Fresh Food On-Demand

Farm-to-table is a phrase so ubiquitous among restaurants and eateries nowadays that it’s difficult for Millennial diners to decipher who is fully committed to fresh and local produce, and who is misusing the label. Products stamped as organic also have their drawbacks, sometimes not as healthy as expected and costing more than the average grocery shopper wants to spend at the checkout line. We asked in August 2013 what labels would make them more inclined to buy a product, and more than half would be influenced by local and all-natural call-outs compared to those labeled as organic.
 
The local and all-natural movement for food is evolving into the promise of freshness. Consumers are seeking out services that shrink the literal distance between farms and their own tables, focusing on seasonal offerings from local farmers as opposed to the big business of year-round, on-demand groceries funded by big agriculture. We’ve seen box subscription services like Blue Apron and Plated take off, founded on the principles of fresh food delivery and at-home meal preparation. New iterations on the fresh food experience are appealing to the Millennial palate by adding ingredients of sustainability, storytelling, and charity into the mix while keeping healthy options affordable. Here are three standouts attempting to bring farm-products and reliably healthy fare into Millennials’ homes, and to give them freshness on demand:
 
1. FreshRealm
Cross-country fresh food delivery has been a thing of dreams—until now. FreshRealm’s patent-pending food delivery system can make it happen with a container known as the Vessel, a refrigerated box that can house produce straight from the farm and be shipped anywhere within two days using the United States Postal Service. According to the company, 40% of all…

 
 

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The Newsfeed

Quote of the Day: “My favorite brand on social media is Complex, because it's more of an online network that reports on urban culture.”

—Male, 23, MI

Luxury watch brands are innovating to cater to what could be their biggest opportunity: Generation Z. A September 2016 survey from Mintel found one in five 16-24-year-olds reported they were thinking of buying a watch “in the coming months,” and that “the young are the biggest buyers of all age groups.” As a result, watch brands are taking marketing online. Omega says that social media is not part of their marketing strategy but “the way [they] communicate.” (Financial Times)  

A group of moms is making hijabs for Barbie to battle Islamophobia. Created through a partnership with the non-profit For Good, Hello Hijab sells $6 handmade headscarves for dolls, available April 1st, along with a card explaining what the accessory is. As one founder explains, the aim is for a more inclusive generation: “They will see it as a kind memory from their playtime, and then they will grow into a kinder generation…used to playing with dolls that look different to them.” Profits from the new doll accessory will go to support multicultural communities. (RT)

Netflix is winning the “steaming wars”—at least on home TV sets. comScore’s analysis into video streamed over Wi-Fi to televisions in U.S. homes found Netflix’s penetration is around 40%, while YouTube, the next most-used service, was less than 30%. Both Amazon and Hulu are far behind at below 20%, but the latter was found to have engagement rates on par with Netflix: “People who do use [them] use [them] a lot…Both services engage their users for more than 25 hours a month.” (Recode)

Chipotle wants to "slyly” promote kids’ healthy food habits with an unbranded video series. RAD Lands, available for purchase on iTunes, follows “the Cultivators” as they try to save the galaxy’s animals and plants, and features cooking segments with celebrity chefs and musical appearances by the likes of Biz Markie and Wayne Coyne of the Flaming Lips. Described as an “entertainment Trojan horse,” the series is all about educating the next generation while also making a play to win back consumers after the brand’s food-related illness issue. (Ad Age

Airbnb is launching Aibiying, a new brand to target Chinese Millennials. The company’s research has shown an increase of 142% of travel out of China in 2016, and 80% of their users in the country are under 35. The young travelers are also a “lucrative market” according to one expert: "Chinese Millennials are likely to travel farther afield -- and to spend more while traveling—as their disposable incomes and appetite for adventure grow." Aibiying, which translates to "Welcome each other with love,” will include the brand’s latest “Trips” and “Experiences” features. (Inc.

Quote of the Day: “Budweiser ads are memorable because they pull at the heart strings with the horses and dogs.”—Female, 22, CA

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