Blue Apron raised $50 million in investment by the end of April 2014 to sustain their growth at a $500 million valuation. Increased demand meant there was an immediate need to scale up fulfillment and distribution to maintain momentum. The entire operation was being funded by family and friends.īy 2013, the Blue Apron meal kits were available to 80% of the country, delivering over 100,000 meals per month. The delivery included your choice of protein and all the ingredients needed to complete the chef inspired recipe provided. Blue Apron provided pre-portioned, pre-packaged meal kits, delivered to your door. The team started out fulfilling orders by hand from a small commercial kitchen on the east coast. With limited experience in the food industry, Blue Apron’s marketing strategy would need to bring bounties to the table.

When the three friends from Long Island City quit their 9-5’s to launch the meal kit company, a path to Blue Apron's success was unclear. The early concept-company reimagined how food was distributed, prepared and consumed then aimed to develop a sustainable food option that was affordable and health-conscious. Founded in 2012, Matt Salzberg, Illa Papas and Matt Wadiak were on a mission to make thoughtful home cooking more convenient and accessible to busy professionals and families.

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