Food insecurity is a serious problem in the United States, which was amplified by the Covid-19 pandemic. In response, HelloFresh, along with its partners, launched Meals with Meaning — a focused initiative aimed at providing healthy, nutritious meals to people in need across the country.
In 2022 alone, the program successfully distributed 2 million meals, making a meaningful impact in communities nationwide.
Objective
HelloFresh aimed to:
- Increase revenue and customer conversions
- Improve customer retention
- Enhance employee engagement
- Strengthen brand perception as a socially and environmentally responsible company
The company focused especially on addressing challenges like food insecurity and reducing food and packaging waste.
Method
Multiple departments within HelloFresh collaborated to bring this initiative to life. Based on distribution center locations, the company partnered with trusted local charities and identified communities with the greatest need.
The Culinary Team developed inclusive and nutritious recipes tailored to diverse communities, including Spanish translations to ensure accessibility.
The Procurement Team supported the effort by placing internal purchase orders for approximately 8,000 meals per week per location. Meal kits were then delivered to homes through local charity partners, complete with fresh ingredients and step-by-step recipe cards.
Customers also played a key role in supporting the initiative. They were given options to:
- Skip their weekly box and donate its value
- Contribute additional amounts such as $5, $10, $20, or $50
Results
HelloFresh conducts a regular “pulse survey” among employees that asks if employees feel that the company has a “genuine” commitment to social responsibility. The latest results indicated that 71 percent of employees agree with that statement.
In 2022, 2 million meals were donated across five locations, and the program expanded into Phoenix. Through customer and supplier contributions (on top of HelloFresh’s program spend), the company raised an additional $2.48 million to support the ongoing efforts of the program.
Many suppliers and vendors have asked to contribute to Meals with Meaning, which brought employees of varied backgrounds and viewpoints together to collectively create change.