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This Meal Kit Startup’s Latest Selling Point Has Nothing to Do With Food

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The $5 billion meal kit delivery market is a crowded and competitive space. In an attempt to stand out, each player has developed its own “thing.” Chef’D’s recipes come from famous chefs, Purple Carrot’s only makes plant-based meals, while HelloFresh touts that it has dietitians on staff.

But the latest point of differentiation in the market has nothing to do with food. It’s all about the packaging.

Take Green Chef, whose founder and CEO Michael Joseph claims the Boulder-based startup has more certified organic ingredients than any other meal kit company in the industry. But his newest selling point isn’t based on this distinction — instead, Joseph is peddling the company’s efforts to reduce the size of its packaging, while making what it does use more sustainable.

“We’re trying to stay on the forefront of minimizing our impact, since so many of our customers care about this,” Joseph says, adding that there’s a “very large overlap” between customers who care about organic food and those who care about sustainability.

The meal kit industry has long plugged its ability to cut food…

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