Start-up to disrupt dinner time

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Although the world of food may appear to be the playground of celebrity chefs and reality TV producers, smart people in technology are disrupting the industry – and it's changing how consumers buy and consume food on a daily basis.

Where thoughts of technology and food combining usually warn of processed or genetically modified foods, recently launched home cooking service Marley Spoon merges the two to solve the problem that time-poor home cooks face – giving them back the time and ability to cook meals in their own home.

The game changer is Marley Spoon’s software, which enables customers to choose their meals from a constantly changing menu of seven new recipes every week.

It is this aspect of providing food driven by consumer demand that is having the real impact on the food industry – and the impact is being felt from supermarket shelves to farmers.

Marley Spoon’s technology allows users to treat their food purchases in the same way they use Netflix – with a greater level of choice, and with the ability to pause and modify service.

The team behind the business comprises Australian entrepreneurs Dan Jarosch, Rolf Webber of Brands Exclusive, and former head of marketing at Rockstar Games AU, Dave Malcolm, and is backed by successful global food entrepreneur and co-founder of Delivery Hero, Fabian Siegel.

With comparative New York based company Blue Apron selling 3 million meals per month, and closing their last round of funding at a $2 billion valuation, the scope for Marley Spoon’s growth – and impact – is huge. Internationally, businesses operating in the same space as Marley Spoon have helped change the face of farming, with farmers and their growing cycles becoming influenced by the consumer demand for home cooking menus, rather than by the demands of supermarkets.  

Not just solving the growing problem of time-poor but health conscious people who want to cook at home, another part of the Marley Spoon quest is the reduction of food waste. The Marley Spoon systems use recyclable packaging and send only the required amounts of products per recipe – a small step towards reducing the 4 million tonnes of food wasted by Australian households each year.

Marley Spoon is available across Sydney, and has plans to expand its service nationally.

About Marley Spoon

After successfully launching in the US, UK, Germany and The Netherlands, Marley Spoon has enlisted culinary director Olivia Andrews to launch in Australia. Olivia is a regular behind the scenes of MasterChef Australia, Recipe to Riches, Destination Flavour, and Ready Steady Cook, and with kitchen credits that include Gordon Ramsay’s The Savoy Grill. Every Marley Spoon meal takes around 30 minutes to prepare, in six steps, and is delivered in minimal, recyclable packaging. Plus a cooking hotline means any questions about the recipe are answered on the spot.

This article was supplied courtesy of Marley Spoon

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