You know when youâ€™re checking out some buzzy new app, only to get the â€œSorry, not yet available in your areaâ€ message? Not this time. Canadian food delivery startupÂ FlashfoodÂ kicked off its U.S. expansion by launching in Detroit, and DetroitÂ only. Sorry, SF and NYC.
It might seem like we’re at capacity for food delivery sites:Â Blue Apron and countless other meal delivery services, grocery delivery from Meijer and Whole Foods, and the ever-tempting takeout menus on Seamless. But Flashfoodâ€™s meal boxes look a little different: they contain more than a dozen pounds of misshapen vegetables and surplus protein.
OUT OF THE LANDFILL…
FounderÂ Josh DominguesÂ started the company toÂ tackle the massive problem of food waste. A fullÂ half of the U.S. food supply ends up in landfills, where it decomposes and releases methane, a harmful greenhouse gas. Domingues wants to help eliminate trashed foodÂ by saving produce that neverÂ makes it to grocery stores — not because the food went bad, butÂ because they aren’tÂ aesthetically pleasing enough for the standard shopper. Theyâ€™re called â€œuglyâ€ fruits and veggies — you know, carrots as hefty as your forearm, or a yam with an eerie resemblance to a human skull.
â€œNobody likes that the environment is being as harmed as it has been, but whatâ€™s challenging is people donâ€™t typically want to go out of their way to make a change in their daily life,â€ Domingues said, adding that Flashfoodâ€™s convenience makes a more ethical food choice easier.Â Theyâ€™ve diverted 25,000 pounds of food from landfills so far, Domingues says.
â€œWeâ€™ve given consumers the ability to use their capital and buying power in a conscious way thatâ€™s going to legitimately make a difference for the environment,â€ he said.
…AND INTO HUNGRY FAMILIESâ€™ FRIDGES
The company sources produce from farmers in Ontario. Protein comes from Tyson Foods. Eastern Marketâ€™s Michigan Farm to Freezer packages the boxes, and theyâ€™re delivered by a third-party service. Forgotten Harvest, a local leader ofÂ redirecting food waste to needy families, is another partner. For each pound of food sold in Detroit, Flashfood donates a pound of protein to the nonprofit, a difficult item to source for their food banks. Individuals can also purchase donation boxes.
A family in Metro DetroitÂ can order a flashfood box for $35.99, which will arrive on their doorstep on the following Thursday. The latest box includes potatoes, beets, chicken burgers and more.
â€œWhat we’ve seen is that the expectation of the product thatâ€™s in the box initially is like, â€˜Well, maybe this is second-hand stuff, I donâ€™t know about quality,â€™â€ Domingues said. â€œBut when people get their first box, they’re blown away. â€¦ Because weâ€™re sourcing directly from the farmers and the growers, weâ€™re actually getting food to people that’s at a fresher stateâ€ than the veggies on grocery store shelves.
So far, local buyers have typically been young couples and families in the suburbs. Flashfood has a few thousand customers in Canada, and is looking to double their local customer base for each of the three months of their trial run in Detroit to prove their viability. Domingues said theyâ€™re on track after their first few weeks. If things go well, theyâ€™re looking at expanding to more cities by the end of the year. Further down the road, Domingues envisions opening their U.S. headquarters in Detroit, and offering more options, like personalized boxes and healthy surplus snacks.
OBSTACLES ON THE GROUND
Another long-term plan is to make the Flashfood boxes eligible for food stamp dollars. But while the produce is discounted — and way cheaper than other meal kit boxes, at under $3 per meal, compared toÂ more than $10Â — they still might be too pricey for those families. Nearly 60 percent of Detroit households are enrolled in or eligible for the U.S. Supplemental Nutrition Assistance Program, and benefits under Michiganâ€™s food assistance program average out toÂ just $4 a day per person. Services like Foodflash might work well for budget-conscious families above the poverty line, but might not do much for the staggeringÂ 48 percent of Detroit households that are food insecure.
Domingues said they are still working on doing more grassroots outreach in the city. While they have a few local partners, they havenâ€™t yet established relationships with the robust network of food entrepreneurs and farmers around Detroit.
They also arenâ€™t the only ugly food delivery startup in the mix. Baltimore-based Hungry HarvestÂ launched service in the metro area last monthÂ (though a couple city-based zip codes still showÂ as not available). Imperfect Produce, while not yet available in Detroit, offers a similar service with more customization.
In a broader sense, one of the most encouraging things about Flashfoodâ€™s move to Detroit is why they picked the city in the first place. Domingues cited an early connection to Detroit, crossing the river yearly for hockey tournaments, and name-checked the draw of Detroitâ€™s comeback. But it was mostly a business decision, due to proximity to Canadian growers, lack of market saturation and potential customer base. If Detroit proves that Flashfoodâ€™s concept works in the U.S., maybe Flashfoodâ€™s example will prove to other startups that Detroit is a market they shouldnâ€™t pass over.Â –Kate Abbey-Lambertz
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