Effortlessly Healthy

Rochester Business Journal Staff//November 21, 2025//

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Shaina Zazzaro

Effortlessly Healthy is a Healthy Meal Delivery Service, ranked No. 62 in the Rochester Top 100 in 2024 and No. 8 fastest-growing MWBE in 2024.

Number of Years in Business: 11

Female Company Head: Shaina Zazzaro, CEO

What does it mean to you to be a women-owned business?

It means just that — I am a women-owned business. I did this. I took a chance when no one else thought I would make it. And you know what? I made it. No matter how hard it was, no matter how many times I failed, I did it. When I had my first child I had one day off of work and I set up a nursery in the office and kept going. I am strong. I am brave. I am resilient.

What challenges have you faced as a women-owned business?

I’ve created a multi-million-dollar company and people still look at me and ask, “do you make meals in your home?” I think this is because I’m a young woman, people just sometimes do not take you seriously. I’ve had many men work for me and treat me poorly, not respecting me as a female, I even had to start telling people in job applications that they must be able to work for a woman. You just simply are not taken as seriously as a woman.

How do you support women in your business and community?

I try to tell my story to empower as many women as possible in the community. I write a local blog in the In Good Health Magazine and I post motivational videos on Instagram sharing my story. I want women to know that it may not be easy, but we can to whatever we want as long as we never give up and believe in ourselves. I support all new businesses that I come across, whether it is a motivational chat or a free sampling of my meals for an event, I will always support women.

What goals do you have for your business for the coming year?

I ranked in the Top 100 privately owned companies in Rochester in 2024 and was ranked the No. 8 fastest-growing MWBE in 2024. I have an amazing partnership with UR Medicine and have begun following my dream of becoming a motivational speaker, traveling around, sharing my story, and inspiring others. I teach people about resilience — I have had a hard story, but as my grandma said, cream always rises to the top.

This profile is part of our Best Women-Owned Businesses for 2025. Information used in this profile was sourced from the honoree. View the full list at rbj.net.