Monica Notaro’s Metro Detroit based Urth Meals, is expanding to include a storefront in Bloomfield Hills and soon, nationwide delivery.
BY REBECCA GADE SAWICKI
Developing a gourmet, plant-based meal- delivery company wasn’t always a part of Monica Notaro’s plan — she actually dreamed of becoming a famous singer (more on that later).
But a couple years ago, during what she calls a difficult time in her life, the 32-year-old Metro Detroiter, who’s been a vegan for about 10 years, turned to cooking to manage stress and provide healthy meals for her young daughter. Her dishes sparked the attention of family and friends, who encouraged her to pursue her passion for plant-based food and helped her spread the word.
“It really happened organically,” says Notaro, who once worked as a chemist at DuPont. She launched Urth Meals from her home kitchen in 2018, and within a week, there was a waiting list of 160 people vying to taste her globally inspired dishes.
These days, Notaro runs Urth out of a commercial kitchen in Southfield with the help of four sous chefs (though she still does much of the cooking). Every week her team delivers 1,200 – 3,000 organic, plant-based meals — made f rom as many locally sourced ingredients a possible — throughout Metro Detroit.
Her menu includes dishes for every meal of the day, from oatmeal-cinnamon pancakes and roasted tomato soup to pad thai and BBQ “meatballs.” There are also desserts, cold-pressed juices and kids’ meals like mac and cheese. (Or, should we say, “cheese.”)
“I really wanted our food to address everyone,” says Notaro, who counts members of the Detroit Lions and Red Wings as fans. I would say that 50% [of our clients] aren’t even vegan.”
Come 2022, Urth’s reach will continue to grow with the January opening of Notaro’s first grab-and-go storefront on Square Lake and Telegraph roads in Bloomfield Hills. Notaro is also working to get her meals and sauces into retailers like Whole Foods and Plum Market, as well as launch nationwide shipping.
As for what happened to Notaro’s initial dream of becoming a singer? She nailed it. Catch her on the ice at Little Caesars Arena, where she regularly sings the National Anthem at the Red Wings’ home games (follow her at @monicanotaromusic on Facebook and @monica_notaro on Instagram).