Eat Fresh Tech

Eat Fresh, a growing e-commerce platform for meal prep companies, needed a more efficient and attractive offering to keep costs down and drive customer acquisition. I created a full white label experience that Eat Fresh could use to quickly launch their customers' branded e-commerce storefronts.

Opportunity. In 2018, many meal prep companies were operating almost exclusively offline using small rented commercial kitchens, and partnering with local gyms and grocery stores to amplify their distribution. With modern life getting busier and busier, the $220 billion meal prep industry was predicted to see a steady increase at a compound annual growth rate (CAGR) of 4.3%. North America had been leading the way since 2015, specifically due to the advent of e-commerce platforms. Eat Fresh's founder saw the opportunity to improve people's health, and support many grassroots meal prep companies through their customizable e-commerce storefront. This would allow health-conscious chefs to focus on cooking rather than on complex website creation and maintenance.

Approach. I worked directly with the founder, who was also a software developer, to formulate a plan to scale his efforts. I brought in a front-end developer who was familiar with theming and e-commerce websites to help develop a scalable codebase from the design system I created. Together, we identified the functionality and individual components needed to build out branded websites and custom shopping cart experiences. This approach allowed Eat Fresh to keep costs and development time to a minimum without skimping on the design details that their chef customers demand.

Outcome. Eat Fresh has successfully scaled their business using the templated solution. It has allowed them to create branded websites and shopping experiences within a few hours, rather than weeks. They were last reported to process $5 million in orders annually.