Which tips of Hello Fresh can be used in the fruit and vegetable sector?

COVID-19 pandemic or not, consumers still want to eat good, healthy and preferably budget-friendly food. For this, recipe boxes are a great solution, and Hello Fresh is taking centre stage. This successful organisation saw its global revenue increase to 3.75 billion euro in 2020. What is their secret and which tips can the fruit and vegetable sector use as well?

Most successful supplier of recipe boxes

Where Hello Fresh was one of the first key players in the market, today, there are many companies delivering recipe boxes. Still, Hello Fresh remains the most successful on a global scale, with more than 5.3 million active clients in the fourth quarter of 2020. How does this German company remain at the forefront?

Success of Hello Fresh based on four pillars

The mission of Hello Fresh is based on four important pillars. In which home cooking forms the main principle:

• Budget. Consumers select which meals they want to have delivered in advance. Therefore, Hello Fresh can purchase its ingredients against a keen price and present them at a great value.
• Health. Home cooking with fresh ingredients for a relatively low price/budget. This is how healthy food becomes available for a wider audience.
• Taste. The selection remains varied, since consumers can communicate their taste preference every week. From time-saving meals on weekdays to restaurant-quality dinners on the weekend.
• Sustainable. Since Hello Fresh purposefully purchases and delivers its ingredients, hardly any food is being wasted. In addition, Hello Fresh aims to deliver its recipe boxes in carbon neutral way and keep its daily activities sustainable.

Convenience and time saving for consumers

Next to these four pillars, there are other factors that contribute the global success. In times of abundance, it sometimes is even more difficult to make decisions. That is why Hello Fresh offers a limited range which consumers can adapt to their personal preferences. This promotes the feeling of still having a choice without drowning in endless possibilities.

In addition, consumers do not have to purchase the ingredients themselves; these are delivered to their doorstep at a moment that suits them best. And the fact that they can follow simple recipes, of which the ingredients are already offered in the right amount, increases the sense of convenience. Consumers can put a fresh, healthy meal on the table within minutes.

Growers United / Prominent has been listening to consumers for years to meet their needs. Curious to know more? Do not hesitate to get in touch with Wim van den Berg of Growers United / Prominent: w.vandenberg@growersunited.nl of +31 (0)6 5756 4346.

Prominent is a brand of Growers United UA. This organisation is responsible for the sales, marketing and quality control of the product.