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Metro Detroit woman turns hobby into thriving business

Monica Notaro created Urth, a meal delivery company based on her popular vegan, vegetarian recipes

Metro Detroit mother turns hobby into thriving business
Metro Detroit mother turns hobby into thriving business

At the Red Wings games, Monica Notaro’s talent was pretty obvious to fans, but the local mother had another hidden talent, which she turned into a booming business.

Notaro has been performing in front of crowds for her 4-year-old daughter Mila’s entire life.

“I think she’s been to basically every single game I’ve sang at,” she said.

Notaro is a chemist, a singer and single mother. A few years ago, busy friends and neighbors who didn’t want to cook on their own started asking her to put together meals for them.

“I would put them in glass containers and go drop them off and it was just something, to be honest, it was therapeutic for me. I was going through a lot,” she said.

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As word spread, Notaro received more requests.

“I wasn’t even really charging them anything. I was literally just charging them groceries,” she said.

What started with three people working together in her kitchen grew practically overnight.

“My daughter got to kind of experience it with me... It was very hands on with her and it was special time that we got to spend together,” she said.

At the beginning of 2019, Notaro started Urth -- a meal delivery company based on her popular vegan and vegetarian recipes.

And in two years, the business evolved.

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“We start cooking Sunday morning and we cook through basically Monday night and our deliveries start Tuesday morning at 6 a.m. So that’s kind of our window for when we cook and to keep everything completely fresh,” Notaro said.

Notaro said she strives to set up a good example for her daughter every day because she knows she is watching, as well as others who look up to her for advice.

“I truly believe if you are passionate about something, you can make it into either a business or something that’s successful, regardless of what it is. If you have a passion for something, the limits are endless. I truly believe that,” she said.

Notaro said her next big goal is to open a storefront for her business.


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