Food Delivery and Meal Kits with a Different Twist

The Lempert Report
May 29, 2017

Combining technology and logistics experience with 'Healthy & Fresh'

It seems like each day there is either a new meal kit or food delivery start up that raises millions, while another one announces it's going out of business. They all tout unique famous or almost famous chef inspired recipes but other than that they are all pretty much the same. $9.99, 3 free meals, over packaging and order a couple days ahead. 

There are exceptions. Amazon Fresh’s deal with Martha Stewart is a stand out that I think will survive. And another one – Power Supply (terrible name) – that just changed its name to Territory (equally as terrible) is a start up out of Washington DC, versus Silicon Valley, and its point of difference is worth noting: healthy & fresh. 

Territory works with local chefs and gives them pre-determined menus or ingredients selected by nutritionists or healthcare facilities that they can use to prepare the orders. It’s not about the chef’s fame, fortune or recipes – its about how well they can execute the healthier recipes that are given to them. 

Their approach to building their customer base isn’t flashy TV ads or free meals. Instead, they are reaching out through gyms and wellness centers to those people who have a predilection for healthier eating already and their service meets the need for convenience without compromising on the food. 

Another point of difference, according to a report in TechCrunch, is that this startup, now 6 years old, isn’t looking to expand quickly, it serves just 4 markets. DC, LA, San Francisco and Dallas. They are slow and steady. And the management is a combination of food entrepreneurs and alums from The Motley Fool. They know food and they know money. They also are committed to others, a trait critical to attract millennials and Gen Z - they partner with farm-to-school programs around the country, donate to soup kitchens in local areas the meals they are testing in development and encourages volunteerism of its staff.

Each meal is $13 and follow the nutritional guidelines for 350 to 600 calories, 30 to 60 grams of carbohydrates and fewer than 750 milligrams of sodium with no more than 7 grams of saturated fat -- the diet was based on guidelines from the American Diabetes Association and the American Heart Association); or a Mediterranean diet, designed by our long term friend celebrity registered dietician Ashley Koff RD; as well as diets for new and expecting mothers and macronutrient meals are also on offer.