Jenny Goldfarb, aka Mrs. Goldfarb, is the founder of Unreal Deli. She grew up on the Standard American Diet (SAD), and in her early 30s, learned about the plight of animals on factory farms, which led her to adopt a plant-based diet. After much trial and error she became a whiz in the plant-based kitchen and realized the thing she missed most after becoming vegan was premium NY-style deli meat. She sought to recreate a corned beef made from beets, chickpeas, tomatoes and high protein wheat.