Cooks Venture — the new company of Blue Apron co-founder Matthew Wadiak, enters a partnership with online grocery delivery service FreshDirect. Through this, consumers who use FreshDirect have the option to opt-in for Cooks Venture's "pasture-raised, slow-growth, heirloom chickens." The venture builds on the appeal of all-natural, ethically produced meat deliveries that are convenient and high quality. According to Wadiak, "consumers will bypass brick-and-mortar grocery stores to buy their chicken online from name-brand producers if they believe it’s more wholesome and sustainable."
Cooks Venture's heirloom chickens are deemed to be "potentially revolutionary" as the business is raising Naked Neck Free Rangers that have unrestricted access to the outdoors and will survive off a diet that includes toasted soy, hemp, and whole legumes. These heirloom chickens are bred for slower growth, ensuring a more proportional and healthy flock.
Direct-to-Consumer Meat Delivery Partnerships
Cooks Venture & FreshDirect Offer Heirloom Chicken
Trend Themes
1. Direct-to-consumer Meat Delivery - Opportunity for businesses to offer convenient and high-quality meat deliveries directly to consumers.
2. Ethically Produced Meat - Potential for disruptive innovation in the industry by appealing to consumers who prioritize ethical and sustainable meat production.
3. Brick-and-mortar Grocery Store Bypass - Opportunity for online retailers to capture market share by offering name-brand, wholesome, and sustainable meat options that consumers can purchase directly online.
Industry Implications
1. Online Grocery Delivery - Partnerships between online grocery delivery services and meat producers can create new opportunities for growth and market expansion.
2. Meat Production - Innovations in slow-growth, ethically produced meat can disrupt the traditional meat production industry by appealing to conscious consumers.
3. E-commerce - Opportunity for e-commerce platforms to capitalize on the demand for convenient and sustainably sourced meat by partnering with name-brand producers and delivering directly to consumers.