Two years ago, we were hired to assist a local meal kit company in their dealings with the State Health Department and to create HACCP plans for two special handling components of their kits.
While we had been working in food aspects for many years, Meal Kits did not appear on our radar until four of five years ago when Blue Apron made its initial splash. Our client was locally focused (both in delivery radius and ingredients) and on a much smaller scale. I was intrigued by their operation and philosophy and I have been following their adventures via social media.
It amazes me how many start-ups are willing to dive into this market, differentiating themselves primarily by whom they consider their “ideal” customer persona. If you are a Diabetic, a Vegan, a Nursing Mother or a Cancer Survivor, there is a meal kit company out there looking to sign you up.
I think that most of these companies will die a slow death. As demonstrated by Blue Apron, customer churn and the cost for the “Last Mile” is having a deadly impact.
On the other hand, I have been reading a Food Blog written by an Anglican Priest (he writes about more than food, but food is his primary subject). It so happened that he received a gift subscription to “HelloFresh” and decided to chronicle his experience in a two post series. “Un-boxing the First Meal” is a wonderful observation on expectations not quite being met and with “Pan-seared Pork Chops, Quick Irish Stew” he details the actual cooking experience.
It was great to be able to read about the actual “Meal Kit” experience from someone who wanted to describe what happened without either trying to cover the SEO aspect or trying to sell you.
The original Meal Kit:
Thank you Father Donald Mckenzie !