America’s leading organic Ready-to-Eat (RTE) prepared meal delivery company, Fresh N’ Lean today announces that David Belford has been named Chief Financial Officer at the growing, profitable family business that is disrupting the direct-to-consumer (DTC) meal delivery space.
“With his extensive financial expertise and network, David is a key executive to lead Fresh N’ Lean into the next phase of our growth,” said founder and co-CEO Laureen Asseo. Asseo, named to Forbes 30 under 30 in 2019, founded the company eleven years ago in her apartment making fresh, organic meals for family and friends. The company has since grown to become the largest independent organic meal delivery company in the U.S. and is leading the revolution in healthy eating.
As CFO, Belford will focus on capital markets initiatives to support the company’s continued growth trajectory and to transition from a family-owned business into the top player within the RTE space. The company has generated positive EBITDA for over five years and was named to the Inc. 500 list in 2019. In 2020, Fresh N’ Lean grew sales by over 200% as consumers continued to embrace healthier options and the convenience of direct delivery.
Prior to joining Fresh N’ Lean, Belford served as Chief Credit Officer and Head of Asset Management for Colony Credit Real Estate, Inc. (NYSE: CLNC), a $5.0 billion mortgage REIT, and as Deputy Portfolio Manager for Colony Capital, Inc.’s (NYSE: CLNY) private funds series with over $3.0 billion of assets under management. His previous roles at Colony Capital included the head of US co-investments and the co-head of the London office.
“Fresh N’ Lean is an incredibly compelling combination of DTC technology, marketing and manufacturing that is perfectly positioned to use tailwinds to grab market share away from incumbent grocers and CPGs” said Belford. “We’re in the midst of a food revolution in this country where the entire landscape is shifting under our feet. No one could have imagined the dramatic surge we’ve seen recently in the demand for organic ingredients, sustainability and convenience. I’m excited to be joining the company at this crucial juncture to help take the business to the next level.”
“David’s experience and network will be a critical factor in our company’s expansion,” added Thomas Asseo, Laureen’s brother who serves as co-CEO. “He has a deep understanding of our brand, the consumer and the marketplace which will play a valuable role in our future.”
Belford holds a bachelor’s degree from Queen’s University in Ontario, Canada, an MBA from the Wharton School and a Master of International Affairs from the Joseph H. Lauder Institute at the University of Pennsylvania.
About Fresh N’ Lean
Fresh N’ Lean is the leading independent technology, marketing & manufacturing platform currently disrupting the Direct-to-Consumer (DTC) sector for healthy, Ready-to-Eat (RTE) meals. The company specializes in over 100 organic-sourced dishes covering keto, paleo, vegan, protein and vegetarian diets, all completely free of preservatives, gluten, hormones, and added sugars. Founded in 2010 and led by sister-brother duo Laureen and Thomas Asseo, Fresh N’ Lean continues to lead the revolution in human potential through healthy eating delivered fresh to your door.
