Cece’s Veggie Co.

About Cece’s Veggie Co.

Cece’s Veggie Co. operates in the food products sector, specializing in convenient, organic, ready-to-use vegetable-based meal components. The company was founded in Austin, Texas, in 2015 by Mason Arnold. The inspiration for the business came after Arnold and his children were diagnosed with a gluten intolerance, leading him to experiment in his kitchen to create fun and healthy gluten-free meal alternatives for his family, particularly a substitute for spaghetti and meatballs.

Mason Arnold is a serial entrepreneur with a background in chemical engineering from the University of Texas at Austin and a consistent focus on sustainability. Before Cece's, he founded and sold an eco-friendly landscaping company and later Greenling.com, a major farm-to-table grocery delivery service in Texas. This experience in the organic food and distribution space, combined with his personal need for gluten-free options, directly informed the creation of Cece's. Arnold even invented a proprietary machine to spiralize vegetables in large quantities, ensuring the product mimicked the texture and fork-behavior of traditional pasta.

The company's business model centers on producing and distributing pre-packaged, 100% USDA certified organic spiralized and riced vegetables to major grocery retailers. Its clients are retail stores such as Whole Foods, Kroger, Costco, Target, and Sprouts. Revenue is generated through the sale of these products to a national distribution network. Cece's established itself by creating a new category in the produce department for pre-packaged vegetable meal solutions. The product line includes items like Zucchini Spirals, Butternut Squash Veggiccine, and Riced Cauliflower, designed to be versatile meal bases for consumers following various diets like gluten-free, keto, and paleo. The company later expanded to offer turnkey meal solutions, such as ramen kits and cauliflower-based macaroni and cheese alternatives. A key milestone was being ranked No. 3 on the Inc. 5000 list of fastest-growing private companies in 2019, with a reported three-year revenue growth of 23,880%. In 2021, Arnold stepped down as CEO, transitioning to Chairman of the Board, and the company was sold.