2025 SBA NH Manufacturer of the Year
Joshua D. Velasquez is the founder and CEO of Clean Simple Foods, Inc., a purpose-driven food company based in Peterborough, New Hampshire, known for its innovative, dairy-free products under the Shire’s Naturals brand as someone who is lactose intolerant—along with 36% of the U.S. Josh set out to create dairy-free alternatives that didn’t compromise on taste, texture, or ingredients. He developed a proprietary fermentation process in his home kitchen, turning a personal need into a larger mission: to reimagine everyday staples with clean, plant-based ingredients that everyone can enjoy. Clean Simple Foods, Inc. is being recognized as the ‘2025 SBA NH Manufacturer of the Year’ based on its solid foundation and continuous growth in this industry.
The journey began in 2014 when Josh and his partner, Adam R. Hamilton, set out to bring clean-label, small-batch foods to market—starting with a cashew-based cream cheese. Josh committed full-time to building the business from the ground up while Adam continued working full-time in banking. They transformed Josh’s parents’ basement into a makeshift fermentation lab, where Josh spent four years perfecting his proprietary process through hands-on R&D. The basement became the foundation for what would eventually grow into an 8,000-square-foot manufacturing facility in Peterborough, NH—an expansion made possible through SBA-backed funding provided by Mascoma Bank, support from the Monadnock Economic Development Corporation (MEDC), the Community Development Finance Authority (CDFA) funds, and the backing of local investors.
SBA resource partners, including The Hannah Grimes Center for Entrepreneurship, also played a pivotal role in Clean Simple Foods' growth, offering access to mentorship, pitch competitions, and a community of like-minded rural founders. The combination of grassroots innovation and regional support helped transform Shire’s Naturals from a basement startup into a thriving brand in over 300 retail locations across the Northeast, including Market Basket, Whole Foods, and GIANT.
Looking ahead, Shire’s Naturals plans to expand the distribution of its dairy-free ravioli line and launch new products designed to bring even more innovation to the plant-based space. The company is also relaunching in Whole Foods Market and aims to deepen its impact by creating good jobs in the region and telling a story that resonates with rural entrepreneurs and food lovers alike.
Before launching the company, Josh was living on his aunt’s couch in the Bronx while working in New York City by day and handcrafting batches of plant-based cheese by night. He’s also an alum of the Goldman Sachs 10,000 Small Businesses Program and EY’s Emerging Entrepreneurs Network.