Food Delivery, Meal Kits With a Different Twist

It seems like each day there's either a new meal kit or food delivery startup that raises millions, while another one announces it's going out of business. They all tout unique, famous or almost-famous chef-inspired recipes. But other than that, they're all pretty much the same: $9.99, 3 free meals, overpackaging and ordering a couple of days ahead. 

There are exceptions. Amazon Fresh’s deal with Martha Stewart is a standout that I think will survive. And another one – Power Supply (terrible name) – that just changed its name to Territory (equally as terrible) is a startup out of Washington, D.C. (versus Silicon Valley), and its point of difference is worth noting: healthy and fresh. 

Territory works with local chefs, giving them predetermined menus or ingredients selected by nutritionists or health care facilities that they can use to prepare the orders. It’s not about the chef’s fame, fortune or recipes – its about how well they can execute the healthier recipes that are given to them. 

Its approach to building its customer base isn’t flashy TV ads or free meals. Instead, Territory is reaching out through gyms and wellness centers to those people who already have a predilection for healthier eating, and then its service meets the need for convenience without compromising on the food. 

Another point of difference, according to a report in TechCrunch, is that this startup, now 6 years old, isn’t looking to expand quickly; it serves just four markets. D.C., Los Angeles, San Francisco and Dallas. It's slow and steady. And the management is made up of a combination of food entrepreneurs and alums from The Motley Fool who know food and money. The company is also committed to others, a trait critical to attracting Millennials and Gen Z -- it partners with farm-to-school programs around the country, donates to soup kitchens in local areas where it's testing meals and encourages volunteerism in its staff.

Each meal is $13 and follows the nutritional guidelines for 350 to 600 calories, 30 to 60 grams of carbohydrates, and fewer than 750 milligrams of sodium, with no more than 7 grams of saturated fat -- the diet was based on guidelines from the American Diabetes Association and the American Heart Association, or the Mediterranean diet designed by our long-term friend, celebrity registered dietitian Ashley Koff, with diets for new and expecting mothers, and macronutrient meals, also on offer.