To kickoff 2024, JBN hosted January with the Js featuring Justin Rosenberg (Honeygrow), Jeff Benjamin (Vetri Cucina/Federal Donuts), and Emma Dooling (Business Journal) as the moderator.
Emma Dooling - Business Journal
Moderator
Justin Rosenberg
Founder & CEO, Honeygrow
Justin Rosenberg is Founder and CEO of honeygrow, a fast-casual stir-fry and salad concept founded in Philadelphia in 2012. With a mission to create a unique, spirited brand focused on simple, wholesome foods, Rosenberg has led the company's creation and growth, which currently has 40 locations.
Prior to launching honeygrow, Rosenberg worked as an Asset Manager and Manager of Energy Services for PREIT in Philadelphia, where he was responsible for purchasing and hedging strategies, energy costing, solar power development, capital budgeting, retail re-merchandising strategies and forecasting for a portfolio of over 35 national shopping centers and malls throughout the US.
After seven years in the finance and real estate industry, Rosenberg decided it was time to pursue his true passions of entrepreneurialism, cooking and creative brand-building. Influenced by his recent adoption of a plant-based diet and his love for design and music, he drew inspiration for a concept set to differentiate itself from the rest. To prepare himself for this new venture, Justin staged at various restaurants from Philadelphia to Washington, D.C. to gain further experience in kitchen operations, cooking, and leadership.
In 2012, the first honeygrow location opened in the Rittenhouse neighborhood of Philadelphia, and Rosenberg’s vision catapulted to the next level. Since that day, honeygrow would continue to expand its unit count and team, with sights set for becoming an enduring, sustainable organization. The company has raised over $80 million in equity financing and has grown into the Boston, Pittsburgh, Baltimore, Washington DC and the New York City metro areas. In 2020, Justin received the Ernst & Young Entrepreneur of the Year Award for the Greater Philadelphia region and in 2021, was distinguished as a member of the Philadelphia Business Journal’s 40 Under 40 class.
Justin resides in the Philadelphia suburbs with his wife, three children and Goldendoodle, Bowie. His passions outside of honeygrow include Brazilian Jiu Jitsu, playing guitar and spending too much time trying to master solos, cooking, hiking, and surfing. He is a member of the Children’s Hospital of Philadelphia’s (CHOP) Corporate Council and a board member of the Philadelphia chapter of Team Impact.
Jeff Benjamin
Co-Founder & COO, Vetri Restaurant Corp.
After graduating from The University of Massachusetts Amherst, Jeff Benjamin met Marc Vetri in New York City while working in the food industry. When Marc decided to return to his native Philadelphia to open Vetri Cucina, he tapped Jeff to be his business partner and general manager—and the rest is history.
Today, Jeff serves as co-founder of Vetri Cucina, and has worked alongside Marc to open many restaurants in the past 25 years including Fiorella, Pizzeria Salvy and MVP located in the Philadelphia area, and Osteria Fiorella, Vetri Cucina, and Fiorella in Las Vegas. Jeff is the co-founder and a board member of the Vetri Community Partnership. In 2015, he published his first book, Front of the House: Restaurant Manners, Misbehaviors & Secrets, a behind-the-scenes look at the details that go into an evening out.
In addition to operating restaurants, Jeff enjoys helping entrepreneurs in the food and beverage industry through angel investing and consultation. Currently he is an investor and sits on the boards of Federal Donuts, a quick serve restaurant company, and Simply Good Jars, a CPG salad product for the foodservice and grocery industry.
Jeff lives in Philadelphia with his wife, Melissa, and has two daughters. When not working, he can be found spending time with his family and rooting for his beloved sports teams, the Cubs and 76ers.