WellesleyWeston Magazine

FALL 2014

Launched in 2005, WellesleyWeston Magazine is a quarterly publication tailored to Wellesley and Weston residents and edited to enrich the experience of living in two of Massachusetts' most desirable communities.

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146 W e l l e s l e y W e s t o n M a g a z i n e | f a l l 2 0 1 4 Wellesley resident Dave Peters has worked on product launches ranging from the Mach3 disposable razor to a brand of sugar-free mini mints. Now he's setting out on his own to revo- lutionize French fries – by stuffing them full of carrots and broccoli. dave peters had his eureka moment at the oven door. Making roasted vegetables and French fries for his family, he thought, "Why not combine the two?" It's an idea so simple – mixing not just the starchy potatoes with their more nutrient- dense cousins, but also blending the conven- ience of processed food with the healthiness of veggies – that it seems impossible someone hasn't thought of it before. In fact, a couple of small companies do make similar products. And Peters likely isn't the first dad to blend up potatoes with carrots and broccoli, mold the mush into shoestrings, and stick them in the oven until they resemble something that their children might be willing to eat. But he may be the first in a position to make real headway in the French fry market. Peters has spent his entire career in the food industry, helping to launch products for com- panies like General Mills and Procter & Gamble, but he's always wanted to start his own com- pany. In early 2013, he quit his job as head of sales and marketing for Tribe Mediterranean Foods to start Veggie Fries, and the product hit store shelves in January this year. Peters isn't content to let his creation become a niche product, something that costs twice as much as "normal" fries and can only be purchased at specialty shops. Veggie Fries are already Dave Peters, founder, Veggie Fries C O U R T E S Y O F V E G G I E F R I E S commerce retailing entrepreneurship keeping track startups investments capital A Veggie Tale C A LV I N H E N N I C K writer business

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