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Crafting Premium Plant-Based Food With Integrity

Nuttin OrdinaryⓇ is a premium cheese & food company that is 100% plant-based, breaking new ground in the vegan cheese market. We use cashews, quality natural ingredients, and age-old craft cheese fermentation techniques to create delicious, clean & simple ingredient 100% plant-based food. Our products are available in a variety of locations across the Northeast, and we are ready to scale.

This Reg CF offering is made available through StartEngine Capital, LLC. This investment is speculative, illiquid, and involves a high degree of risk, including the possible loss of your entire investment.

$245,782.11 Raised

Reasons to Invest

  • Using our proprietary craft fermentation process, we created a delicious, premium, plant-based cheese, using only clean and simple ingredients.  
  • The plant-based food market is valued at $7 billion and includes over 100 million Americans (Source).
  • We own our own proprietary manufacturing process and have proven market fit in multiple channels including; Whole Foods, Direct to Consumer Websites, Wegman’s, FreshDirect, MarketBasket, and Local Co-Ops & Natural Food Stores.


Plant-Based Cheese With An Incredible Taste

Nuttin Ordinary® is a minority-owned, 100% plant-based food company making delicious craft cheese products. We got our start in our Founder, Josh's parents' 750-square-foot basement in New Hampshire, which we built into a fermentation lab. Since then, we’ve grown locally, expanding into an 8,000-square-foot facility in Peterborough, NH with the help of our friends, family, neighbors, and loyal customers, where we own our proprietary manufacturing process

We've achieved sales of over $930K since 2020, weathered a Global Pandemic, and are currently selling in prominent retailers across the East Coast, including Whole Foods, Wegmans, FreshDirect, MarketBasket and many more. 

Join us as we continue providing our customers with 100% plant-based cheese products that use healthy, natural ingredients and taste AMAZING

The Problem

BAD Taste & BAD Ingredients in the Majority of Plant-Based Cheese Options


Consumer behaviors are shifting towards healthier, more environmentally sustainable, plant-based options to replace dairy. Today, the US lactose intolerant population has grown to approximately 171 million. An estimated 36% to 48% of Americans and the Global Flexitarian population (people reducing or eliminating animal products from their diets), is estimated at a whopping 42% (Source | Source).

However, many of the options currently on the market are filled with oils, thickeners, gums, and starches, missing the mark on what matters most to consumers: taste and texture. People shouldn’t have to choose between great taste, nutritional value, and clean, simple ingredients.

The Solution

No More Compromising! Period.
Exceptional Ingredients Coupled with Proprietary Craft Fermentation Techniques = Great Taste & Texture


We use age-old artisan craft dairy-making techniques coupled with the science of fermentation, including playing classical music during the culturing process, transforming the clean, simple ingredients into delicious plant-cheese. We devised our own probiotic blend designed to work specifically with cashews to remove the nuttiness and create the cheese our customers LOVE. The result is a full-flavored, versatile, soft 100% plant-based cheese that delivers on taste, easily digestible, and full of probiotics - a living food that is VIBRANT, FRESH, and DELICIOUS

We self-manufacture our products, successfully retaining the artisanship & craft of the complex fermentation process while achieving scale. We have developed an omni-channel strategy including both conventional and direct to consumer distribution partners. So far, we have focused on the Northeast to maximize opportunities for consumer feedback and help keep our distribution costs low. Now, we're ready to expand. 

The Market

A Massive, Fast-Growing Category

Source | Source | Source

The US plant-based foods market was valued at $7 billion in 2020, with year-over-year growth of 27% from 2019 (Source). The market is predicted to grow to $74.2 billion by 2027 and estimated to grow to $162 billion in the next decade (Source | Source). 

The top purchase driver in this fast-growing market is taste (Source). While many of the dairy-alternative players are still using the same old vegan cheese concepts from the 80s, we believe our customers are smart and care about what they put in their bodies. They have sophisticated palettes and are reading labels for quality ingredients and ultimately; following their taste buds. This is where Nuttin Ordinary® is winning. 

Our Traction

Growing Revenue and Strong Partnerships

We own our proprietary process, have proven scalability, and surrounded ourselves with experienced, strategic industry advisors. With a positive gross margin and revenue surpassing $930K in 2020, our company is positioned to achieve rapid growth. 

We have achieved velocity in key outlet channels, including independent/speciality stores such as Whole Foods, Wegmans, Market Basket, Fresh Direct and direct to consumer. We are targeting growth in food service with our cheese spread and cream cheese options; such as airports, cafes, bagel shops, and key restaurants.

Why Invest

Raising the Standard for Plant-Based Foods

As we continue to scale, we plan to update our packaging design, launch new product lines and flavors, and gain new opportunities with the most important players in distribution and retail. We envision launching nationally in the next 18-24 months. 

Nuttin Ordinary® is delivering consumers what they are searching for: plant-based options offering both taste and nutrition. We’re crafting delicious 100% plant-based food. We've tested in key retailers, and built scalable manufacturing. Now, we are ready for more. Join us as we show the $7 billion plant-based food market what happens when you combine true artisanship and craft. What a 100% plant-based, Vegan, cheese should taste like. Invest today!

Bold (⌘B)



Nuttin OrdinaryⓇ is a premium cheese & food company that is 100% plant-based, breaking new ground in the vegan cheese market. We use cashews, quality natural ingredients, and age-old craft cheese fermentation techniques to create delicious, clean & simple ingredient 100% plant-based food. Our products are available in a variety of locations across the Northeast, and we are ready to scale.


Joshua Velasquez
Joshua Velasquez
Chief Executive Officer / Director

Joshua Velasquez is Founder & CEO of Nuttin Ordinary; an alt protein, plant-based foods company utilizing a proprietary fermentation process and technology to create premium products in dairy-alt food categories. Josh's focus is on Brand Vision, Innovation, and Manufacturing. Josh has led the company through many stages of growth, including developing a proprietary blend of probiotics, scaling and creating an efficient manufacturing for plant-based cheese & dips, recruiting a team, cultivating and raising $1M+ in investment. Velasquez graduated from the Goldman Sachs 10k Small Business Incubator Program in 2019. Josh is currently part of the 2022 Ernst & Young EAN Accelerator program. 

Adam Hamilton
Adam Hamilton
Chief Operating Officer / Director

Adam Hamilton is a Co-Founder of Nuttin Ordinary. Adam brings extensive banking and business experience to the team. Hamilton has 15+ years in management and sales. Most recently as a Vice President at the largest regional Bank in New England. Adam manages broker relationships, new business development, key retail accounts and distribution relationships. 

Rick Antonelli

Rick Antonelli

Strategic Advisor

A 30+ year industry veteran. From 2009 to 2019 Mr. Antonelli served as Chief Executive Officer and Chairman of Galaxy Nutritional Foods. A successful sale of Galaxy Nutritional Foods was executed to Greenspace Brands. Previously, he was Executive Vice President, Chief Operating Officer and President of Distribution for United Natural Foods. The majority of his professional career was dedicated to United Natural Foods (Nasdaq: UNFI), the nation’s largest natural products distributor at over $20 billion in annual sales, serving as President of both Eastern and Western Regions. Mr. Antonelli was Director of Operations for Harvest Provision, a division of Bread and Circus that was acquired by Cornucopia Natural Foods. From 2001 to 2002, Mr. Antonelli was President of Fairfield Farms Kitchens, a Massachusetts-based custom-food manufacturer where Mr. Antonelli oversaw a 250,000 square foot manufacturing facility, the acquisition and integration of an integrated food company and the development and launch of three new organic product lines. Mr. Antonelli currently serves in an Executive Leadership role focusing on top line sales growth for American Flatbread Co. Mr. Antonelli has served on the Board of Directors of Zevia Beverage Company, the Natural Cooperative Grocers Association, Mary’s Gone Crackers, Healthy Living Markets, and UNFI.

Elliot Begoun

Elliot Begoun

Strategic Advisor

A 30-year industry veteran, author, and the Founder of TIG, a 1:1  customized alternative accelerator focused on helping emerging natural  product brands grow. TIG works with its entrepreneurs to build nimble, capital efficient, resilient brands that become tardigrades not unicorns. Catch him  at FoodBytes, the Hirshberg Entrepreneurship Institute, the Natural Products  Business School, and find his articles in publications such as the Huffington  Post, SmartBrief, and New Hope.


Nuttin Ordinary by Clean Simple Foods
Jan 28, 2023
$10k - $1.07M
Common Stock
Common Stock

Maximum Number of Shares Offered subject to adjustment for bonus shares

*Maximum number of shares offered subject to adjustment for bonus shares. See Bonus info below.

Voting Rights of Securities Sold in this Offering

Voting Proxy. Each Subscriber shall appoint the Chief Executive Officer of the Company (the “CEO”), or his or her successor, as the Subscriber’s true and lawful proxy and attorney, with the power to act alone and with full power of substitution, to, consistent with this instrument and on behalf of the Subscriber, (i) vote all Securities, (ii) give and receive notices and communications, (iii) execute any instrument or document that the CEO determines is necessary or appropriate in the exercise of its authority under this instrument, and (iv) take all actions necessary or appropriate in the judgment of the CEO for the accomplishment of the foregoing. The proxy and power granted by the Subscriber pursuant to this Section are coupled with an interest. Such proxy and power will be irrevocable. The proxy and power, so long as the Subscriber is an individual, will survive the death, incompetency and disability of the Subscriber and, so long as the Subscriber is an entity, will survive the merger or reorganization of the Subscriber or any other entity holding the Securities. However, the Proxy will terminate upon the closing of a firm-commitment underwritten public offering pursuant to an effective registration statement under the Securities Act of 1933 covering the offer and sale of Common Stock or the effectiveness of a registration statement under the Securities Exchange Act of 1934 covering the Common Stock.

Time-Based Perks:

Friends and Family Early Birds

Invest within the first two weeks and receive an additional 17% bonus shares.

Early Bird Bonus

Invest within the first four weeks and receive an additional 10% bonus shares.

Amount-Based Perks:

$500 | Copper

1. *10% - one-time discount code usable on

2. *Discounts on wearable premiums

3. Invitation to Nuttin Ordinary Investor Group – Exclusive promotions & discounts, access to new product launch samplings


$1,000 | Silver

1. *10% - one-time discount code usable on

2. *Nuttin Ordinary® Branded T-Shirt

3. *Discounts on wearable premiums

4. *FREE – one-time discount code usable for a 4-pack of your choice

5. Invitation to Nuttin Ordinary Investor Group – Exclusive promotions & discounts, access to new product launch samplings


$5,000 | Gold

1. *15% - one-time discount code usable on

2. *Discounts on wearable premiums

3. *Raglan Shirt with the investor number

4. *FREE – one-time discount code usable for a 4-pack of your choice

5. Invitation to Nuttin Ordinary Investor Group – Exclusive promotions & discounts, access to new product launch samplings

6. 5% Bonus Shares


$15,000 | Platinum Plus

1. *Free (12) month subscription of Nuttin Ordinary Cheese Spreads or Cream Cheeses (One 4-pack per month)

2. *Discounts on wearable premiums

3. *Owners Premium Hat and Golf Shirt

4. *20% - one-time discount code usable on

5. *FREE – one-time discount code usable for a 4-pack of your choice

6. Invitation to Nuttin Ordinary Investor Group – Exclusive promotions & discounts, access to new product launch samplings

7. 10% Bonus Shares

$25,000 | Titanium

1. *Free (24) month subscription of Nuttin Ordinary Cheese Spreads or Cream Cheeses (One 4-pack per month)

2. *Discounts on wearable premiums

3. *Owners Premium Hat and Golf Shirt

4. *30% - one-time discount code usable on

5. *FREE – one-time discount code usable for a 4-pack of your choice

6. Invitation to Nuttin Ordinary Investor Group – Exclusive promotions & discounts, access to new product launch samplings

7. 17% Bonus Shares

*All perks occur when the offering is completed.

The 10% StartEngine Owners' Bonus

Nuttin Ordinary, Inc. will offer 10% additional bonus shares for all investments committed by investors eligible for the StartEngine Crowdfunding Inc. Owner's bonus. 

This means eligible StartEngine shareholders will receive a 10% bonus for any shares they purchase in this offering. For example, if you buy 100 shares of Common Stock at $1.75/ share, you will receive 110 shares of Common Stock, meaning you'll own 110 shares for $175. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.

This 10% Bonus is only valid during the investor's eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are canceled or fail.

Investors will receive the highest single bonus they are eligible for among the bonuses based on the amount invested and time of offering elapsed (if any). Eligible investors will also receive the Owner’s Bonus in addition to the aforementioned bonus.

Irregular Use of Proceeds

The Company will not incur any irregular use of proceeds.


Article Image
Featured on TV - abc's WMUR Chronicle

1st Step to abc's SharkTank?

Article Image
Nuttin Ordinary: Wholesome ambitions in the plant-based cheese market

Big Dairy Industry is taking notice of Nuttin Ordinary. Nuttin Ordinary takes pride in being the premium plant-based cheese manufacturer in the north-east US.

Article Image
Featured on NHBizCast PodCast

Joshua Velasquez is Founder & CEO of Nuttin' Ordinary, a dairy-free cheese company located in Peterborough, NH. He and business partner Adam Hamilton have built the business from a basement lab to a company with $1 million investor funding.


Owners bonus
Stack Owner's Bonus & Rewards!

Members get an extra 10% shares in addition to rewards below!


Multiple investments in an offering cannot be combined to qualify for a larger campaign perk. Get rewarded for investing more into Nuttin Ordinary by Clean Simple Foods.



Patricia Fruehwirth

7 months ago

Just wondering if will get tax form for 2022 or not since champaign ended in 2023. Thanks, Pat



Tracey Kallman

8 months ago

I was interested in investing in your company right up until you claim to be "minority owned" Exactly where are the minorities? True Velasquez is a Hispanic sounding name but I assume he was born and raised in the US-if not then at least some definition of what constitutes a minority would be nice. The other director is clearly not a minority. And why are there no women on your advisory board...women are still the majority of people who actually shop for food! I'm surprised no one else has brought this to your attention.



Patricia Fruehwirth

9 months ago

Hi. I invested in Nuttin Ordinary and was wondering if any benefits ($1000 level) and how to get them if are. Thanks. Pat



David Braden

10 months ago

I made an investment. How can I tell if it went through properly. Start Engine is asking me to deposit funds, but I thought I already that.



Doris Reisig

a year ago

I have enjoyed the products that I have had the opportunity of trying. I'm interested in supporting you. Before doing so I'd like to see your most recent financial statements. How might I do that?



Todd Gibson

a year ago

Love this company and their products!



Matthew Oneill

a year ago

I know you mentioned that there was supply issues with frozen ravioli in 2021. What does the current product lineup consist of and what do future lineups look like? Further more, compared to other cashew based products on the market, Nuttin Ordinary appears on the pricey side. What features have led to the MSRP? Thanks




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