Meet Elston Collins of Fresh ‘n Fit Cuisine in Metro Atlanta
Today, we’d like to introduce you to Elston Collins.
Elston, please share your story with us. How did you get to where you are today?
I started in this business in 2005 running another local meal service company. I purchased Fresh ‘n Fit Cuisine in 2012 after competing with them for 6+ years.
Since purchasing the company we have expanded from one menu to five and have also added a line of snacks (regular and Paleo), Low Calorie Desserts and House Made protein bars. We also introduced a corporate wellness program and corporate catering.
We service all of Metro Atlanta with 120 pickup locations, home/office delivery and FedEx shipping. We also ship direct to 6 states across the Southeast.
We have grown from 12 employees in 2012 to 35+ today.
Fresh n Fit Cuisine provides a local option for fresh, healthy gourmet meals.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It has been an exciting journey. I had been re-organized out of multiple corporate positions so I decided to take my future into my own hands. Owning a business has tremendous rewards but as a small business owner you are responsible for everything. You must balance current needs vs. future growth opportunities.
Alright – so let’s talk business. Tell us about Fresh ‘n Fit Cuisine – what should we know?
Fresh n Fit Cuisine is the premier meal service in Atlanta. We were the first (2003) and remain the market leader. With more than 350 meal choices across our various menus there are plenty of choices for everyone. Our menus: Healthy Mix (Traditional), Low Carb, Paleo, Vegetarian, and Gluten Free.
We offer organic options and purchase from local suppliers when product is available. We have 5 chefs on staff in addition to a Registered Dietitian. All meals are balanced by our dietitian with macro nutrients provided for each meal.
We have an extensive network of pickup location partners (120+) and offer home/office delivery via our fleet of refrigerated vehicles. Our product is delivered fresh NEVER Frozen. Our food quality sets us apart. We use fresh vegetables and provide complete transparency on the nutrition content of each meal, snack, dessert and protein bar that we sell.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
We are an employee owned and operated company so our key staff members are fully invested in the business. 5 of our team members came from our previous company. We left there to allow us to control the product quality and take the business where the customers wanted us to go.