Acquisition cements Fresh City’s position as the leader in the growing recipe kit market.
TORONTO, October 15, 2015 – Fresh City, a leading online grocer and the largest city farm in Canada, has acquired Fresh Canteen, a Toronto-based recipe kit company. The transaction marks Fresh City’s first acquisition and solidifies the company’s expertise in the burgeoning recipe kit market.
Ran Goel, CEO of Fresh City, made the announcement on Thursday. “We are excited to welcome Fresh Canteen customers to the Fresh City family. They can look forward to our meals that not only taste delicious, but are also organic and locally focused, sometimes from our own Toronto farm.”
Customers can choose between vegetarian, fish and organic meat-based meals. Fresh City’s recipe bags start at $7.75/portion, feed up to four people, and can include anywhere from two to five meals per week. Customers will also be able to take advantage of the 800-plus grocery items found in Fresh City’s online market, many of which are sourced from farmers and makers here in Ontario.
Fresh City’s recipe bags include all of the ingredients and instructions necessary for a healthy and easy-to-cook meal. They were dubbed the “best” kits and a “godsend” by Toronto Life magazine this summer. Goel says the bags “are good for your wallet, your health and keeps your taste buds on their toes. We have new recipes each week and pre-portioning the ingredients means zero food waste.”
Fresh Canteen will continue to operate for a few more weeks until all customers are transitioned to Fresh City. “We want to thank our loyal customers,” said Vince Saroli, founder of Fresh Canteen. “They will be well served by Fresh City, not only for meals but also for farm fresh groceries.” You can sign up for weekly or bi-weekly deliveries from Fresh City by visiting www.freshcityfarms.com.
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About Fresh City
Fresh City is a certified B-Corp founded in 2011 by Ran Goel, a former Wall Street lawyer. The award-winning company delivers local and organic produce bags, recipe bags and other groceries to Toronto, Mississauga and surrounding areas. Delivery is under $3.50 and is free for orders over $75 or if picked up from one of several dozen Pickup Hubs. To learn more about Fresh City visit www.freshcityfarms.com.
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