Feeling blue about cooking? Have fresh dinners delivered to your door

April 22, 2014
2 min read

Let’s face it, the Gordon Ramseys and Iron Chefs of the world might be able to whip up delicious meals that delight the senses and wow family and friends every night. We might wish to do the same, but for us mere mortals we’re probably more likely to end up ordering Chinese takeout for the third time in a week. To help all those wannabe chefs who lack the time, a new company called Blue Apron delivers fresh, local ingredients along with healthy recipes that are prepared and cooked at home with minimal hassle.

This start-up company was created to bring original recipes and premium seasonal ingredients to your front door, every week. Members of Blue Apron receive fresh, premium products from artisan, local purveyors who focus on sustainable practices. The ingredients come pre-portioned and labeled in an effort to save time and limit food waste, and they can be used to make three original recipes included in each weekly delivery, replete with colorful recipe cards that provide step-by-step color photos along with the how-to.

Consumers are driven by many factors in today’s busy world: healthier eating habits, time-saving solutions, and supporting local producers are among them. According to Mintel’s The Locavore: Attitudes Toward Locally Sourced Foods US 2014 report, 71% of respondents said they frequently purchase locally produced food and drink. Of those who buy locally, 65% said they do so because those products are fresher.

Blue Apron is capitalizing on this interest in local, fresh food as well as busy consumers’ cramped schedules, which will likely make delivery services and pre-portioned products more appealing. Consumers who value being able to cook healthy at-home meals on a regular basis are looking for shortcuts that make this possible, even with busy schedules. So clearly, brands and businesses that develop products and services that deliver these options will find a market.

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