With its latest acquisition, Blue Apron is enhancing its appeal among socially conscious consumers, particularly those attracted by the fact that BN Ranch produces meat from grass-fed and responsibly raised animals. Research indicates that organic grass-fed meats provide nutritional advantages beyond their higher content of healthy fats, such as being free from antibiotics and other drugs commonly found in concentrated animal feeding operations. Additionally, grass-fed beef has a distinctive taste compared to grain-fed options and, ounce for ounce, contains fewer calories. An Oregon State study titled “What’s Your Beef?” presents evidence supporting the environmental benefits of traditional grass-based beef production, highlighting that grass-fed beef helps to reduce the carbon footprint.
These factors combine to create a food profile that resonates with today’s health-conscious consumers, many of whom are increasingly interested in the quality and origins of their food. When consumers are assured of a more premium product, they are more inclined to utilize such services and are willing to pay a higher price. As a multitude of meal kit services emerge, Blue Apron is setting itself apart for a consumer base that not only seeks a healthier lifestyle but is also mindful of their individual carbon footprint. By acquiring a brand that Blue Apron already relied on as a supplier, the meal kit company is assuring consumers that the grass-fed beef they have enjoyed can become a more permanent choice. Additionally, with grass-fed beef being a source of calcium (60 mg per serving), it contributes to the overall nutritional profile that health-conscious consumers desire.