Rochester couple finds ready-to-cook meals a helpful change for dinner
Apr. 10—Is getting dinner ready and on the table a hassle? Are you feeling time-trapped? Isn't it easier to get take-out?
If you are nodding "yes," you're not alone.
Whether you work full-time, half-time, stay-at-home, whatever you're situation, there is something you can do to make that time a little easier: a meal subscription service.
These turn out to be a great and healthy alternative for those needing a break from planning meals, especially dinners.
Just as Ilaya and Bob Hopkins of Rochester.
"We are big fans of Hello Fresh and have been since we started using it in Maryland, prior to moving here," Ilaya says.
While getting settled they stopped it but just prior to the pandemic they subscribed again and have pretty much kept it up.
"There are times when we pause because of travel or the holidays but overall it's part of what we do," she adds. "We are both cooks to begin with, but this has added a new dimension to what and how we eat as well as new flavors. I'm still cooking but it's made me better."
So how does it work for them? A box containing pre-measured ingredients for two meals, chosen ahead, arrives at their door on Tuesdays. Ingredients are all packaged separately with a cold pack included to keep everything cool, especially the protein. The meal they were going to have the day I was there was Bulgogi Pork Filet with roasted carrots and lemon rice. The ingredients looked amazingly fresh — carrots, a lemon, green onions, pork, a package of rice, all neatly wrapped including a sauce and seasonings.
A recipe card with specific directions was also included. These are not your usual recipe card but rather a detailed photo in full color showing the finished product. Specific directions are on the back. I saw a stack of about 50, a testament to how much they like and use this service.
Subscribers are given a choice of food categories and they chose Fresh and Healthy, which has worked perfectly for them. Dinner choices in that category are expansive, at least 20 per week. Interestingly, the Hopkinses have never repeated.
Can any of us say that about our dinners? Doubtful.
What the Hopkinses also pointed out is they make fewer trips to the grocery store.
"We tend to be impulse shoppers and this service has definitely helped with that," she says. "We're healthier, more intentional, eaters."
It's important to note that Hello Fresh meals do not come ready to eat. There is some preparation involved but the Hopkinses as cooks don't mind that, and actually enjoy it.
"I'm just happy I didn't have to plan or shop."
The cost? When all is said and done, she figures about $7 per serving. It can be higher if one chooses a more gourmet selection.
Hello Fresh is just one of a myriad subscription meal services with another popular choice Blue Apron.
(Spoiler alert: Several years ago I tried Blue Apron. The prep work took close to 45 minutes, too long for me. They have since become much more user friendly.)
Are these time savers? That depends on who is involved but at least you know what's for dinner and didn't have to go and get it. Convenience is a key word here. Recipes are kept seasonal and ingredients are prepared in appropriate portions so there is no food waste, important to the Hopkinses.
This meal trend began in 2007 in Sweden and quickly spread throughout Europe. It wasn't until 2012 that this service came here. Blue Apron was the first, followed by Hello Fresh. They are the main players with Hello Fresh claiming the largest share of subscribers, over 3 million in this country, 7 million worldwide.
There are now around 150 such services with revenues of $4.65 billion predicted for this year. All have kept up with changes in how we eat including vegetarian, organic, paleo, keto and plant based. Need some help at the holidays? Blue Apron can send most of what you might want. How about a special date-night dinner? Hello Fresh can provide everything but wine and candles.
So who makes up the customer base of these services.? Largely those between ages 30 and 50 including young professionals and young families with working parents. A growing segment are empty nesters and retired couples wanting to break out of their decades old cooking rut. It's a tempting option all the way around, don't you think?
Post Bulletin food writer Holly Ebel knows what's cookin'. Send comments or story tips to
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