Total loan: $10,000


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Jersey City, NJ, United States / Food

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A loan helped purchase a burger patty machine to produce a more consistent, high-quality product and to meet growing demand.

Elizabeth's story

I began my business after seeing my vegetarian husband eat one too many bland veggie burgers. I was struck by the irony that while veggie burgers have a healthy reputation, many are heavily processed and full of sodium. I saw a gap in the market for a wholesome, flavorful veggie burger. My first recipe, the Sweet Potato Collard Green burger, was inspired by a trip to Mali, in West Africa. My family also has deep roots in the food industry. Ironically, my dad, grandfather and great-grandfather were all career butchers. The name of the business is an homage to the 50+ years that my family operated butcher shops in Jersey City. Despite our meaty roots, my dad is an excellent vegetarian cook and the White Bean Broccoli Rabe burger is inspired by one of his dishes. In 2012, JCVB started out as a stand at the farmers market. Now we're in a dozens grocery stores and restaurants throughout New Jersey.