Brooklyn Duo Rises and Shines with its Smoothie-Delivery Business


The Exception Magazine recently connected with the founding team of GreenBlender. The Brooklyn duo created the company together, after enjoying healthy breakfast smoothies in their kitchen and wanting to bring their healthy morning rituals for other people to enjoy.


Company Name


Founding team

Amir Cohen and Jenna Tanenbaum


Office location

New York



The Exception Interview

How would you describe your company and its product to someone who has never heard of it?

GreenBlender is a smoothie delivery service. Each week, our members receive a smoothie box with original smoothie recipes, and all the pre-portioned ingredients and superfoods to make premium smoothies at home.

GreenBlender believes that to live a sustainably healthy lifestyle you have to indulge in your health, and do things that you love. GreenBlender makes it fun and easy to start your day with a healthy decision.

How did you come up with the idea for your company? How did you validate the concept early on?

Amir Cohen and Jenna Tanenbaum launched GreenBlender shortly after moving in together to a Prospect Heights apartment, in Brooklyn NY. Jenna is an active health and fitness enthusiast, and Amir… well not so much. Jenna bought a blender and started making smoothies for breakfast before work and giving Amir some of the left-overs. Before they knew it, they were both making smoothies every morning and feeling amazing. That’s when they realized that when great ingredients and delicious recipes were easily accessible in their home, it was easy to start their day with a healthy decision. Jenna and Amir wanted to bring that experience to as many people as possible.

Jenna and Amir both had careers in online startups before launching GreenBlender. Amir was the VP of Product at CollegeHumor and Jenna was in marketing at ClassPass. They saw the power an online business held and wanted to create a hybrid of an online experience and a physical product that helped people create healthy habits that lasted a lifetime.

 What does your ideal customer look like?

Anyone looking for an easy (and delicious) way to improve their health and love the food they eat.

Where would you like to see your company in 5 years?

Doing all we can to make it easier and more fun for everyone to lead a healthy lifestyle!

What broader trends are driving interest in the food tech sector?

I believe the online food market is moving faster than any other industry. At the same time, customers are increasingly getting used to ordering their food online.

What excites you personally about working in food tech?

I really love that our products are helping people live a healthier lifestyle. It’s exciting to be able to reach people who might not have access to this kind of variety at their local grocery store.

Do you believe your city/state supports its food tech startups?

Yes! In New York, many different people live in a very small space. It makes it the perfect testing ground.

What words of wisdom would you like to share with the next generation of food tech CEOs?

My biggest advice for people who want to start a company is to solve for the problems at hand, and don’t worry about future problems. For example, our main “problem” when we first started out was to see if people wanted to buy GreenBlender. Only after we realized there was a market for it, we had to figure out where to find and ship all the ingredients. It can be very overwhelming to start and run a business and I have found this to be the best way to prioritize.