The roots of the concept are in Sweden, where a mother of three turned the food industry upside down in 2007, when she started delivering shopping bags with planned menus and ingredients to people’s homes.
“Every evening, she had difficulty answering the question: what’s for dinner tonight? That’s why she introduced the food box about ten years ago.” Anders, the owner of Smartmat, thought it’d be interesting to also introduce it in Belgium. “Smartmat is suitable for busy people looking for inspiration, want to do their own cooking, and moreover, who want to eat healthy and varied,” says Kristof Saerens, sales and marketing manager. “People become familiar with many new products through Smartmat.”
Started with seven customers
The first seven customers were friends and relatives in Antwerp whose responses to the idea were enthusiastic. “We grew over the years, and we now deliver practically throughout Belgium. Right now, we have between 1,500 and 2,000 customers. We still see much potential to grow in Belgium, both in Flanders and Walloon.”
One major advantage of Smartmat is that you don’t need to take out an annual subscription. “People can try the box when they want, and they don’t have to be committed to it. Besides, there are many options in supply. We offer three types of ‘main boxes’ people can choose from: ‘Original,’ ‘Quick&Easy’ and ‘Veggie.’ The names say it all. Additionally, in cooperation with magazine Libelle we designed the boxes ‘Belgian Classics’ and ‘Happy Family.’” Kristof says it’s possible for the supply to expand even more. “We actually already offer boxes during certain holidays, but there’ll be more options in future. Consumers can then possibly choose between various recipes and put together a personal box.”
Conscious
He indicates that the company is very consciously and ecologically working on every part. “We want to conduct this thought throughout the company. For example, we guarantee that part of our boxes is organic. Most boxes are 25 per cent organic, and the Veggie Box is even 50 per cent organic at least. It’s not possible to be 100 per cent organic, because it would be unaffordable for too many people.” Besides the organic aspect, local is also important. “We follow the seasons, and try to add as many products of Belgian origin as possible. Additionally, we choose our ‘own’ growers through our suppliers.” Waste is also an important topic on Smartmat’s agenda. “In principle, our customers don’t have to throw anything out, and everything is portioned in such a manner that it’s just the right amount for a meal. We naturally try to achieve zero waste.” Every Monday, the products are packed by the company’s partner fresh produce wholesaler Vawi, and delivered via BubblePost with its ecological vehicles. “We’ve also made a conscious decision in that field.”
Philosophy
Smartmat’s largest competitor is HelloFresh. “Besides this company, there are a few small suppliers of food boxes. In Belgian, we can rightfully call ourselves the number two. I don’t see HelloFresh as a threat. The great thing is that there’s publicity for food boxes, and that’s generic as well. We are distinctive because of our sustainable philosophy, the local aspect, and the fact that you don’t have to take out a subscription. Besides, Smartmat is very approachable. We say it’s ‘by the people, for the people.’”
Target audience
Smartmat’s target audience buys consciously and not just based on price. “We’re certainly not the cheapest, but our buyers are willing to pay for quality and the concept. Buyers are especially women who make conscious decisions, and they’re generally higher educated.”
Many developments will have an influence on Smartmat’s future. “Because of the E-commerce evolution, consumers assume that if it’s ordered today, the product will be delivered tomorrow. Nearly everything is delivered free of charge as well. On the other hand, customers expect us to be conscious about the environment, but that naturally also comes with a price. We still have to research how best to deal with these kinds of things.”
More information:
Smartmat
Anders Asarby