Greg Connolly, CEO and Co-Founder of Trifecta, gives us some insight into the creation of this hugely successful business and explains why Trifecta is the Ferrari of the meal-prep space.
My sister Liz and I started Trifecta in 2015 because we had both had entrepreneurial success. I was going through a phase where I had some money to spare and was pondering over the meaning and purpose of life. I decided I wanted to directly help people, and that was the impetus for Trifecta.
My sister and I are both passionate about nutrition and want to help solve one of the biggest problems humankind is facing right now; the obesity epidemic (and associated chronic diseases).
In the US, we spend well over one trillion dollars each year dealing with this crisis. A very large amount of this goes to type 2 diabetes care. There are approximately 32 million type 2 diabetics in this country.
We are now generating over a hundred million in revenue. We are the largest privately held meal delivery service in the US and one of the biggest in the world. Our company mission is a one-liner: to get America back into shape.
This is the reason why we started the company, and this is what continues to drive us.
We are the largest organic meal delivery service in the United States. We ship millions of fully cooked, vacuum-sealed meals to all 50 states. The previous generation of meal delivery services, like HelloFresh or Blue Apron, specialize in meal kits which we realized people simply don’t have time for.
We ship on average ten meals a week per client. Our meals are fully prepared, freshly cooked, and never frozen – they only need to be reheated (we recommend the air-fryer or skillet).
In 2017, we acquired an app company, and we now have a very popular nutrition and fitness app that features in the top 30 (US) for health and wellness. We also have an entire nutrition program for people to follow. Trifecta is the “easy” button on the internet that, when pushed, will get you into the best shape of your life.
We came up with the trifecta combination of “Mind, Body, Social” because, to be successful at a diet, you need the mental awareness, fortitude, or willpower to be able to stick to a plan.
We promote meditation, mindfulness, community, and strong social relationships. We want people to get into the best shape of their lives, and so we strive to give them the best tools possible to achieve their goals.
Community is really important for success, and evidence of this lies in our big following on social media. We have a huge Facebook group sharing positive encouragement and nutrition tips.
“Macros” are macronutrients: protein, fat, and carbohydrates. They are the nutritive components of food that the body needs for energy and to maintain the body's structure and systems.
We work on 40% carbs, 40% protein, and 20% fat for an average clean-eating diet. However, the macro breakdown can vary depending on which type of diet is followed.
Yes, we do. We have meal plans, or an a la carte option whereby you can pick and choose calorie and macro content.
Getting into shape does not require eating less, just eating fewer calories. We believe in volume eating, but we use foods that are lower in calories. Vegetables are very high volume and low in calories. If a client wants to lose weight, we make sure that the foods we offer are in a calorie deficit. About 20% of our customers wish to gain weight and build muscle so, for these people, we keep them in a calorie surplus.
This is my favorite topic.
We have developed fully biodegradable trays that are in the final stages of R&D, and these will replace the fully recyclable trays. We have partnered with a company called TemperPack on ClimaCell insulation (fully biodegradable insulation), which has replaced the styrofoam component.
In addition to this, we are working with a local ice pack company that has developed sustainable ice packs. The packaging is biodegradable, and the gel inside is actually nitrogen-enriched plant food or fertilizer if diluted with a little water. Our packaging, once all the innovations have been implemented, will get us to the point where we will be 98% biodegradable.
Because we send our meals directly to the consumer, we have a massive 40% reduction in carbon footprint compared to Grocery. We also see far less food and packaging waste. We are better in every way when it comes to sustainability.
Yes, the app is already available worldwide and we have planned expansion into Canada, Australia, and the UK. Companies like HelloFresh are already established in 21 different countries, and we will follow suit. Eventually, Trifecta will be available to offer healthy options worldwide.
We are largely dependent on inbound marketing. We work with over 160 celebrities and celebrity athletes, such as Michael B. Jordan and Ryan Reynolds. We also partner with five different sports leagues; for example, we run the UFC’s entire nutrition program, sponsor Mr Olympia, and work alongside The PGA Tour, CrossFit, and Team USA.
We are also major partners with Facebook and Google. We spend millions of dollars on digital advertising and have a huge organic program (YouTube, Instagram, website, etc.).
In the beginning, our target market was people who already understood healthy eating (athletes, fitness enthusiasts) and who wanted the convenience of having healthy food delivered.
Now we target the mass market. Our sweet spot tends to be people aged between 25-60, dual-earner households, and people who are looking to save time and stay in better shape.
Regarding COVID-19, we are the safest option available on the market and that has helped us resonate with the American public. We have doubled the size of the company since the pandemic, although we have had some setbacks too.
The quality of the food is the biggest draw. Sustainability, low carbon footprint, and celebrity endorsements all contribute to our success but the exceptional quality of our food is what keeps people coming back.
We make every single meal from scratch. We will make 18 million meals this year, all of which will be prepared by hand. We have the best food available on the market and, because of this, our customers stick around for years as opposed to weeks.
We are looking to go public, late 2022 or early 2023, and hopefully scale the company into the multi-billions, at which point we can really start to have a macro-sociological impact on the American, and eventually worldwide, public.
This is what gets me out of bed every morning: getting America, and eventually the entire world, back into shape!