![]() ![]() Launched in 2012, Blue Apron consisted mostly of its three founders – Salzberg, Ilia Papas and Matthew Wadiak – packing ingredients and recipes into boxes to be sent to their first consumers. Yet, trips to his local supermarket left him disappointed - where were the fresh ingredients, fresh produce that just begged to be eaten? And so, Blue Apron was born. ![]() Taking care of the shopping – helping you avoid the missing ingredient scenario – these startups deliver all the necessary items to your doorstep, recipe included. ![]() With the rise of foodies and more people attempting to cook at home sans stress, companies like HelloFresh, Chefday, Plated and Blue Apron are competing for the opportunity to get into your kitchen and stay there. Instead of the joy of cooking, it’s one more for the to-do list. Forget an ingredient, skip a step in a recipe, and the meal might turn out completely different. Trying to think of dinner while at work, struggling to remember what ingredients one has at home, rushing to the market before heading home. Everyone eats, Matt Salzberg, one of the founders of Blue Apron, reminds me when we start chatting. ![]()
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