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Meet Lindsey Cunningham of RollinGreens in Boulder

Today we’d like to introduce you to Lindsey Cunningham.

Lindsey, can you briefly walk us through your story – how you started and how you got to where you are today.
TRUCKIN’ BEFORE TRUCKIN’ WAS COOL. Founded by our Head Chef Ko’s family in 1980, RollinGreens was Boulder, Colorado’s first organic food truck. We revitalized the business in 2011 as a food truck and catering service, serving plant-based alternatives to America’s favorite comfort foods. Over the years we earned a cult following for our delicious recipes.

KICKIN’ IT INTO HIGH GEAR. Today, we’ve harnessed the power of the freezer to become a chef-led, clean label and 100% plant-based internationally recognized food company. We currently specialize in frozen American comfort food alternatives.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Food manufacturing has its challenges, especially when outsourcing manufacturing comes into play. This has resulted in higher costs and lower margins. Starting with a high margin is instrumental in having a successful food business. Trade spend and other marketing costs typically run the majority of the business, and can crush your margins.

Brand awareness can be a challenge if you don’t have a large marketing budget or clear direction on how to get it. Some of our tactics have been, in-store demos, digital marketing and smart, strategic promotions. Capital. Every business needs capital to grow, and especially in consumer package goods. We have been successful in raising money to date, but not without its challenges. Hearing No on a daily basis can be tough. The ratio of Yes’ to No’s can be mind-numbing, but we are entrepreneurs, and have the passion and drive to keep going!

So let’s switch gears a bit and go into the RollinGreens story. Tell us more about the business.
RollinGreens is a Boulder-based food company, offering better-for-you plant-based alternatives to American comfort food. The company uses whole, clean ingredients, with no binders, fillers or batters. RollinGreens currently offers Ancient whole-grain Millet Tots and Cauliflower Wings. Today’s current freezer options lack healthy ingredients, with foreign ingredients, high calories and sodium, and can be somewhat of a science experiment.

I am proud to be a small company with limited resources, competing with some of the largest brands in CPG. RollinGreens currently Ranks #4 in Frozen Appetizers and Snacks within Natural and Organic in Spins (NPI).

Has luck played a meaningful role in your life and business?
For us, it really comes down to hard work, persistence, having a good product, Karma and having great founders. For the last nine years, we have been working 100 hour weeks, and have made RollinGreens our #1 priority. This isn’t just business for us, this is our life’s work and mission.


  • Millet Tots $4.99
  • Cauliflower Wings $6.99

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