This week on the Greenhero Podcast, Rikard is with Jessica Taccone, founder of The Complete Burger and private chef to Madonna, Gwyneth Paltrow, and other stars. Jess has created a locally produced vegan and gluten-free burger that has taken the East End by storm. Through her work, she’s supporting her community while feeding them delicious, organic food. We hear a lot about the big players in the vegan and gluten-free food industry; Beyond Meat, Oatly, and more. But Jess is doing what many people have no idea exists: locally produced, organic plant-based products.  She got her start working on an organic mushroom farm in Bridgehampton, New York, called Open Minded Organics. When they found themselves with a bumper crop of Shiitake Mushrooms, Jess developed a burger recipe as a way to creatively utilize the product during its shelf-life. After some tweaks, her burger gained a cult following in the Hamptons, as it provided a local plant-based option outside of large name brands. When she left the farm, she opened a pop-up restaurant, where her burger found a natural home on the menu. Since then, her burger is found in local retailers and restaurants.  The biggest difference between Jessica’s burger and Beyond Meat (and other large brands) is that her recipe isn’t trying to replicate a meat burger. When she began the process of creating her burger, she wanted to provide the same satisfaction a traditional burger would give through mouthfeel, texture, and savoriness. On top of that, it’s called “The Complete Burger” because it’s a complete protein with the addition of quinoa and lentils to the mushrooms. The community response to her burger has been overwhelmingly positive. The definitive authority, Jess says, is kids. They’re 100% honest, so when they’re happy, she knows she’s hit the mark (spoiler: they’re very happy). While many mass-produced veggie burgers fall just short of a hockey puck, her community feels that The Complete Burger retains that “juiciness” that is so closely tied to a great patty. Through her community engagement and work as a private chef, Jess has seen firsthand the transition many people are making toward plant-based diets. People are looking for fresh, seasonal ingredients, organically grown by local farmers.  On the business side of things, all brands grow, but Jess is careful to remain true to her mission. She and her company don’t want to source their product from one location and ship nationally. In doing so, it becomes harder to replicate and retain the original, local feel of the burger. Right now, all their products are sourced locally and backed by a strong connection to their community.  The evolution of plant-based eating and the nation’s transition to it is helped by education, Jess says. Learning the reasons for eating plant-based diets can start at an early or any age. However, it’s important to remember that everyone will ultimately make their own decision. No one likes to be told what to do, but if you can equip people with information, you can keep it neutral.  In the end, Jess has built a Long Island Empire through authentic community building, good food, and an even better goal: helping those around her.  Links and Socials https://thecompleteburger.com/ https://www.facebook.com/thecompleteburger @thecompleteburger @completeburger Locations: https://thecompleteburger.com/find-us [email protected] https://www.southforkbakery.org/