waste time republishing and writing content we can use again.

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All images courtesy of Green Blender.

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