Clean Simple Foods, Inc. (DBA Shire’s Naturals)

Joshua D. Velasquez is the founder and CEO of Clean Simple Foods, Inc., a purpose-driven food company based in Peterborough, New Hampshire. It is known for its innovative, dairy-free products under the Shire’s Naturals brand. As someone 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 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—an expansion made possible through SBA-backed funding provided through Mascoma Bank, support from the Monadnock Economic Development Corporation (MEDC), funding through the New Hampshire Community Development Finance Authority (CDFA) 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.

"One of the characteristics of Josh and Adam that certainly contributes to their success is how community-minded they are. Many times, we've asked them to jump in as an emcee or judge for one of our pitch events, and they've shown up. I am dairy-free and feel so relieved to have a product that is made from real foods and is truly delicious! For their innovative and impressive business, their investment in the community, and their delicious food, we were thrilled to nominate them and are so proud that they won," said Julianna Dodson, Executive Director of Hannah Grimes Center.

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. For more information https://eatshires.com/.

New Hampshire award winners will be honored at the SBA’s 2025 Small Business Week celebration on Monday, May 12th, from 9:00 am to 11:30 am at the Millyard Museum - 200 Bedford Street, Manchester, NH 03101. Register here.