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Author Sarah Kirton
Sarah Kirton
Created on Jun 18th, 2023
Fact checked by Deborah Leigh

Freshable 2023: Cook & Eat Smart

DeliveryRank shares an exclusive interview with Adeline Tang, the CEO of Freshable, a pioneering culinary platform revolutionizing the way we approach healthy eating. With a deep commitment to nutrition and accessibility, Freshable has made waves in the industry under Adeline's exceptional leadership. With a strong focus on transparency, Freshable ensures that every recipe is accompanied by essential nutritional information, including calorie count, macronutrient breakdown, sugar and sodium levels, and allergen details.

As CEO of Freshable, how do you ensure that your team stays up-to-date with the latest food trends and inspirations from different cultural backgrounds, particularly with the influence of your co-founders based in Melbourne?

Originating from Sarawak, grew up in Australia and nurtured in a multicultural tapestry, my exposure to diverse food cultures and ethnic groups has refined my understanding of their culinary best.

Boasting a decade-long journey in the food industry, I've navigated through retail to wholesale sectors, including HORECA customers. This experience has immersed me into the international food manufacturing network, attending global food expos and events, and thereby crafting an extensive network with international suppliers and customers. This has afforded me invaluable insights into market trends and evolving customer needs.

My firm belief in the power of strength and experience guides me in assembling a team. I choose individuals from varied cultural backgrounds, some of whom work remotely across the globe, thereby infusing the team with global food trends and enabling the creation of a diverse array of cuisines. This strategic composition places us at a unique advantage of being privy to real-time updates about food trends across cultures.

Staying in sync with the latest food trends is a priority. We harness the power of social media platforms to stay connected with food trends and draw inspiration. Our team is encouraged to engage with food bloggers, events, chefs, and influencers, ensuring a continual influx of fresh ideas and inspiration.

We count ourselves fortunate to have co-founders based in Melbourne, a city celebrated for its rich culinary scene cultivated by its multicultural community. This environment, brimming with varied cuisines and tastes, shapes our everyday lives. Leveraging our experiences in Melbourne, we're committed to delivering unique experiences to our customers by incorporating world-class ingredients into our recipes. We endeavour to present our customers with a global culinary journey, offering them tastes from around the world.

Can you tell us about Freshable's approach to incorporating nutrition and wellness into your food offerings and how do you ensure that your menu options cater to the diverse dietary needs and preferences of your customers?

We are aware of the rising tide of health-conscious living and eating. When 'healthy food' is brought up, many associate it with restrictions - less flavour, monotonous menus, and stringent diets. We, however, view healthy eating as a vibrant lifestyle choice, synonymous with flavour, satisfaction, and great taste. We believe in relishing food without compromise.

Our dedicated team of nutritionists and dietitians collaborate closely with our recipe creators, critically reviewing each recipe after its conception. The synergy between these teams allows us to develop nourishing and appetizing menus tailored for those aiming for a general wellness lifestyle, those with specific health concerns such as high blood pressure, cholesterol, or blood sugar levels, and even those with dietary allergies.

On our website, we have clearly delineated sections for healthy options, high protein and low carbohydrate dishes, as well as diabetic-friendly meals, making it straightforward for our customers to make healthier choices aligned with their dietary preferences. We also provide the flexibility to customize usual menu items with healthier substitutes, like opting for brown rice instead of white or choosing low-carb alternatives such as cauliflower rice.

Every bit of nutritional information and macro data related to our dishes undergoes rigorous verification by our nutritionists and dietitians. This information is then clearly presented for each recipe on our website and the recipe cards included in our boxes, enabling informed decision-making for our customers.

With your expertise in food logistics and supply chain, how does Freshable maintain the freshness and quality of its ingredients, especially considering the challenges of sourcing and transporting food across different locations?

With a broad network spanning the food industry, we have established long-term relationships with our suppliers, both overseas and locally. These suppliers are selected through a stringent process that emphasizes sourcing from sustainable farms or producers whenever feasible. We have a rigorous quality control system to guarantee the freshness and quality of our ingredients.

From a logistics standpoint, we employ a cold chain transportation system to ensure comprehensive food safety and uphold high standards. Currently, our service area is concentrated within the Klang Valley to maintain the superior freshness of our ingredients for our customers. 

Packaging is another area we take seriously. Each ingredient is packed individually and clearly labelled for your convenience. Considering the climatic conditions, we use insulation bags and ice gels to maintain the freshness of our products. 

Furthermore, our ingredients journey directly from the source to our kitchen. Once our team prepares your box in our kitchen, it is delivered straight to your doorstep, ensuring maximum freshness and quality. 

In the competitive F&B industry, how does Freshable differentiate itself through lifestyle branding and marketing? What strategies do you employ to create a unique and memorable customer experience?

Our brand ethos is about promoting a healthier lifestyle rather than merely selling a product. We strive to simplify cooking by providing pre-cut and pre-measured ingredients to our customers. As an alternative to traditional meal preparation, we shoulder the hard work so that our customers can dedicate more time to their loved ones and personal interests while still enjoying healthy, home-cooked meals.

We collaborate with like-minded strategic partners to offer our products and services, promoting balanced eating and living. 

We recognize that our customers relish celebrating festivals with their loved ones. In light of this, we are excited to announce our new marketing initiative, 'Destination Delicious'. This campaign intertwines food, culture, and travel, spotlighting different cuisines each month. We delve into the story behind these local delicacies, highlighting their unique ingredients and cultural significance. For instance, in June, we're featuring dishes from Sarawak in conjunction with the Gawai Harvest Festival. This is our way of showcasing Sarawak's distinctive food, history, culture, and unique ingredients to Sarawakians residing in the Klang Valley and to those eager to explore Sarawak's cuisine.

Our brand transcends food; we aim to connect people with diverse cultures, histories, and lifestyles through our meal kits. We aspire to create shared experiences and foster connections among people through delightful meals prepared using our boxes. We also believe in transparency about the origins of our ingredients.

For the gastronomically adventurous, we offer a global cuisine right here in Malaysia. We bring unique ingredients from around the world to our customers, enabling them to experience the essence of different cuisines. This approach allows our customers to engage in the complete journey of understanding and appreciating their food.

With a delivery timeline of within 2 days of the order date, how do you maintain the freshness and quality of the ingredients during transit? What measures do you take to ensure that customers receive the ingredients in optimal condition?

We're pleased to announce that we now offer next-day delivery, thanks to significant improvements in our supply chain. Our dedicated team has triumphed over numerous challenges to make this possible.

As we have emphasized before, maintaining the freshness and quality of ingredients during transit is of utmost importance. Our carefully designed packaging ensures that each ingredient is packed individually and appropriately labelled. Insulation bags and ice gels are utilized to combat our climate's challenges, preserving the freshness of our products.

Further enhancing our commitment to quality, all ingredients are sourced directly and delivered straight from our kitchen to your doorstep.

We maintain a close working relationship with our cold chain delivery partner, upholding strict handling protocols to guarantee that your ingredients arrive in peak condition.

To ensure our customers receive their ingredients in optimal conditions, it is standard procedure for our delivery drivers to call upon arrival. Additionally, clear instructions are printed on our boxes advising customers to refrigerate the ingredients immediately upon receipt. This system helps maintain the quality and freshness of your ingredients, ensuring an exceptional cooking experience.

If you would like to find out more about Freshable, visit https://freshable.co/

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