Homefresh

Homefresh.ro was a meal-kit delivery service that operated in Romania, targeting busy individuals and families who wished to cook fresh meals at home. The company was founded by Ștefan Szakal, Oana Pîslaru, and Ovidiu Bejan, a team with a background primarily in the IT sector. Their venture into the food industry was driven by a personal desire for a convenient solution to home cooking amidst hectic schedules and an opaque food market.

The business model was straightforward: customers would select recipes from the company's website, and Homefresh would deliver a kit containing all the necessary ingredients, pre-portioned, along with a step-by-step recipe card. This service aimed to eliminate the hassle of meal planning and grocery shopping, reduce food waste, and enable clients to enjoy the process of cooking a fresh, home-cooked meal. The service was designed as an experience, from the unboxing to the final dish, fostering connection over shared meals.

Launched as one of the first of its kind in the Romanian market, the startup showed early promise. In early 2019, Homefresh successfully attracted a significant investment of over €250,000 from a group of private investors, including notable figures like Daniel Enescu and Dan Isai. This capital was intended to fuel national expansion and broaden its product offerings. Despite this milestone and its initial traction, the company ceased operations in November 2019, approximately two years after its launch. The founders concluded that the local market was not yet mature enough for such a concept, leading to the decision to close the business.

Keywords: Homefresh.ro, meal kit delivery, Romania, food delivery, recipe box, Ștefan Szakal, Oana Pîslaru, Ovidiu Bejan, home cooking solution, pre-portioned ingredients, online food service, food startup, Romanian e-commerce, meal subscription, food tech, venture capital, startup investment, SaladBox, Daedalus Consulting