This New York business is obviously serious about their market segment… serving healthy food to kids in a fun way.
Kidfresh is a New York business that provides healthy meals for kids from a modern purpose designed store, plus runs a number of healthy food educational programs.
You can tell they are serious because, they are the first company in this segment I have seen, that have invested substantial upfront money in branding both their product and their premises, and the branding is truly very, very good, from the minute you see it, “You get what they are all about”.
All this healthy food stuff is great, BUT… I can’t help wondering why?
It seems to me a little sad that we have to cut sandwiches into pretty little shapes just to get our kids to want to eat them.
It seems a little sad to me that we have to add expensive packaging to fruit that already comes in its own very efficient package.
Why is it they we are prepared to pay far more for the branding of a product that we purchase direct from a fruit shop ?
Surely this is not about convenience, are we so messed up as a society, that preparing healthy food for our kids is a lower priority than the time we spend doing other stuff ?
I guess my point is this…
All this healthy food stuff is great, over the last few years we have discovered all the fats salts and sugars we have been consuming are not that great for us… But, I’m not so sure that all these trendy new health food stores have a long term future as viable businesses.
My guess is… Now that we have got the picture about the need to eat healthier food, the majority of consumers will slowly find their way back to their neighborhood green grocer/fruit shop where they can purchase healthy food more directly from its source.
The trend I believe that will bite in is: the Farmers Market Concept, where we can cut out many of the middle men and storage and preservative processes.
What do you think?
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