UK: HelloFresh in continuing quest to forge closer grower relationships

The 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