Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://www.e-digitaleditions.com/i/769179
BY EMILY CROWE Ed Boyes: Bringing Fresh to the Masses Ed Boyes, the U.S. CEO of meal delivery service HelloFresh, shares his thoughts on the company's trajectory, how meal kits have changed the way people eat, and the future of convenience cooking. I n a segment that is becoming more saturated by the month, HelloFresh has been a leader in the meal kit delivery market since the company launched in Germany in 2011. HelloFresh brought its operations state- side in 2012 and had the entire country covered by 2014. Now in nine countries, the company is finding new ways to set itself apart from the competition, including a partnership with celebrity chef Jamie Oliver, who contributes weekly recipes to the service's menu. As U.S. operations continue to grow, new partnerships with specialty food vendors, suppliers, and farms will become even more crucial. U.S. CEO Ed Boyes spoke with Specialty Food Magazine about how HelloFresh came into the market, helping consumers live better, healthier lives through the convenience of meal kit delivery, and where the growing segment is headed. What was the inspiration behind starting a business like HelloFresh? HelloFresh co-founders Dominik Richter and Thomas Griesel were college buddies living together in Berlin, Germany. They were working late hours and wishing they could eat a home- cooked meal instead of takeout all the time. They both liked to cook, but hated the chore of grocery shopping and carrying every- thing home. They also hated the dreaded daily debate of "what's for dinner?" They knew there must be a way to improve cooking at home without all of the associated hassles. They wanted to make cooking more accessible, easier, and healthier, and something they could enjoy with friends and family. What was the impetus behind bringing the company stateside? The team started early in 2012 packing shopping bags in Berlin, Amsterdam, and London with a view to target the highest density population areas in Europe. They quickly started getting requests from people outside those areas who all wanted to become a part of the HelloFresh family. Wanting to serve as many people as possible, the team developed a logistics model that enabled them to deliver to every single household across a given country. They identified the need in the U.S. for a service like this as busy Americans struggle with getting dinner on the table, too. PHOTO: HELLO FRESH q&a 66 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com