Who & What We Are
Our purpose is to make fruits and vegetables accessible and approachable for everyone.
We care deeply about what we’re creating and aspire to make sure our customers feel that through every touchpoint. This shows up in many ways across the business. We are committed to prioritizing food safety, we are passionate about product quality, we value our employees, we champion the best idea no matter where it comes from, and we’re committed to making an overall positive impact as we scale.
1. We put food quality and safety first
We don’t mess around when it comes to food safety. Customers are naturally skeptical when it comes to salads from a vending machine, and it’s our job to deliver on the promise of the freshest, safest meals around. We follow the highest safety standards, meeting or exceeding both government and private third-party regulations, and we never take shortcuts. We value our customer’s trust above all else, and know we will never get a second chance on food safety. Excellent is not enough – we need to be best in class.
2. We really love making incredible food
We set out to make the best product on the market, and we believe we’ve done it. It didn’t sit right with us that many people don’t have the time or money to feed themselves well, and we solve that problem by producing the freshest, tastiest products at the best price on the market. We source the highest quality ingredients and strive to work with partners who believe in treating their employees and the environment as ethically as possible. Eating healthy means something different to everyone, so here’s what it means to us: Cooking with lots of fruits and vegetables – ingredients you can recognize and pronounce – and staying away from anything processed or artificial.
3. Our people bring our food to life.
Customers see a vending machine, but we know that passionate people add care to our products and are the secret ingredient to our success. We’re focused on ensuring our employees are engaged, appreciated and find dignity and purpose in their work. We are proud to have a workforce that is passionate about what they do, and that values honesty and integrity. We’re confident in our own skin but not comfortable, complacent or cocky. Our team is quick to find a solution, clever & fun to be around, and has a practical intelligence that lends itself well to doing something that’s never been done before.
4. We’re trying to make a positive impact at scale
The positive impact our business can have only grows as Farmer’s Fridge grows. As we scale, we’re focused on sustainability practices we can continue forever and that have a positive impact on the bottom line as well as the world. Sustainable sustainability, if you will, with no gimmicks or shortcuts.
The choices we make around our food echo this mindset. Our menu is designed with fruits & vegetables at the center of the plate to reduce our carbon footprint & improve health outcomes, with at least 50% vegetarian options. Our salads and bowls all contain a full serving of fruit or vegetables.
5. What we’re doing is hard. And that’s what we love about it.
The entire team acts like they own the business – we’re zealous about growth and focused on making our investments (both capital and time) work smarter, not harder. This means guarding our energy and being able to tune out the white noise as needed to stay focused on what will move the needle. We rely on data-driven decision making but if we see an opportunity we aren't afraid to take a calculated risk. We can tell you the pros and cons of each dollar spent while being open to spending as needed to scale.
We’re building something new here, and a constant growth mindset can be demanding. We give ourselves breaks as needed, to ensure we have the mental space to stay fresh & sharp.