How Veronica Rivera is Building Sabe From The Ground Up
Veronica Rivera, Founder of Sabe
Veronica Rivera is the founder of SABE, the single-serving sauce and dressing brand making desk lunch something you actually look forward to. The idea came out of her own life: as a consultant at BCG, she was constantly stuck choosing between a lunch that was healthy and a lunch that tasted good, and the sauces and dressings were always the make-or-break. Nothing on the market was clean, portable, and genuinely craveable, so she made it herself. SABE launched in February with three flavors: Lemon Mustard, Spicy Chipotle, and Miso Tahini, each 100 calories, shelf-stable, no seed oils or preservatives, and small enough to throw in a bag.
She built the whole thing while finishing her MBA at The Wharton School, which meant testing behavioral econ frameworks on her own customers the same week she learned them in class. Since graduating, she's been sharing those lessons publicly through her MBA 101 series on Instagram, along with the less glamorous parts. Today SABE is sold at sabesauce.com and in select retailers around Miami, where Veronica is based.
In this episode:
How Veronica’s years of work travel, meal prep and frustration with traditional dressings led her to build a clean-ingredient, single-serve sauce and dressing brand.
Why multiple co-manufacturer relationships didn’t work, the red flags she learned to watch for, and how she ultimately decided to take production into her own hands.
How Veronica used her Wharton MBA, customer research and real-world demos to shape everything from formulation and packaging to positioning and why her biggest advice to founders is simply to start.