SeaFood Business

MAR 2013

SeaFood Business is the global trusted authority for seafood buyers and sellers. We are the seafood industry's leading trade magazine with more than 30 years of experience. Our coverage is based on the "business" of buying and selling seafood.

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Global Retail but already boasts a customer base of several thousand and has been growing its orders between 30 percent and 50 percent each month. Te company has also started a U.S. presence, www. hellofresh.com, out of a New York o���ce. From there, it is rolling out the concept across the country���s West Coast. Boyes believes that while online retail platforms, such as Ocado and Tesco, have ���attracted signi���cant levels of consumer take-o���,��� they haven���t added any real consumer value. ���You are basically swapping your trolley for a mouse. But you still have to take the time to spend shopping for what you want and then you still have to wait a few days for the delivery of something that people often want to consume instantly. It���s not necessarily more convenient. What we are trying to do is focus on what the customer wants and what adds convenience to them,��� says Boyes. Hello Fresh customers simply sign up for a delivery of either three or ���ve main meals, designed to feed two, four or six people, and to be cooked in 30 minutes or less. Te rest is left to the chefs. Te product is targeted at people who like the idea of scratch cooking but who don���t necessarily have the time or the skillsets to cook such meals. An adventurous nature also helps because customers don���t know what the meals will be in advance of delivery. Boyes says the company believes ���sh ���adds another dimension��� to its product. Terefore, in a three-meal box delivery, there would be at least one ���sh dish. And through its supply agreement ���What we are trying to do is focus on what the customer wants and what adds convenience to them,��� ��� Ed Boyes, commercial director, Hello Fresh with London-based wholesaler James Knight of Mayfair, the company also likes to ���mix up��� its seafood o���erings. ���Looking at our current ���menu wall,��� we have sea bream, prawns, tilapia, salmon, coley, cod and mussels. As long as it���s within the price brackets, we try to introduce customers to new things. Also, we like to give them di���erent ways to cook ���sh or a new ���avor to try. For example, we have salmon with homemade guacamole ��� it���s something that people wouldn���t normally put together, but in actual fact they go together very well and customers enjoy it.��� ���[James Knight] is a good independent supplier; they focus on sustainability and freshness. And the way that they package products means the ���sh tastes better ��� the packaging isn���t ���ushed through with preservative gases. Our concept brings with it a much smaller supply chain than the supermarkets; it���s directly producer to box to consumer, meaning our customers are getting ���sh within 24 hours of it being cut into portion sizes and packaged. Our name is Hello Fresh so you have to be able to tell the di���erence between really fresh ingredients and those that are less fresh.��� Boyes dismisses the notion that the concept is only an option for a���uent consumers, saying that Hello Fresh doesn���t see it as being more expensive, but rather it���s ���smarter shopping.��� Te average cost per portion, including free delivery, is between ��4 (���4.66/$6.32) and ��5 (���5.82/$7.90), which ���appeals to a wide range of consumers.��� And there���s no waste, he says. ���So many people have become interested in cooking and will religiously watch a Jamie Oliver show or ���MasterChef��� contestants cooking away on terrestrial television at 8 p.m. But at the same time, it���s widely accepted that Britain does the least home cooking out of all the European nations.��� Hello Fresh works by ���stripping away��� time-consuming aspects of cooking, such as researching a recipe and going to the supermarket, to allow the time to cook a meal from scratch that has been designed by a professional chef and that comes with full instructions, he says. ���Te time that they would have spent walking around the supermarket on their way home from work can now be spent cooking and getting that sense of achievement that comes with putting a family meal on the table. ���Ten there are people who cook but only have a ���ve-dish repertoire. Tat particularly impacts on ���sh. Our head chef, Patrick, says that a lot of people are intimidated by cooking ���sh and lean more toward simple staple foods like poultry as a result. ���Fish is a bit more di���cult, but we get a lot of positive feedback from customers speci���cally because they hadn���t been con���dent enough to cook ���sh from scratch before. But when they have such simple, clear instructions about how to do it, they enjoy cooking ���sh the most. Without our help, they probably wouldn���t be cooking ���sh at all.��� Contributing Editor Jason Holland lives in London Quote Gurry Investments, Inc. has the technologyNumquisc iliasperum quiant. Riantur to produce a protein rich estotam, solendisque nesenda ndebition non organic fertilizer and a high quality Omega 3 ���shlaborunt fuga. Itate que voluptus eos oil from ���sh offal or waste. endem etur atia Visit our booth #280 to see the results of nist fuga. ��� name, company salmon | tuna | cat���sh | ocean white ���sh | herring | cape shark Booth# 280 48 SeaFood Business March 2013 Visit us online at www.seafoodbusiness.com

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