Riley Curry’s mom Ayesha Curry is joining the ranks of food delivery startups and launching her own meal service, continuing her track toward becoming the NBA’s Martha Stewart.
Similar to Blue Apron, Plated and HelloFresh, Curry’s company, Gather, will send weekly deliveries of recipes (including baby food, she says), along with the ingredients needed to prepare them, directly to customers. The site states: “Each week a Gather box will arrive with Ayesha’s favorite meals for you to cook and share with your family and friends.” As long as they’re Riley-approved.
Tech Crunch reports:
While Gather hasn’t announced its cost structure, competitors in the space typically charge between $9 – $12 per meal – a low cost that the big companies achieve by using economies of scale to order ingredients in bulk.
And cost aside, the ingredient and recipe delivery model isn’t exactly new – but Ayesha’s celebrity status may help Gather stand out from its competitors.
Can’t say Ayesha isn’t making the most of her spotlight. Although Gather doesn’t specify which cities it’ll be available in yet, presumably the company will aim for national reach, like all the other meal kit services.
Ayesha released her cookbook The Seasoned Life, got a cooking show on the Food Network and ran a pop-up restaurant in San Francisco this year. She’s also served as a judge on Chopped Junior. Also, her last name is Curry, which is a type of dish. Now is the time we must bow to our new food guru.
Image via Instagram