Effortlessly Healthy – Meals made for delivery to Rochester organizations, individuals

When Shaina Sidoti was working as a health care administrator, she noticed that while the medical providers excelled at caring for their patients, they didn’t always take care of themselves — especially in terms of what they ate.

So Sidoti decided to act, launching Effortlessly Healthy in 2013.

The meal delivery services business — celebrating its 10-year anniversary this year — has evolved over the past decade and continues to grow and expand.

“I believe you can do anything you want if you believe in yourself,” said Sidoti, the CEO and founder, who describes herself as “resilient.”

She used that resiliency while growing her business.

Sidoti was never afraid to pivot, change direction and try new things as she learned the ropes, as long as she kept her focus on having a successful operation.

One mainstay of the business is being known for offering delicious meals that feature fresh ingredients.

“Since our earliest days, we have focused on our goal of creating delicious, healthy meals for people of all ages at a reasonable price,” Sidoti said. “My team and I are very gratified with our ability to grow this business, employ Rochester residents and help people live the best lifestyle possible.”

Effortlessly Healthy offers customers weekly meal plans for delivery or pickup in a variety of choices, including options for gluten free, dairy free, vegetarian, low sodium and diabetic friendly fare.

The company is the preferred meal delivery service of the University of Rochester Medical Center, and Effortlessly Healthy meals are served in the cafeterias of Strong Memorial Hospital, Highland Hospital and at the University of Rochester’s River Campus.

Because of its emphasis on senior health, Effortlessly Healthy partners with several area organizations that serve seniors, including Elderone, iCircle Services and Elderwood. Customers can also get Effortlessly Healthy meals through Fidelis Care at Home.

Additionally, Effortlessly Healthy operates a food truck and provides corporate catering.

Sidoti has always been a self-starter. She graduated from high school at age 16 and then attended college but left to enter the workforce before she graduated.

She then worked at a few jobs in customer service, as a personal assistant and as a bartender before returning to school. She received her bachelor’s degree in health care administration from SUNY Brockport in 2012.

Sidoti found a job in health care administration and excelled in the position when she decided to switch gears and launch the business.

To get the company up and running, she convinced her mother to move back to Rochester from Arizona and, over the company’s first three years, they were the only employees, taking no paychecks but choosing instead to re-invest in the company.

The business — located on Scottsville Road — has since grown to 25 employees. Sales have grown, too, exceeding $2 million in 2022.

The food service industry is a family affair for Sidoti, who grew up around people who loved to cook. Effortlessly Healthy’s chicken parmesan, which is a favorite meal of customers, is made using Sidoti’s grandmother’s marinara sauce recipe.

Her husband, Mike Zazzaro, is also well known and well versed in the local food service business. He is the owner of Chef’s Catering, the Eat Greek food truck, Chef’s Event Center & Party House in Spencerport and Sonny’s Landing.

Sidoti also shows no signs of slowing down.

She would love to have her brand picked up by a larger company one day, allowing it to expand and serve as a model for healthy eating in health care settings across the country. She would also like to pursue a career as a motivational speaker.

“I hope this goes forever,” she said.

[email protected] / (585) 653-4021