My first thought was that it's incredible that these startups exist, when the majority of the US population isn't even willing to eat more vegetables. Then I was curious about how many vegetables Americans eat, and I discovered that there isn't much useful data on the subject. This CDC report says that US adults eat (on average) vegetables 1.6 times per day:
http://www.cdc.gov/nutrition/downloads/state-indicator-repor.... Not a very useful metric.