In 1989, Annie Withey co-founded Annie's Homegrown, Inc. with Andrew Martin with the goal of making a healthy and delicious macaroni and cheese for families. She wanted to show by example that a successful business could also be socially responsible. Annie chose Bernie, her pet rabbit, to be the brand's “Rabbit of Approval,” and she put her own address and phone number on each box to encourage customers to connect with her.