According to Aussie Farmers Direct chief merchant, Duncan Kirk, the company’s 11-year heritage in delivering 100 per cent farm-fresh local produce throughout Australia, placed it in good stead to capture this fast-growing market.
“Ten years ago, the home-delivered meals market was virtually non-existent, but it is now the fastest growing and most exciting segment in grocery e-commerce around the world,” Kirk said.
While large global players have entered the local market, Kirk said the Simple & Fresh Dinner Box was well placed to compete and capture the interest of Australian customers.
“Many of the current meal box offers are packed in a single location and then shipped out to customers – often thousands of kilometres away,” Kirk said. “The Simple & Fresh Dinner Box is different. With our national food delivery infrastructure, and our direct relationships with local farmers and growers, we can offer a more locally-sourced, fresher and better quality product than our competitors.”
Their customers in South Australia and Queensland can order a Simple & Fresh meal box so they’ll know that the kits were packed from where they are from, instead of Sydney.
“We also offer a more convenient and flexible service. Where competitors need orders lodged at least a week in advance, our customers can place an order right up to the day before delivery. And unlike many competitors, we don’t lock you into a subscription service,” said Kirk.
The Simple & Fresh Dinner Box was planned after the outcome of the highly successful WW freshbox (developed in partnership with Weight Watchers). There were more than one million meals delivered since it was launched mid-last year.
“We’re expecting the Simple & Fresh Dinner Box to resonate well with existing customers, who have long valued the convenience of having fresh fruit and vegetables delivered to their doorstep,” said Kirk.
“But we also expect it to attract a diverse range of new customers that include time-poor families and career-focused couples. Even millennials who don’t have enough confidence in the kitchen to start cooking from scratch will find this product appealing.”
The Simple & Fresh dinner box is available in three or four meal options for couples and families, with prices starting at $7.45 per plate.