The basics:
- Monmouth County-founded Eat Clean Bro delivers chef-prepared, clean meals nationwide
- Brand has also expanded to supermarkets
- Co-founders Jamie and Kayla Giovinazzo balance growth with philanthropy, community outreach
- Partnerships include Mike “The Situation” Sorrentino and Blake Frazier for charity-focused meals
Since launching a Monmouth County-based meal prep service more than a decade ago, Jamie Giovinazzo‘s mission has revolved around nourishing customers and communities.
As a company that brings healthy, chef-prepared meals right to customers’ doorsteps, Eat Clean Bro is all about simplifying clean eating for everyday people. With a lineup of dishes made from all-natural ingredients that are free of processed food, chemicals and preservatives, the company has amassed a loyal clientele of influencers and celebrities.
Though Jamie and his wife, Kayla, have grown Eat Clean Bro into a $20 million-plus brand with over 100 employees, they have also remained committed to using their business to give meaningfully to local families, children and seniors in need.
That’s included donating over 10,000 meals through its “Bro Gives Back” initiative to support food insecurity in partnership with Children’s Specialized Hospital, an RWJBarnabas Health facility that cares for children with chronic illnesses and disabilities.
As a result of their professional successes and charitable work, the husband-wife duo has received numerous accolades. In 2020, Kayla was named as one of Forbes’ 30 Under 30 in the Food & Drink category for her role as CEO.
The publication cited Kayla’s “passion for wellness, entrepreneurship, and community impact” as being key ingredients that helped transform Eat Clean Bro from a startup into a leader in the meal prep space.
Two years later, Jamie, Eat Clean Bro’s president, was recognized by Red Bank nonprofit Lunch Break for his philanthropic leadership and company contributions of over $500,000 in food and monetary donations.
What started as a side hustle …
When Jamie began Eat Clean Bro in 2013 with $300 in a friend’s kitchen, it was a side hustle focused on preparing affordable, healthy meals for gym-goers and local athletes. Kayla met Jaime just as he was building the business and quickly became an integral part of its growth, helping drive Eat Clean Bro’s vision and strategic partnerships.
Through its direct-to-consumer business, Eat Clean Bro offers local delivery and nationwide shipping of either weekly meal subscriptions or one-time meal solutions. The lineup caters to all diets, such as high protein, low carb, gluten free, pescatarian and vegetarian.
Top-selling dishes include spaghetti and meatballs, lemon chicken & orzo, turkey taco bowl, teriyaki chicken thighs, chicken parmesan, chipotle chili and Mexican shredded beef. Besides adding between four-to-six new items monthly, Eat Clean Bro also has seasonal updates and limited drops.
Since there are no preservatives added to any of Eat Clean Bro’s meals, the product can stay fresh for up to seven days in the refrigerator. Meals are already cooked, so all that needs to be done is heat and serve.
Within the past two years, Eat Clean Bro has also made its retail debut.
In 2023, Livoti’s Old World Market, a family-owned and operated specialty grocery chain, began selling Eat Clean Bro meals in the prepared foods section of its four Monmouth County stores.
Then, as part of an agreement announced earlier this year with Springfield-based Village Super Market, Eat Clean Bro is now found at 19 ShopRite supermarkets in the tri-state area. The brand also hit the aisles of two Fairway Market locations as well as three Gourmet Garage stores in New York City that are owned and operated by Village.
Customers can also buy a full selection of meals in person from a retail storefront that Eat Clean Bro has at its 17,000-square-foot production facility in Eatontown (607 Industrial Way) or a shop in Point Pleasant (3245 Ocean Road).
Another major move is teaming up with Westfield-based group fitness concept Alpha Fit Club to bring members the clean eats they need to power every workout. As part of that collaboration, Eat Clean Bro offers a 15% discount to all AFC members.
Partnering with a fellow bro
Some of its latest high-profile partnerships also include a charitable aspect.
In 2024, Giovinazzo teamed up with his friend, “Jersey Shore” star Mike “The Situation” Sorrentino, on a line of chicken tenders and French fries.
As part of the limited-time offering’s launch, the company pledged to donate $1 from every meal purchased to the Tigger Stavola Foundation, a Monmouth County-headquartered nonprofit focused on fighting addiction. The organization was founded 12 years ago after Tigger Stavola, a friend of Sorrentino and Giovinazzo, accidentally overdosed and died at the age of 25.
It marked Sorrentino’s second collaboration with Eat Clean Bro. In 2021, the company added his supplement line, Brotrition, to its offerings.
Last month, Eat Clean Bro also partnered with Blake Frazier, the 11-year-old son of retired Major League Baseball player and Toms River native Todd Frazier, to unveil a special edition meal in support of RWJBarnabas Health Field of Dreams. Opened in 2022, the facility is a one-of-kind recreational complex in Toms River designed for children and adults with special needs.
Thanks to the community support, the meal raised $2,229 for the organization, according to Eat Clean Bro.
Kayla said, “The Frazier and Giovinazzo families share a deep commitment to supporting the Children’s Specialized Hospital Foundation. Earlier this year, we asked Blake Frazier to be part of a community-focused Eat Clean Bro photoshoot. While planning, I asked Blake’s mom what his dream meal would be. Together, we created ‘The Blake’— rigatoni pasta in a refreshing lemon caper sauce, topped with a lemon herb chicken breast and fresh diced tomatoes. It was a hit at the shoot, and we promised Blake we’d add it to the menu.”
She went on to say, “He chose to donate proceeds from the meal to Field of Dreams, a cause close to his heart. It’s been an incredible collaboration and a reminder of the joy and purpose behind what we do.”
Generous helpings
As part of its charitable outreach, Eat Clean Bro tends to focus on causes that address food insecurity and health-related organizations. Just a few of its many initiatives over the years have included hosting Thanksgiving drives, organizing holiday buffets for underprivileged kids and sponsoring youth programs.
Eat Clean Bro is also known for its star-studded annual fundraising gala in support of the Children’s Specialized Hospital Foundation. The event typically raises tens of thousands of dollars and draws some of Giovinazzo’s celebrity buddies from the casts of “Jersey Shore” and “The Real Housewives of New Jersey.”
Other efforts have included working with Interfaith Neighbors’ Meals on Wheels in Monmouth County to provide nutritious meal plans specifically tailored for homebound seniors.
Eat Clean Bro also regularly donates meals to area first responders. And, in 2022, it sponsored the wedding of two longtime Eat Clean Bro customers in Marlboro who are military veterans as a way to thank them for their service.
“It really comes down to a boots-on-the-ground effort,” Kayla said. “Jamie and I personally respond to every message, take every call and do our best to give people the time, attention and recognition they deserve. As we grow, the number of requests and connections increases — and while that’s a good problem to have, it can be incredibly challenging to manage. That said, we love this part of our work. Supporting people and raising awareness for important causes is what drives us.”
She went on to stress the importance of community outreach for Eat Clean Bro. “We wouldn’t be where we are today without the support of our customers — so giving back is our way of showing appreciation. Community and philanthropy aren’t just things we do — they’re part of our foundation. From day one, Eat Clean Bro has been about more than just food — it’s about supporting and uplifting the people around us,” said Kayla, who ran her first New York City Marathon last fall to raise money for Children’s Specialized Hospital.
Challenges and keys to success
As a business owner, Jamie said the biggest challenges are “navigating external factors outside of our control – like rising ingredient and labor costs, supply chain disruptions or unpredictable weather – and still ensuring we deliver the best product at the best price to our customers.”
Given the post-pandemic shift in consumer behavior, Jamie said Eat Clean Bro has “had to evolve the way we market, communicate and connect with our customers.”
“Flexibility and empathy have become key – we’re constantly listening and adapting to what people need most,” he said.
To ensure its future success, Jamie said Eat Clean Bro is taking several steps, from continuously improving food quality to staying ahead of food trends to improving delivery time and logistics.
Flexibility and empathy have become key – we’re constantly listening and adapting to what people need most.
– Jamie Giovinazzo, Eat Clean Bro co-owner
“These moves are all part of our mission to make clean, delicious meals more accessible than ever,” Jamie said, adding, “Balancing quality, affordability and consistency is always our top priority.”
What’s on the menu?
When it comes to the rotating menu updates, Jamie said Eat Clean Bro’s culinary team and registered dietitian “is constantly inspired by emerging trends and diverse global influences.”
“One trend we’ve fully embraced is the use of bold, international flavors — think harissa, za’atar, Caribbean jerk and a variety of Asian-inspired profiles. Meals like our Korean Beef & Rice Bowl and Mediterranean Spiced Chicken are a direct result of this global approach,” he said.
Jamie went on to say, “As demand for higher-protein meals has increased, we’ve become more intentional about protein content across our offerings. Additionally, we continue to prioritize high-fiber, plant-forward, and gluten-free meals to ensure we’re providing something for everyone — always with health and convenience top of mind.”
One trend we’ve fully embraced is the use of bold, international flavors…
– Jamie Giovinazzo, Eat Clean Bro co-owner
As for Eat Clean Bro’s logistics, Jamie said the company it is always evolving those operations “to enhance the customer experience, especially as needs shift throughout the year.”
“For our shipping customers, we’ve implemented smart technology that takes into account distance, weather and delivery address to determine the ideal carton size and ice pack configuration — ensuring meals arrive fresh and intact,” he explained. “On the local delivery front, we continue to improve routing efficiency and product handling while providing real-time tracking, including updates when the order leaves our facility, is en route and when it’s delivered.”
Reducing the company’s carbon footprint is another goal, according to Jamie. “Sustainability is important to us, and we’ve taken several steps to reduce our environmental impact. We prioritize working with local vendors and partners whenever possible, and we focus heavily on waste reduction and donate any unused product rather than discarding it,” he said.
Additionally, he said, “We’ve optimized our delivery routes by increasing the number of stops per route, helping reduce emissions and improve efficiency.”
