He can promise to save you up to 15 hours of time every week, but he’s no genie. He can also promise to deliver deliciously fresh, healthy and flavoursome food to just about any Australian address ready-made with little more than a few clicks of a mouse, but he’s no magician.
Meet Adam Coward, Chief Marketing Officer for Youfoodz.
Reporting directly to the CEO, Adam is a man who wears many hats, responsible for overseeing creative, analytics and research, brand, media, partnerships, retail, content marketing, and digital.
When he talks about the future of food, he exudes confidence and a sense of pride. Understandably, he loves his his job as it is a brand that proves anything is possible.
"We can literally create anything based on consumer trends. Everyday you wake up, you feel a sense that you can create a difference for the future."
“Our focus at Youfoodz has always been on offering customers freedom – to put more hours back in their week and enable them to shop what they want, when they want, as much as they want.
“Our meals are fresh, never frozen. We use quality ingredients sourced straight from markets all over Australia, and our chefs use them to deliver restaurant-quality meals straight from our kitchens to your fridge.”
Much like the ready-to-eat meal market itself, Brisbane has undergone something of a boom in recent years, emphatically discarding its ‘forever bridesmaid’ status when being compared to Sydney and Melbourne as a successful startup city in Australia.
From humble beginnings of one small kitchen in the northern suburbs of Brisbane in 2012, Youfoodz has gone on to amass more than one million customers every year. Ranked eighth in LinkedIn’s ‘Top 10 Australian Startups for 2018’ list, Youfoodz is now one of the shiniest jewels in the crown that is Brisbane’s start-up success story.
“It started with one single promise to a customer which was to actually help them to eat better.”
“Now, we have a range of more than 100 ready-made meals, juices and snacks for every occasion that can be delivered straight to your door while also available to buy at more than 3,000 stockists Australia-wide.”
Youfoodz is ticking all the boxes when it comes to being one of Australia’s most trusted brands, awarded a five-star rating in Canstar Blue’s ‘Healthy Meal Service Delivery’ category two years in a row. Adam is quick to credit Youfoodz’ success to its customer-centric and collaborative approach, describing the way in which the team see themselves as Australia’s biggest restaurant with a constantly evolving menu.
“We go from trend to table in about eight to ten weeks. Our team of chefs look at what’s going on in the marketplace and they bring those flavours into their recipes.
“They really do care, they love the food, they want the freshest ingredients – they really source it right from the start and all the way through to the end, they make sure that what goes into those containers is exactly what they dreamed up as their first recipe.”
Just one visit to Youfoodz’ headquarters in Virginia and Geebung will leave you feeling confident that everyone working there quite literally ‘lives and breathes’ the Youfoodz brand across every touchpoint.
It is fresh and funky, with cursive typography adorning the walls. It’s contemporary and welcoming, with an open-planned office space and comfort-driven furnishings that would appeal to anyone. It’s bold and zesty, packing a sensory punch with the beautiful aromas and tastes that envelop you from the moment you walk through the door…
Then there’s the website. Clean, vibrant, welcoming, and home to an array of deliciousness including protein brownies and blondies, pastas, wraps, pizzas, protein with three veg... The variety is extraordinary. When it comes to breaking stereotypes of pre-packaged and ready-to-eat meals and snacks, it’s safe to say that Youfoodz reigns supreme.
Using a process known as ‘modified atmosphere packaging’ where oxygen is removed from the sealed meals, Youfoodz delivers meals that will stay fresh for up to nine days without the need for preservatives.
And as Youfoodz sets its sights on global expansion, Adam is confident its proximity to Brisbane Airport will support the ongoing commercial expansion of the brand and its ambition to drive into more categories, outlets and homes globally.
“With extra capacity and extra lines coming into Brisbane, it lets us think about our business in a different way where we can get to America, we can get to places like Asia. It’s an exciting time to be a business in Brisbane.”