![]() ![]() It was less about, do I have to cook at home? And it was more about developing the skill sets, finding value, finding variety, and creating a moment, an actual time of engagement with the family around meal time. And then during the pandemic, they started cooking at home more.īut a really interesting transformation happened. The behavior that we expected to see during the pandemic has actually borne out, which is we knew that people going into the pandemic were already cooking at home more than they had in many years prior. LINDA FINDLEY: The consumer has actually evolved quite a bit in a really, really interesting way. On this 10th anniversary of your company being founded, just how much do you think has the consumer changed since you founded the company versus now in the sort of post-pandemic world of trying to figure out what the consumer really wants right now? So we're very focused on translating our purchasing power into creating value and a joyful experience at home for our customers. Right now, when you look at Blue Apron meals compared to, say, going to the grocery store and getting similar ingredients, we certainly come out as a much better value for our customers and also reduce waste at the same time by removing food waste from the entire supply chain. That allows us to have longer term contracts, keep very high quality ingredients coming into the box, and mitigate some of those pressures for our customers. ![]() And because of that, we actually have a direct sourcing model, which means 80% of what we put into the box comes directly from producers. ![]() Blue Apron was built on this model of really transforming the food system.
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