It’s rare that a startup company can get big name athletes to invest in them right off the bat. But that’s exactly what the company Luvo has done. The frozen food company Luvo had already gotten Derek Jeter to invest with them, and now they have Seahawks QB Russell Wilson involved …
Luvo is a maker of frozen-food entrees that is being led by former Lululemon CEO Christine Day, selling a wide range of pizzas, burritos, and other entrees at major retail chains such as Kroger. With a growth rate of about 50%, Day says Luvo meals are packed with vegetables, as well as being an excellent source of fiber, whole grains, and key nutrients that aren’t always found in the stale frozen-food aisle.
Wilson is a brand ambassador and holds stock in Luvo in a partnership that is structured to motivate athletes to have a more personal role in their investment in the food company. The other notable athlete that has signed on is retired New York Yankees baseball player Derek Jeter, who also serves as a brand development officer. Luvo won’t disclose how big their stakes are in the startup.
For Wilson, his decision to work with a food maker that focuses on lean proteins and other fresh ingredients is a personal one. Since his father passed away from complications with diabetes at the age of 55, he has been an advocate for staying fit and eating healthy foods.
This isn’t the first time that Wilson have Jeter had been linked in a food venture. Wilson was a part of the promotion package for Jeter’s bid to open a restaurant in the Tampa International Airport, but that venture has all but failed. This seems like something with a little more widespread appeal, with healthy eating continuing to trend upward. And it doesn’t hurt that Wilson has a personal connection with this.
