The new American adult is becoming self aware about health and wellness. Quantifying nutritional information to improvise diet quality (Changes in eating patterns). MFM being aware of the shift in eating patterns, launched their idea to empower this self aware market to buy and deliver healthy food with much ease. While it has been successful in delivering food to nearby locations and thus capturing local markets, delivering to remote locations with precision still remains a roadblock. ColoredCow revamped their online shopping experience and implemented a new shipping model to capture larger remote markets.

Envisioning to ship fresh food void of preservatives at the convenience of it’s customer, MFM required to manually package multiple meals into custom iced containers and shipping them at a delivery time chosen by the customer.

A system was engineered to create a seamless synergy between their kitchen, packaging system and FedEx operations. We extended the WooCommerce and utilised FedEx APIs to write a rule-based algorithm, that would determine various logistical details based on quantity package dimensions of meals, chosen delivery date and location of customer.

This empowered users to order food agnostic to locations, dates or time without logistical errors and thereby overcoming MFMs challenge of expanding beyond local markets.