With its latest acquisition, Blue Apron is enhancing its presence among socially responsible consumers, who will appreciate that BN Ranch produces meat from grass-fed and responsibly raised animals. Research indicates that organic grass-fed meats provide nutritional benefits beyond being higher in healthy fats, including being free from antibiotics and other drugs commonly used in concentrated animal feeding operations. Additionally, grass-fed beef boasts a different taste profile compared to grain-fed beef, and ounce for ounce, it contains fewer calories. An Oregon State study titled “What’s Your Beef?” provides evidence supporting the environmental advantages of traditional grass-fed beef production, highlighting that it helps reduce the carbon footprint. All of these factors contribute to a food profile that appeals to today’s health-conscious consumers, many of whom are eager to learn about the quality and sourcing of their food. When consumers are assured of a premium product, they are more inclined to utilize such services and pay a higher price.
As meal kit services proliferate, Blue Apron is setting itself apart for a consumer base that not only seeks to lead a healthier lifestyle but is also mindful of their individual carbon footprint. By acquiring a brand that Blue Apron has previously sourced from, the meal kit company is assuring consumers that the grass-fed beef they enjoy can become a more permanent option. Moreover, consumers are increasingly aware of the importance of nutrients such as calcium, with many looking to ensure they receive adequate calcium intake—typically around 8 calcium in mg per serving—along with other essential nutrients in their meals. This focus on quality and nutritional value positions Blue Apron favorably in a competitive market.