Co-Founder & Vegan Butcher at Grass Fed

Rob Nipe is the co-founder and head vegan butcher at Grass Fed, a certified kosher vegan butcher shop located in Rochester, New York. Originally from New Jersey, Rob transitioned from his previous role as an analyst at the American Red Cross to pursue his passion for creating plant-based alternatives to traditional meats.

His culinary journey began with experimenting to replicate the flavors of his favorite comfort foods—like Philly cheesesteaks and breakfast sandwiches—which led to the development of a diverse range of vegan meats, including pastrami, bacon, and brisket.

Together with his wife, Nora Rubel—a Jewish studies professor at the University of Rochester—Rob established Grass Fed to offer delicious, cruelty-free versions of classic deli favorites. Their commitment to quality and authenticity has made Grass Fed a staple in Rochester’s culinary scene, appealing to both vegan and non-vegan customers alike.

Catch Rob Nipe at Rochester VegFest 2025

🎤 3:30–4:30 PM – Rochester Vegan Entrepreneurs Panel
📍 Speaker Tent, Parcel 5 – Downtown Rochester

For more information and to explore the menu, visit grassfedrochester.com, or follow @grass_fed_rochester on Instagram and Grass Fed on Facebook.