Cooks Venture — the new company of Blue Apron co-founder Matthew Wadiak, enters a partnership with online grocery delivery service FreshDirect. Through this, consumers who use FreshDirect have the option to opt-in for Cooks Venture's "pasture-raised, slow-growth, heirloom chickens." The venture builds on the appeal of all-natural, ethically produced meat deliveries that are convenient and high quality. According to Wadiak, "consumers will bypass brick-and-mortar grocery stores to buy their chicken online from name-brand producers if they believe it’s more wholesome and sustainable."
Cooks Venture's heirloom chickens are deemed to be "potentially revolutionary" as the business is raising Naked Neck Free Rangers that have unrestricted access to the outdoors and will survive off a diet that includes toasted soy, hemp, and whole legumes. These heirloom chickens are bred for slower growth, ensuring a more proportional and healthy flock.