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Seattle-based cooperative PCC Community Markets (PCC) announced this week its new “subscription-free ‘Scratch-made Meals at Home’ meal kits now available throughout Seattle via Instacart and Amazon Prime Now, and for in-store purchase at Greenlake Village PCC. Created by PCC’s in-house chefs, each kit features simple-to-follow, original recipes — like Sesame-Gochujang Steak with Kimchi Fried Rice & Shirred Egg, and Simple Cassoulet with Chicken and Sausage — with best-in-class ingredients like almost entirely organic produce and non-GMO, locally raised meats. All ingredients are hand-packed in PCC kitchens, in packaging that is almost entirely compostable or recyclable.”

The program will roll out to the rest of the coop’s stores in coming months.
KC's View:
To me, it is the “subscription-free” part of this announcement that makes the difference. When I talk to consumers, it usually is the subscription part of many meal kit operations, which takes away control from the shopper, that irks them. That said, meal kits are an expanding and attractive business to be in, which is why supermarkets that do them on their own are smart not to require subscriptions. Which is also the approach that Blue Apron should take when it starts marketing its meal kits through stores.