Fresh/ Table, Trends

UK: HelloFresh in continuing quest to forge closer grower relationships

HelloFresh potato supplier linroyaleThe infectiously enthusiastic Luke Grob is director and head of product and innovation at HelloFresh, the UK’s leading cook-from-scratch delivery service. Produce Business UK popped in to his central London head office to see what makes him and the fast-expanding company tick. The HelloFresh model is based around 12 recipes, five Classic, three Vegetarian and four Family Box. Every customer on the books each week gets a choice of three from five. The recipes, beautifully illustrated and with step-by-step guides to cooking them, are delivered, along with the precise ingredients direct to the customer’s door. They are created by top-class chefs and preparation time is within 30 minutes. Yorkshire based potato grower Linroyale supplies HelloFresh with potatoes. More

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