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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on shelves at chains like Roche Bros. and Big Y, retailing at between $3.99 and $4.99, only slightly more than their all-potato competitors. Peters wants to snag a five percent share of the French fry market in each store that stocks the product within a year. Within two years, he wants Veggie Fries to achieve $10 million in sales. And five or so years from now, he hopes, he'll be the founder and chief executive of a $100 million company. In terms of making healthier fries, "I know there's going to be a shift," Peters says. "We hope to be a part of initiating that shift in this category." He compares his product to sweet potato fries, which were once a non- factor but now account for about 20 percent of the French fry market. The fries come in four flavors. Broccoli and Carrot are the top sell- ers, and were designed with the simpler palates of kids in mind. The more nuanced taste of the Tuscan Bean & Herb and Chickpea & Red Pepper varieties, Peters hopes, will appeal to adults. Although Peters declined to share sales data, early reviews are promising. Peters paid to have all four flavors taste-tested through the Kid Kritics Approved program run by Family Food Experts, an organi- zation that promotes healthy eating. Products have to meet certain baseline nutritional criteria to be tested, and kids are asked whether a product looks good, smells good, tastes good, and whether they would want to eat it at home. If a product gets at least 70 percent positive responses, it earns the kids' seal of approval. Not only did all four varieties of Veggie Fries make the cut, but the Carrot flavor was the first product ever to score 100 percent across the board. 148 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 business "hugely successful" Carrot ME: Very good. Tastes almost like a sweet potato fry. WIFE: It's delicious. SON: Yummy! Tuscan Bean & Herb ME: This is my least favorite of the four. The herb is a little over- powering. WIFE: It's good, but it's different. I feel like the herb is almost too strong. SON: I don't like it. Chickpea & Red Pepper ME: A nice little kick from the red pepper. WIFE: I like this one. I could see myself dipping these in hummus. SON: (Wouldn't try it. Ate the pasta and broccoli on his plate instead.) Broccoli ME: You can really taste the broccoli here. My favorite. WIFE: It kind of reminds me of broccoli tempura. SON: Good! C O U R T E S Y O F V E G G I E F R I E S Fry Try The writer brought home a bag of all four flavors of Veggie Fries for a taste test with his wife and three-year-old (veggie-loving) son. Here are the results: Verdict My wife and I were fans, but our son preferred plain vegetables to the fries. Still, we'll be buying a couple more bags of the broccoli flavor next time we're at Roche Bros.!

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