Try The World thinks gourmet foods in a box could change the specialty food world.
David Foult and Kat Vorotova, co-founders of Try the World, told Food Navigator USA since launching in 2013, the company went from zero to 40,000 subscribers in just one year, they now stock items from Argentina, Brazil, Chile, Finland, France, Israel, Italy, Japan, Morocco, Portugal, Spain, Sweden, Thailand, Turkey, and the UK. Vorotova worked for Weight Watchers while running a foodie blog on the side, while Foult started a microfinance company for local food producers and manufacturers in Vietnam.
Subscribers have a choice - pay $39 a month and receive seven to eight products all from the same country, with recipe cards and an overview of that country’s culture. Or pay $19 a month and receive five “snack” products from five different countries. There are discounts for 6 month subscriptions. A distinct point of difference is that the products are chosen by Michelin star chefs.
And say a subscriber really likes one or two of the products and want to rebuy, they are sold on their website. Foult also shared with Food Navigator USA that a key to success has been the company’s in-house algorithm, which is used to attract and acquire new consumers through online ads.
They are starting to exhibit at trade shows, like the Fancy Food Show and they’ve started doing pop-up stores around Manhattan. The company says that they have created a loyal following among their early adapters, mostly young women living in big cities, but they are confident that with both digital and in-person efforts, their span would reach an even wider audience. Yes yet another millennial focused solution, the interesting twist is the company’s distribution strategy; mail order, online, pop up stores and who knows where else.
Two telling quotes from Food Navigator: “The idea is you won’t need to go grocery shopping anymore except for your fresh ingredients” and “everyone buys food products everyday, so there’s no discrimination there.”