Former Whole Foods Market Co-CEO Walter Robb to Invest in Austin-Based Firebrand Cece’s Veggie Co.

AUSTIN, TX – December 13, 2018 – Cece’s® Veggie Co., an Austin, Texas-based food brand known for shaking up the produce department with organic veggie innovations, announced today that Walter Robb, former Whole Foods Market Co-CEO and board member, will become a Cece’s investor.

Cece’s is a natural new addition to Stonewall Robb’s portfolio, as advocacy for socially conscious food businesses has been a focal point of his post-Whole Foods Market ventures. Cece’s Veggie Co.’s mission to make it easy and fun for everyone to add more vegetables into their diet goes together like organic peas and carrots with Robb’s role as a top thought leader in the sustainable food space.

“In my new chapter I am drawn to help and learn from young entrepreneurs like Mason Arnold who are doing innovative things. As a category-creator, Cece’s is building a brand in the produce department for customers looking for premium, veggie-centered meal options,” said Robb.

Founder Mason Arnold has formed a foundation for continuous innovation where Robb’s retail experience will be very helpful.

“Walter Robb has always been a business hero of mine, and the opportunity to have him as an investor and mentor for Cece’s is an amazing milestone for a company as young as ours. We’re seriously butternuts about him,” said Mason Arnold, founder and Veggie Nerd of Cece’s Veggie Co.

Cece’s launched in 2015 with two skus in a single retailer, the flagship Whole Food Market headquarters in downtown Austin. Since completing construction last year on a custom-designed, 42,300 square foot facility, the company has expanded production capacity by five times, allowing for national distribution in many major retailers in 2018. As of November, Cece’s has gained national distribution in all Whole Foods Market stores.

Recent innovations include the launch of a Shells & Cheese meal made from 100% fresh, organic butternut squash with organic cheese sauce, which has quickly delighted consumers since launching this fall.

Cece’s products are available at Whole Foods Market and Sprouts stores nationwide and at Target, Kroger, Albertsons Safeway, HEB and other select regional retailers. Check the online store locator to find Cece’s products near you.


About Walter Robb

An investor, mentor and advisor to the next generation of American food companies, former co- CEO of Whole Foods Market Walter Robb has a long and varied entrepreneurial history, ranging from natural food retailer to farmer to consultant. Robb joined Whole Foods Market in 1991 and in 2010 was named co-CEO along with John Mackey, at which time he joined the Whole Foods Market Board of Directors. In 2017, Robb transitioned his leadership focus to his role as a passionate advocate for greater food access in underserved communities, serving as Chairman of the Board for Whole Kids Foundation and Whole Cities Foundation. Robb also serves on the Board of Directors for Union Square Hospitality Group, The Container Store, FoodMaven, HeatGenie and Apeel Sciences.

Robb is an ardent organic advocate; he works his own organic garden and has served on the Board of Directors of the Organic Trade Association and the Organic Center for Education and Promotion. In 2013 he received the Culinary Institute of America “Augie” Award for Sustainability and Food Ethics, and in 2018, he was inducted into the Expo West Natural Products Expo Hall of Legends.

He graduated Phi Beta Kappa from Stanford University in 1976 and is a proud father and grandfather with two sons, a daughter, and four grandchildren.

About Cece’s® Veggie Co.

At Cece’s Veggie Co., we believe in simple nutrition. Cece’s is your personal sous chef, prepping 100% organic spiralized noodles, riced veggies and meal kits that go from pan to table in 8 minutes or less. Cece’s veggies can be enjoyed raw, sautéed as a grain alternative, and in salads, soups and more! Add a fresh twist to breakfast, lunch or dinner with all the taste and texture of your favorite grain-based recipes for a fraction of the carbs and calories.

Cece’s veggies are responsibly sourced, USDA certified organic and gluten free, vegan and paleo friendly with no added preservatives, sugars or salts. With Cece’s Veggie Co., your daily dose of veggies is just a twirl away. Less prep work. Less clean up. More veggies. More fun. Cece’s Veggie Co. Simple but twisted.

For more information and a variety of delicious recipes, visit Cece’s Veggie Co. is on Facebook, Instagram, and Twitter.