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Meet The Black Man Behind New York City’s Newest Black-Owned, Late-Night Vegan Burger Joint
The opportunities for Black entrepreneurs to launch their vegan businesses has never been better.
That’s largely due to the fact that people of color are reducing their consumption of meat faster than other demographics, according to a poll conducted by Gallup in 2020. And Black celebs are also investing in businesses that align with their meatless lifestyles. For example, Beyoncé co-founded vegan meal delivery brand 22 Day Nutrition—that has since expanded to a meal-planning app—with vegan nutritionist Marco Borges, and Jay-Z has invested in vegan brands such as Partake Foods and Impossible Foods through his venture capital firm.
With the vegan market on fire, Jerrell Obee saw an opportunity to merge his new-found interest in veganism with his love of an American classic — a good ol’ fashioned burger. This inspired JERRELL’s BETR BRGR, NYC’s newest late-night, Black-owned, vegan burger spot serving burgers, fries and shakes with a flare.