This past Christmas I bought two gift certificates for my daughters to Blue Apron. Blue Apron is a company that provides all the ingredients for a meal (made from scratch) that you cook at home. It is one of the newest food trends. My reasoning for the gift certificates is their lives are busy. They work full time and have young children—need I say more? Unfortunately, Blue Apron has revealed their true self to me which caused me to ask, “Where did Blue Apron go wrong?”
What I realized is Blue Apron is perpetuating “food fear”–the food fear that is so popular as a marketing tactic we see frequently today. In fact, after watching one of their commercials, it appears to me they are following the same path as Chipotle.
A few days ago, a Blue Apron post appeared on my Facebook newsfeed. It stated the company was going to start partnering with Bill Niman (of Niman Ranch) to source their protein. In fact, their headline stated, “Animal Welfare Pioneer Joins Blue Apron.” Blue Apron continued with, “Today as the founder ( Bill Niman) of BN Ranch and as a member of the Blue Apron team, his wealth of experience, knowledge, and passion enables us to uphold a best-in-class set of criteria for the sustainable, responsible treatment of animals, and for high-quality beef . . . Bill Niman will play a key role in the development of all of Blue Apron’s beef, pork and poultry programs. Promoting high standards for animal welfare and sourcing only the best ingredients are just a part of Blue Apron’s vision for a better food system.“
A better food system? High standards for animal welfare? Responsible treatment of animals?Continue Reading