Chloe, an electrical engineer, did not plan on becoming an entrepreneur in the food industry and yet, after her MBA, she decided that she wanted to do something useful. Knowing that every Canadian family throws $28 worth of food every day (yes, that’s $1500 per year), food waste was a perfect challenge to tackle. But A dévorer has another social aspect: it helps retailers avoid losses while strengthening the link between retailers and consumers.
Not just another meal kit
Yes, meal kits have become quite trendy but most of them are based on a delivery model: you order a kit of fresh vegetables or fresh products and get delivered every week. A dévorer sells kits in supermarkets so that retailers can benefit from the deal.
It’s not a meal kit, it’s an “anti-food-waste kit”.
The process is very simple: when doing your grocery at your local supermarket, you can find A dévorer kits with all the products required to cook a specific meal in less than 30 minutes. Kits are packed in a minimalist environment-friendly recycled material.
Recipes are focused towards healthier eating habits. They will change regularly and adapt to consumers’ preferences and feedback. Kits are offered for a recipe for 4 people and always include a vegetarian option.
Changing perceptions, innovating habits
“We want to get consumers involved in the process: they can solve a real environmental problem in a recreational way.”
It is common to consider perishable products that are close to the expiration date as “old” and less fresh. But they are just ready to eat and even better: they are discounted! The kit system allows to make these products more attractive and to show how cooking can be a fun, quick and easy process.
Instead of choosing ready-to-eat meals, you can eat fresh products and spend 30 minutes of your time in your kitchen, discovering a new recipe.
A pilot project in Montreal
A dévorer has managed to secure a partnership with one of the leaders in Canada food retail: Provigo. As of April 23, you can find the first line of kits at Provigo Eric Boivin, near metro Crémazie.