Blue Apron Mission and Vision Statement Analysis

Blue Apron’s mission is “to make incredible home cooking accessible to everyone.” (Blue Apron, 2019). We believe that sharing home-cooked meals with our families and loved ones is a crucial way to demonstrate our values and affection. Food is part of our lives, and people need it to survive. Some people like trying new ingredients, techniques, or recipes but they are inaccessible. It is also time-consuming, difficult, and expensive to find trustworthy recipes. Therefore, the Blue Apron founders aimed to bridge this gap by providing their clients with recipes and pre-portioned recipes. All the clients need to do is to prepare meals. Their services also include prepared meals that are delivered to your door-step. This model gives Blue Apron customers access to quality and healthy food.

The component in the mission statement is:

  • Make home cooking accessible to everyone.

Blue Apron operations are based on making home-cooked meals accessible to everyone. Each week, the company supplies hundreds of thousands of customers with prepared meals, pre-measured ingredients, and recipes necessary for preparing delicious and healthy meals at home. The Company has a wide vast of cooking techniques, flavors, and ingredients essential for making food that is both healthy and delicious. The company works with farmers to ensure that all their products are fresh and healthy for people. Their business model assures farmers market for their produce. Blue Apron also partnered with Weight Watchers to boost their brand (Seal, 2019). When announcing the partnership, Blue Apron noted that consumers would be offered a rotating selection of recipes that conform to the Weight Watchers freestyle program, which strives to inspire healthy habits.

A review by Lee (2016), noted that Blue Apron offered the lowest-priced services in their delivered meals tests. Blue Apron has two plans; a two-person plan and a family plan. The first plan costs $59.94 for three meals per week while the family plan with four serves for two meals costs $69.92, and another for four meals per week at $139.84. These meals include proteins, precise oils, raw produce, spices, and any other cooking ingredients. The review also rated four recipes of six as “very good,” and the rest were rated “good.” Some meals were also hyped as “fresh” tasting with “nice” flavor and texture while others were considered as “nothing special” and “slightly tough” (Lee, 2016). Another client confessed that they enjoyed certain meals more when using Blue Apron recipe than they did before (Kell, 2016). This is because the clients learn how to cook the meal properly from the delivered recipes and measured ingredients. Such reviews show that Blue Apron Company has achieved its mission of making home-cooked meals accessible to everyone.

The genesis of the Blue Apron dates back to the year 2012 when the three co-founders, Matt Salzberg, Ilia Papas, and Matt Wadiak, tested their first Blue Apron recipes in New York (Blue Apron, 2019). The three delivered the first Blue Apron boxes themselves to friends and families who gave immediate positive feedback. Their mission was to make the experience of cooking with quality produce and specialty ingredients accessible to everyone. By the year 2016, Blue Apron had grown to a point where they delivered over 8 million meals per month to their home chefs countrywide. The company has thousands of employees based in different offices to make sure that customers receive quality services and quality products every week.

Blue Apron has become popular because it gives the customers a chance to experience new cuisines and flavors at a fair price. Blue Apron meal delivery services have various meal options and different packages that accommodate all people. The company delivers ingredients and recipes for specific meals as well as complete meal services. Blue Company shops for its customer base at wholesale and delivers the ingredients in environmentally friendly packaging.

Their services are aimed at saving people time and hassle involved when planning, grocery shopping, and preparing a meal. Blue Apron provides a selection of meals every week that they deliver when you choose your recipe for the meals and the ingredients. Their meal kit delivery services contain a wide range of varieties such as vegan, vegetarian, whole meals, meals from different cultural backgrounds, which are easy to prepare. While some Blue Apron competitors just deliver food, the company has also partnered with other organizations to ensure that meals are healthy because they consider the number of fats, carbs, fiber, and calories per recipe. The quality services and keenness shown by Blue Apron has made it the most significant meal delivery company in the United States. 

NAMEBlue Apron Holdings
STATUSPublic Independent Company of NYSE

Vision Statement

Blue Apron’s vision is “to build a better food system. We are transforming the way that food is produced, distributed, and consumed. We believe a better food system will benefit not only consumers and stockholders, but also the planet, and we manage our business for the benefit of all three.” The vision of Blue Apron is to transform the way people think about cooking by preparing and delivering irresistible recipes made by the accomplished culinary team. The food items delivered to the customers give them a sense of pride when they successfully prepare delicious meals. For instance, if someone used to make spaghetti, they will celebrate their achievements if they finally learn to make spiced salmon using Blue Apron’s recipe and accurately measured ingredients. Therefore, Blue Apron makes it easy for people to prepare fancy meals every day.

The elements of the Blue Apron vision are:

  • Transforming the way people prepare, distribute, and consume food.
  • Creating a system that supports consumers, stockholders, and the planet through a better food system.

The two elements of the vision statement illustrate the foundation of the Blue Apron, creating a better food system. Blue Apron has successfully changed the way people prepare, distribute, and consume food. The company eliminates all the hassles associated with making food by doing all the hard work. Blue Apron employees’ source, measure, package, and mail all the ingredients and information that is necessary for preparing healthy meals. The packaging of food is not only environmentally friendly but also fit for the customers as it keeps food fresh. Thus, the business ensures that all stakeholders involved are accommodated. The market also supports other ventures such as farmers, distribution companies, and the direct employees that work for the company.

Core Values

Blue Apron operations must adhere to the following values:

  • Lifelong learning: The recipes distributed by Blue Apron equip the customers with cooking skills that are essential in life. Continued subscription to their services means that eventually, a person can depend on themselves to make delicious and healthy meals. The company also has brand ambassadors and digital campaigns that educate the customers (Millen, 2018).
  • Trust: The chef-designed recipes are tested before they are supplied to the clients. Testing the recipes create a strong bond between the company and the clients.
  • Quality: Fresh produce is sourced directly from farms, and the company works with several other organizations to ensure that only quality and healthy products are supplied to the consumers.
  • Teamwork: The Company has achieved success by collaborating with organizations and hiring professionals. Farmers are responsible for supplying fresh produce, while the chef prepares world-class recipes. Blue Apron also relies on the keenness of the customers to prepare meals as described in their recipes.

Empowerment: The services offered by Blue Apron empowers people to be independent. Customers learn how to prepare meals; it is also a source of employment to people, directly or indirectly, Blue Apron empowers many

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