Matthew Steinberg: VP of Ideal Nutrition. When the Brand becomes more than the Food

I met Matt years ago when Ideal Nutrition was just getting started. At the time, they had a single location in West Palm Beach offering healthy, grab-and-go meal packages designed to make eating well easier. We talked about potential partnerships between FROPRO and Ideal Nutrition and I was grateful for the opportunity to have our products sold and shared with the West Palm community.

What began as one store and a small kitchen quickly evolved into something much bigger—a large production facility, multiple store locations, and even a fleet of delivery vehicles connecting the community with healthy, high-quality, and fairly priced food options. Before entrepreneurship, Matt spent many years serving the West Palm community in law enforcement. One of the young men who came to train and work with him shared a passion for healthy eating, and as Matt’s time as a public servant came to an end, he and Wolfgang began working together to grow and enhance Ideal Nutrition. In a crowded space with plenty of competition, they knew they had something special that other brands couldn’t quite replicate.

Their brick-and-mortar locations quickly became more than just places to pick up meals—they became spaces where people could walk in, ask questions, and get real, practical guidance about their food choices. It wasn’t just about the food; it was about the connection and the time spent with the people they served. Matt and I talked about his transition from public servant to entrepreneur, the “fake it till you make it” mentality, the endless time, effort, and sweat equity required to build a business, and the challenges and rewards of growing a company while raising a family.

If you haven’t tried their meals yet, do yourself a FLAVOR and give them a shot. I’m a big fan of their breakfast burrito (and many others), and I promise you won’t be disappointed. You can find them at www.idealnutritionnow.com or on Instagram @idealnutritionnow.

We hope you enjoy the show—and their delicious, high-quality food.