How a small Mom-owned business is taking on our country’s failing school lunch system

Lunchies, a New Jersey-based business, is delivering healthy meals directly to daycares, challenging 'Big Food' and giving school lunch a much-needed makeover.

When Sofia Blum moved back from Manhattan to suburban New Jersey with her newborn and husband, a visit to a local daycare sparked a significant realization. During a pre-school tour, she heard one parent inquire about the types of wipes and cleansers used on changing tables, emphasizing a preference for chemical-free options. The daycare reassured parents about their use of Water Wipes and non-toxic cleaners. However, moments later, another parent's question about food offerings revealed a stark contrast: the menu consisted mainly of bagels with margarine and pizza. Sofia realized, "Even at prestigious daycare centers, healthy food doesn’t seem to be a top priority for schools or parents."

Reflecting on her inner circle of non-GMO, avocado toast-eating millennial friends, Sofia was surprised to find outdated and unhealthy school food options still prevalent. As a former journalist, she sought to understand why healthier choices hadn't been more widely adopted in schools. She discovered a complex set of reasons: some parents are highly invested in their children’s diets, while others might prioritize convenience due to busy schedules or have children who are picky eaters.

The issue of school lunch quality isn't just a local concern but a national one. The National School Lunch Program, which aims to nourish students across America, often falls short by serving meals like fruit loops and orange juice—a combination that delivers a staggering 43 grams of sugar.

After learning more, Sofia quit her 11-year career as a reporter at CNBC in November 2023 and founded Lunchies. Initially, Lunchies aimed to deliver healthy toddler meals directly to families. However, Sofia soon realized that a direct-to-consumer model wouldn’t be sustainable long-term and she quickly realized that to make a significant impact, she needed to target daycare centers directly.

Sofia also faced physical challenges in cooking, so she decided to partner with local caterers. “One of the reasons I became interested in using food as medicine is because of my own health experience,” Sofia says. In 2018, Sofia was struck by a drunk driver while crossing the street, leaving her critically injured. While Sofia has made an impressive recovery, she is still battling chronic pain.

When partnering with local caterers, Sofia teaches them her recipes and helps them source ingredients. This has helped local caterers utilize their kitchens during off-peak hours and simultaneously contribute to a crucial cause. The benefit for caterers is that having business from Lunchies leverages their underused kitchen space, especially beneficial since the COVID-19 pandemic had dampened their in-store business. This approach also provided kitchens a new revenue stream during typically slow morning hours.

Photo by Gina Francisco. Sofia pictured packing sesame-free hummus and cucumbers for daycare lunch delivery.

The urgency for healthier school lunches is underscored by a rise in childhood metabolic illnesses, such as diabetes, often linked to poor diet and consumption of ultra-processed foods. Sofia's mission with Lunchies is clear: "I want to make food at school healthy and affordable... instilling good eating habits in kids from a young age is just as important as giving them the foundational tools to read."

Dr. Robert Lustig, a professor of pediatrics at the University of California, San Francisco, and a leading expert on metabolic health, has raised significant concerns regarding the impact of ultra-processed foods on children's health. According to Dr. Lustig, these foods can trigger behaviors akin to addictive responses due to their interaction with the brain's reward system. This cycle of consumption can lead to excessive calorie intake and increase the risk of chronic diseases such as type 2 diabetes and liver disease in children.

Dr. Lustig emphasizes that the high prevalence of sugar and processed foods in school lunches contributes significantly to these health issues. He advocates for a fundamental shift in the approach to food provided in schools, suggesting that meals should not only satisfy hunger but also offer substantial nutritional value to support the health and well-being of students.

While the task is daunting, the school environment provides a unique opportunity. Children are more likely to try new foods and listen to their teachers about healthy eating. Sofia focuses on serving pre-kindergarteners because of the significant impact good nutrition can have at this critical developmental stage.

In addition to health benefits, Lunchies simplifies logistics for schools. Sofia discovered that teachers often spend considerable time each week planning menus, placing orders, and managing payments. Lunchies streamlines this process by handling all ordering and delivery details, ensuring meals are properly labeled and easy to distribute, which allows teachers to dedicate more time to educational activities.

While price competition is fierce, with other caterers offering seemingly lower prices that don't include hidden fees, Lunchies maintains transparency in its pricing. Sofia compares the value of Lunchies meals to a McDonald's Happy Meal, which costs around $7.99 with tax. With meals starting at $8.50, Lunchies provides a freshly made, nutritious option comparable in price to less healthy alternatives. Sofia worked with a pediatric dietitian to ensure that Lunchies' meals are balanced and nutritious, relieving parents of the worry of meal planning. She emphasizes that quality ingredients don't need additives banned in other countries.

Surprisingly, schools wield more influence over dietary changes in our youth than major fast food chains. Emily Oster, a renowned professor of Economics and parenting expert, pointed out on her podcast 'Raising Parents' that, 'Schools essentially operate as the nation's largest restaurant chain. In fact, there are seven times more school cafeterias across America than McDonald's restaurants.' This staggering comparison underscores the potential schools have to drive significant improvements in child nutrition nationwide.

Sofia is driven by the goal for Lunchies to lighten the load for both parents and schools when it comes to nutrition, amidst the myriad responsibilities they face. "Parents already juggle enough responsibilities; they shouldn't have to also worry about preparing balanced meals, especially if they're not skilled in the kitchen. We're here to help alleviate that burden," she says.

Currently, Lunchies is serving lunch in Essex and Union County, New Jersey at Congregation Beth El in South Orange, Temple Sinai in Summit, Congregation Agudath Israel in Caldwell, Temple Emanu-El in Westfield, and Christopher Academy in Westfield. Lunchies makes Kosher-certified meals and offers gluten-free and vegan options. Sofia is hoping to continue to expand to more schools and make it easier for schools and parents to serve kids nutritious food. "The government has tried to take on this issue, and so have celebrities, I really think the only way to fix school lunch and help improve eating habits and ultimately our child’s health is by taking it one school at a time," Sofia says.

Photo by Gina Francisco.

Drawing on her background as a journalist, Sofia Blum penned this article to share her entrepreneurial journey—a story she might have once told from the outside looking in, profiling others' ventures. In telling her own story, Sofia blends her expertise in journalism with her passion for transforming school nutrition, offering a personal insight into the challenges and triumphs of redefining healthy eating in daycares. This narrative not only highlights her venture with Lunchies but also underscores her unique perspective as both a journalist and an entrepreneur committed to social change.

Photo by Gina Francisco.