I have a friend in New York who is a super busy Mum with 2 young kids, a professional career and a super busy husband by her side. For her Fresh Direct, the home delivery service is a no brainer. It ticks woo boxes. The food is good, fresh and nutritious and she doesn’t have to do anything, it just arrives.
When you look at the video and see how blueberries are selected by Fresh Direct you’re re-assured, these guys are really into quality and freshness. But it’s also obvious that these blueberries are coming from a BIG farm.
Some people want the freshness, they want the effortless delivery but they also want the artisanal foods, they want a local food supply, they want farmers market food delivered in an easier way.
The words that come up in discussion most frequently are fresh, local and easy. Several new businesses are trying to do just that. Take Good Eggs (Good Eggs).
Just starting in Brooklyn, natch because it everything seems to start in Brooklyn these days, they are working on the Etsy, Brooklyn Flea business model: a group of individual food producers delivering food to you under the Good Egg banner. Or Quinciple (Quinciple) who delivers via cargo tricycle to provide fresh food for two plus recipe cards.
It seems a number of strands are coming together. Anti supermarket shopping, local, fresh food, ease of delivery but exactly which one is the most important is not at all clear. Whatever you now have more choices but it’s p[ossible there’s an ongoing change going on here which will be very interesting to watch.COMMENT on what you think is important in food home delivery LIKE having a broader choice in everything.