Farmer’s Fridge

Farmer's Fridge is a fresh-food company that operates a network of refrigerated, temperature-controlled automated vending machines it calls Fridges, alongside wholesale and retail distribution of its packaged meals. The machines are stocked with salads, wraps, bowls, breakfast items, sandwiches and snacks, many originally packaged in jars, and are designed so that buying a fresh meal is as simple as vending a candy bar. Customers check out with a credit card directly at the machine, and jar recycling slots are built into the front of the unit. As of the company's website, there are more than 2,000 Fridges in locations across the United States, including airports, hospitals, office buildings, universities, corporate offices and select retail sites.

Meals are hand-made from scratch by staff at the company's Chicago kitchen facility, with a dedicated sourcing team buying produce and each meal stated to contain a full serving of fruit and vegetables. The company's own drivers deliver meals daily to Fridges and to select retail stores. Food safety controls include a built-in thermometer that checks Fridge temperature every five minutes, automatically alerting a technician and locking the machine so it will not vend if the temperature rises. A proprietary stocking algorithm is used to determine assortment at each machine, with the stated aims of minimizing food waste and learning local customer preferences. The company also runs a consumer mobile app with a loyalty program in which customers earn one "Green" per $2 spent and receive a $9 reward at 50 Greens.

Founding story

According to the company, the concept originated with founder Luke Saunders' experience as a traveling salesman, when he found it difficult to locate healthy, appealing food on the road. That led to the idea of a vending machine dispensing salads, wraps, snacks and other items made with high-quality and often local ingredients. The company launched in 2013 with a single vending machine offering fresh, handmade meals mostly packaged in jars.

Business model

The company makes and packages meals in its own kitchen, distributes them with its own delivery fleet, and sells them through company-operated automated Fridges installed at host sites as well as through wholesale and retail partners. Host organizations request a Fridge for their space and are told to have a budget to support it; the company handles stocking, servicing and the customer transaction, positioning the machine as a 24/7 amenity requiring no work from the host.

Revenue comes from direct consumer purchases at the Fridges (card payment at the machine) and via its app, from wholesale and retail sales of its packaged meals through partners such as Target and Amazon Go, and from corporate/institutional Fridge placements that require a site budget.

Traction

More than 2,000 Fridges nationwide; more than 25 million meals served per the homepage and 30 million-plus meals cited on the corporate sales page; hundreds of corporate partners; 1,500+ customer reviews referenced; wholesale and retail distribution through partners including Target and Amazon Go.