Today we’d like to introduce you to Morgan Avery.
Morgan, can you briefly walk us through your story – how you started and how you got to where you are today.
In January 2012, after watching a couple YouTube videos and the Forks Over Knives documentary, I decided to become vegan.
Now, in 2018, this is a totally normal, even trendy, thing to do. However, in 2012, I was a weirdo! The vegan stereotype was a muscle-less crunchy granola hippie who was barefoot and survived on grass and leaves, not an athletic and social foodie! I didn’t know a single other vegan, there were hardly any resources online, and my family and friends gave me a hard time. Fun fact: a friend of the guy I had just started dating tried to convince him to break up with me because “he loved grilling too much and it would never work!” Now, more than 6 years later, we are getting married this August (and we still love grilling)! Anyway, on a grad school budget with little support, I was left to my own devices to figure it all out. So, that’s what I did! I burnt food and smoked out my basement apartment more times than I’d like to admit, but I learned how to make some simple, inexpensive, and healthy meals for myself.
Meanwhile, I was studying and teaching sociology, specifically my research focused on female athletes and their experiences around their bodies and modern womanhood. As a kid, I always thought my career would be working with animals – a veterinarian, zoologist, marine biologist, animal trainer – something along those lines. These days, my love for animals still runs strong, probably stronger than ever, but my career has unfolded in unexpected ways. I don’t think anyone would have known what “holistic chef and health coach” or even “plant-based lifestyle” meant if that was my 1998 answer to the classic question “What do you want to be when you grow up?”
With hindsight 20/20, it’s amazing to see how my interests and passions collided and became the job I have created for myself! Since the days of my smoky basement apartment in 2012, I went on to study nutrition and holistic health at The Institute for Integrative Nutrition, and although I was already self-taught, I also earned my Plant-Based Professional Certification from Rouxbe Cooking School. After working at an organic juice bar and kitchen for a few years, I finally felt ready to go at it alone, and officially started my business in 2017.
I offer plant-based personal chef and meal prep services, cooking lessons, and catering for small events. I also offer 1:1 health coaching and group programs, host workshops and events, and develop recipes for food businesses.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Starting a business wasn’t easy, and still isn’t, but I don’t think any road worth going down is going to be completely smooth. When I first decided to forego a “traditional” career, I experienced so much self-doubt. No one in my family has ever been a business owner. My parents both worked salaried jobs in their respective fields, and so that felt like the way I was supposed to do things, too. I didn’t even see business ownership as an option! That was one of my first hurdles on this journey.
Another struggle was the idea that I had to have this perfect diet or have the perfect body in order to be able to help people when it came to their health and lifestyle. I think a lot of people in wellness go through this. We sometimes see our own perceived shortcomings as proof that what we offer is somehow not valid. In reality, our human-ness is what makes us approachable and relatable, therefore effective.
Finally, there is always a risk when starting a business, and that risk causes real and sometimes crippling fear. And truthfully, I wouldn’t want to forgo this aspect of the journey. For anyone who is trying something new, whether that’s a business or not, the best advice I received was to just start. Get quiet, take some time tuning in to yourself – whether that’s journaling or meditation or running or art – and then take action. Momentum and clarity happen after you take the first step.
And to reference my aforementioned smoke-filled-basement-apartment days, it’s all about trial and error. Embrace the mistakes, and learn as you go!
Please tell us about Morgan Avery Co..
In short, I get people to EAT MORE PLANTS!
I am the most proud of being able to contribute to better lives and a better world. There are SO many benefits to plant-based eating, and it’s for everyone! In fact, very few of my clients identify as vegan, but they understand that the key to vibrant health is an abundance of plants. I’ve been lucky enough to cook for people from cancer patients to busy corporate workers to families with picky children, all of which has been incredibly fulfilling.
In my health coaching practice, I have also found that food is the one thing that eludes most people. Sure, they may know what to eat, but they get stuck when it comes to the how of actually doing it. My job is to demystify healthy cooking – you do NOT have to be a gourmet chef to create fantastic meals that make you feel even more fantastic. In fact, when it comes to healthy cooking and eating, simplicity is best.
At the same time, the plant-based world is also incredibly innovative and exciting. Pulled pork make from a fruit? Dairy-free cheese that tastes just as good? Lasagna, tacos, chowder, scallops, ice cream… all without causing any harm at all to animals?! I love experimenting with these different methods and ingredients to recreate old classic and develop new fun ways to enjoy foods from the Earth.
Ultimately, my mission extends far beyond the personal health of myself and even my clients. I believe that this is the future of food. It has to be! While more people than even before are suffering from diet and lifestyle related diseases due to our dietary choices, we are also wiping out the planet’s resources, killing billions of animals, and causing pollution and destruction on a massive scale. Our current system is simply not sustainable, and I’m proud to be part of the change that is so very necessary.
There’s a wealth of academic research that suggests that lack of mentors and networking opportunities for women has materially affected the number of women in leadership roles. Smart organizations and industry leaders are working to change this, but in the meantime, do you have any advice for finding a mentor and building a network?
For so long, I didn’t want to identify my business as “plant-based” or “vegan” because I was afraid that I would turn people away who weren’t interested in this lifestyle, when my intention was just to get people to eat more plants, vegan or not. Once I finally embraced the fact that this IS my passion and specialty, doors opened up and opportunities presented themselves. Funny how that works!
The lesson in this is that we have to be our complete, authentic selves. And while “authentic” is another one of those words that has become pervasive on social media in the last couple years, the truth is that every person has their own special flavor and THAT is what attracts others to them. So in business, I believe that being unwavering and true to yourself and your values is the key to success.
Also – with social media and technology, the world has become so much smaller in that you can actually find those like-minded people you may not have contact with in your daily life. Mentors can come from Instagram accounts that you follow, or books you read – they don’t even have to live in the same city as you. That is so freeing!
Pricing:
- Plant-Based Meal Prep: starts at $200 per week
- In-Home Cooking Lesson: $150/3 hours
- Guided [re]fresh detox: $99
Contact Info:
- Website: www.morgan-avery.com
- Phone: 303-887-1445
- Email: morganaveryco@gmail.com
- Instagram: @morganaveryco
- Facebook: www.facebook.com.morganaveryco
Image Credit:
Amber Clair Photography
Getting in touch: BostonVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
