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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Millennial News Feed

Quote of the Day: “My aspiration is to retire early and travel!” –Male, 27, CA

They’re putting off marriage and they’re moving back in with mom and dad—and we’re not just talking about Millennials. While younger consumers are becoming “boomerang kids” at higher rates, more Gen Xers and adults at all age levels are living at home than they did 30 years ago. The share of adults who have never been married, while highest for Millennials, has also “swelled” for almost all age groups. (CityLab)

Burger King’s Peace Day partnership offer to McDonald’s was brusquely dismissed, but plenty of other burger chains are willing to play. The pop-up Peace Day shop to raise money for UNICEF will now be created with smaller brands like Denny’s, Wayback Burgers, Krystal, and Giraffas, all of whom reached out to Burger King on social media to announce their eagerness to collaborate. We think young consumers like when brandsPlay Nice with one another, so despite criticism, the campaign is hardly a failure. (AdAge)

Would you ever book a flight if you didn’t know the destination? While your answer might be a strong “NO,” several airlines are using “blind bookings” to “generate some excitement and capitalize on the spontaneity and sense of adventure among younger travelers.” The surprise destination tickets are cheaper, and some brands allow participating customers to pick their dates and interests (partying, culture, shopping, cities, etc.) before choosing their endpoint for them. (WSJ)

The 2015 SAT must have been a doozy of a test. Scores were down seven points from the previous year, their lowest since 2005 when the test was last reworked. The number of students who are considered “prepared” for college is down 16% among black students and 23% among Hispanic students. One factor in the drops is the fact that more students are taking the test than ever before, but high school math and reading skills may be an issue. (The Daily Beast)

While more brands amp up their digital efforts, experiential marketing may be more important than ever to appeal to young consumers, who are looking for unique activities they can talk about on social. Adult Swim’s pop-up drive-in theatre is certainly giving them a sharable moment. The brand is touring the country to give fans 18 and older outdoor screenings of unaired episodes, along with free food truck treats, trivia, and prizes. (Adweek)

Quote of the Day: “A major life milestone that happened this year was that I met my idol, Taylor Swift.” –Female, 22, CA

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