SAN FRANCISCO — When Christina Bognet created PlateJoy, her overarching goal was to eliminate the obstacles to healthy eating.
To that end, PlateJoy has been offering customized recipes and grocery lists so people know what to buy and what to make. But there has been one particularly persistent obstacle: making time to shop for food.
On Tuesday, Bognet announced a new partnership that will remove that obstacle from the equation — at least for 22 metro areas around the country: PlateJoy has joined forces with Instacart, the online grocery delivery service, to cut out the weekly shopping trip.
“This is super awesome because it provides the convenience of on-demand, local food delivery with the customization of a nutritionist,” said Bognet, who co-founded the San Francisco-based startup with Daniel Nelson and Stedman Hood. “I think it will feel a little like Christmas for [our customers].”
To date, PlateJoy has raised more than $2 million to compete in a national diet market worth an estimated $60 billion. Its investors include Gotham Gal Joanne Wilson and Academy Award-winning actor Jared Leto. And it has differentiated itself in a few ways: For one, Bognet has a personal passion for the business, after losing 50 pounds and keeping it off by sticking to her guns and eating healthy, no matter what.
She’s also put the focus on personalization, which she says is key to success in achieving health goals.
“Food cannot be one size fits all. We cannot all eat the same things and expect to have the same results. But that’s kind of antithetical to the way a lot of food companies work because they are focused on achieving economies of scale,” she said.
No comments:
Post a Comment