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What to eat for lunch? American start-up launches "lazy lunch" to save time and take care of health for busy people in the workplace The weather is getting hotter and hotter, and I have no appetite at noon. Is there a convenient, refreshing and delicious lunch option? "Daily Harvest" is an American start-up company that focuses on healthy smoothies and various frozen dishes that are more nutritious than fresh fruits and vegetables. Founder Rachel Drori also suffered from busy work but no nutritious and easy lunch options. But without compromising his health, he found a solution. Eventually, a glass of smoothie was developed into a series of unique products, which not only successfully changed the way consumers look at frozen food, but also received investment from Hollywood star Gwyneth Paltrow and tennis star Serena Williams. Entrepreneurship can't just rely on romantic imagination, more than "5 times the favor" before full-time investment The founder of Daily Harvest, Rachel Drori, is a New Yorker. After graduating from Columbia Business School, she worked in brand marketing for Four Seasons Hotels and Resorts and American Express. Due to the busy work, Drori is often unable to sit down and have a good meal at noon. If he accidentally misses the lunch time, he can only find some spare time to find some cereal bars and a few handfuls of nuts in the pantry to satisfy his hunger, and then return to his seat continue working. However, this was very painful for Drori, who has always valued a balanced diet, so he tried to use weekends to prepare lunches for the whole week. He cuts vegetables and fruits, packs them, freezes them, and takes them to the office. When he wants to eat, he only needs to spend a few minutes pouring the frozen fruits and vegetables into the juice machine, adding some nuts and milk to make a smoothie. In this way, no matter how busy you are, you can easily solve a delicious and nutritious meal. Drori's colleagues saw his fragrant smoothies and paid him to make more for them to try; after word of mouth, Drori's smoothie "business" became more and more prosperous. Later, I even had to rent a shared kitchen in Queens, New York, buy ingredients at the nearby Trader Joe's supermarket every weekend, make smoothies in the kitchen, and then drive in Manhattan with my nephew to deliver the food. To cope with the ever-increasing "orders". It was suggested that Drori might as well take advantage of the trend to start a business, but Drori continued with his full-time job and only used his weekends to run his smoothie business. Because he believes: "Although I found a demand with great potential in the market, I want to find out how many people have this demand before I devote myself wholeheartedly." So Drori set a goal: Strangers other than family and friends would need to place five times more orders than acquaintances in order to prove it was a business worth putting their all into. Unexpectedly, just two months after the goal was set, Drori simply quit his job and started Daily Harvest in 2015 with $25,000. Are frozen foods more nutritious and delicious than "fresh" fruits and vegetables? Small farmers and chefs are behind the scenes At the beginning of its establishment, Daily Harvest advocated: "We take care of food, and food can take care of your health." Drori believes that if Daily Harvest's products want to expand sales, the first step is to break the traditional concept of "frozen food equals unhealthy" in most consumers' minds. Because when it comes to frozen food, most consumers probably think of pizza in the microwave or tricolor beans in a bento box. But in fact, many frozen foods are more nutritious than fresh fruits and vegetables that have been transported over long distances in the market. Blueberries are twice as high; frozen spinach has 25 percent more vitamin E. In addition, traditional farms pre-harvest fruits and vegetables a few weeks before they are fully ripe, and pack them into nitrogen-filled packages to reduce the speed of spoilage during delivery. Even so, there are still some fruits and vegetables that rot during transportation and must be discarded, and because the fruits and vegetables are not fully ripe when they are picked, they may not have the best flavor. Compared with traditional methods, Daily Harvest works closely with more than 400 contract farmers from California to New York to ensure that all ingredients are harvested at the most mature stage, frozen within 24 hours to lock in the nutritional flavor, and then sent to Packing plant for processing. Frozen transportation also reduces food loss by 50%, reducing additional cost waste. On the other hand, in addition to strict requirements on the quality of ingredients, Drori also hopes that the products will be delicious. Daily Harvest has hired certified nutritionists and Michelin-trained chefs to design menus, and the product line has gradually expanded from smoothies to thick soups, salads, Iron coffee and ice cream are delivered to subscribers' homes in a weekly and monthly DTC (Direct to Customer) mode. Make good use of the flexible advantages of start-up companies: not only to "satisfy" demand, but also to "predict" demand When Drori was still working in marketing, he built several new brands from scratch. He believes that for new brands, it is not enough to "meet" customer needs, but to "predict" demand; especially for start-up companies, they should make good use of their own advantages of flexibility and launch attractive new products before major food manufacturers It is the key to creating living space. If a traditional food manufacturer wants to develop a new product from the beginning to the end, the process must go through market research, cost analysis, product development and production, and it will take about a year until it is actually launched. Therefore, many large companies will focus on the product sales of start-up companies. Once they find that a certain product has market potential, they will immediately skip the market research and directly enter the market with cost advantages. Therefore, Daily Harvest's growth strategy focuses on how to continuously and efficiently launch the next new product; Drori invited Brad Klingenberg, who once served as the head of algorithms at streaming video leader Netflix and online styling consultant Stitch Fix, to help Daily Harvest build on the traditional A data analysis platform that is rarely seen in the industry, in addition to discovering new product ideas from social platforms, it also adjusts food preferences and delivery frequency for regular customers. In order to find out the next potential new product, Daily Harvest opened official accounts on major social media, and at the same time formed a team dedicated to interacting with fans. "Iron fans" collect their comments on products, interactions with advertising posts, or new flavors they wish to eat, as the basis for developing new products. Once this group of loyal fans sees that Daily Harvest actually makes their wishes come true, it is easy to become enthusiastic brand missionaries. For example, when "Beyond Meat" set off the trend of "Future Meat", Daily Harvest also launched the main natural plant-based protein "Crumbles" series of products for vegetarian customers who do not want to eat extra additives in future meat; "Oatly" oat milk When it became popular, Daily Harvest also developed the "Mylk" almond milk series at the request of customers. Since his ingredients naturally do not require too many processing steps, new products can be launched in an average of 6-8 weeks.
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