Company offers new way to cook like a pro at home
Fresh ingredients! Despite being shipped, this was good stuff.
MILWAUKEE - It's a new trend in food, more and more people trying to cook gourmet, or at least fancier, at home. Now a new company is offering you a unique way to do it.
"We are definitely about teaching people, and that's why we called our company Blue Apron. In certain parts of the world, apprentice chefs where blue aprons when they're learning to cook," said Blue Apron CEO Matt Salzberg.
Blue Apron.com is taking the prepared meal idea and adding a twist. "We design completely original recipes every single week," Salzburg said.
They ship really high quality fresh ingredients to you raw, all you have to do is final prep and the cooking.
"We're out there getting that for you at wholesale prices and making that super easy for you."
All the ingredients are shipped in a special cool box. The box keeps them cool, but not frozen. The meals aren't just chicken with rice.
I tried it for a week. My meals: steak with salsa rossa and broccoli rabe, chicken banh mi with sesame cabbage salad, and cod with parmesan-crusted squash and roasted red potatoes.
Each meal serves two people. The cost for all that, $60 a week.
"It's definitely convenient and cost effective. But where we think the real value provide is is that it allows you to cook more interesting and exciting dishes on your own," Salzberg said.
Matt points out that in addition to high quality ingredients, they get stuff that would be difficult for the average person to find on their own. "We've imported Saffron from Spain to provide a really interesting gourmet spice to people."
If you went to the store and tried to do that, it would be cost prohibitive. "It's almost as expensive per ounce as gold, but because we do the portioning and source it wholesale we can provide items like that."
Matt says their typical customer falls in three categories. Young professional couples, empty nesters, and families who are looking to cook different things.
"Every week we come up with six completely original recipes and we've actually never repeated a recipe.
Each week there are three vegetarian options and three meat/fish/chicken options. We took a week's worth of the meals on a test drive at our house. The consensus: there are very bold flavors which some people would certainly like. But if you're not into that, it's something to be aware of. But overall, the food was great!