Rachel and Andy Berliner wanted to create a business that would allow them to earn a living by providing convenient and tasty natural vegetarian meals for people like themselves, who appreciated good food, but were often too busy to cook "from scratch".


They started on a "shoestring," using their own house and barn as headquarters. The founding meetings were held in the same room where they got married and where their daughter Amy was born.


This was in 1987, before the idea of "organic" food had become well known, and when there were very few frozen readymeals available for vegetarians to eat, either in health food stores or supermarkets. They were, however, very fortunate in being in the right place at the right time. The number of vegetarians had increased dramatically, as had consumer awareness of the harmful effects on their health and the environment of chemicals in the food supply.