Dive Brief:
- Blue Apron has added Bill Niman’s BN Ranch brand of beef to its company, according to Food Business News. The meal kit delivery service acquired the brand this week.
- Niman will join Blue Apron as president and founder of BN Ranch. He will be in charge of further developing animal welfare and husbandry standards for beef, pork and poultry.
- Blue Apron has had BN Ranch products on its menu for the past two years.
Dive Insight:
With its latest acquisition, Blue Apron is increasing its presence among socially responsible consumers, who will be drawn to the fact that BN Ranch produces meat from animals that are grass-fed and responsibility raised.
Studies have shown that organic grass-fed meats offer nutritional benefits beyond being higher in healthy fats, such as being free of antibiotics and other drugs used in concentrated animal feeding operations. Grass-fed beef also has a different taste profile than grain-fed and compared ounce per ounce, grass-fed has fewer calories.
An Oregon State study, entitled “What’s Your Beef?” showed evidence to support the environmental benefits of traditional grass-based beef production and finishing, touting that grass-fed beef reduces the carbon footprint.
All of these things work together to create the food profile that fits today's health-conscious consumer. Many people today like to know more about the quality and background of the food they eat. When consumers know that they can get be guaranteed a more premium product, they are more likely to take advantage of a service and pay a higher cost.
As more and more meal kits services become established, Blue Apron is differentiating itself for a consumer base that wants to not only live a healthier lifestyle, but is concerned about their individual carbon footprint. Through acquiring a brand that Blue Apron already used as a supplier, the meal kit company is also ensuring consumers that the grass-fed beef they have enjoyed can be a more permanent option.