In today’s fast-paced world, convenience in meal preparation is a luxury many seek. Meal kit services have emerged as a practical solution, offering pre-portioned ingredients and easy-to-follow recipes delivered to your doorstep. Among the leaders in this industry is Cook it, a Canadian meal kit company that stands out for its dedication to local sourcing and sustainability. Founded in 2014 by Judith Fetzer, Patrick Chamberland, and Thomas Dubrana, Cook it has evolved from a humble start-up into a key player in the Canadian food industry.
How Cook it Came to Life
The journey of Cook it began with three friends, Judith, Patrick, and Thomas, who shared a common goal—to reduce food waste and simplify meal planning. Their shared vision led to the creation of Canada’s first ready-to-cook meal kit company. The trio started in a small 200-square-foot space in Montreal, handling everything themselves—from recipe development to deliveries.
It wasn’t long before they realized the potential of their venture, especially after their appearance on Quebec’s version of Dragon’s Den, “Dans l’œil du dragon,” in 2014. This exposure not only boosted their brand visibility but also marked the beginning of their journey toward becoming industry leaders.
Despite early struggles, including a dip in sales and morale, the founders persevered. With the hiring of their first employee, Paul, Cook it began to regain its footing. The founders’ determination and innovative approach to meal kits caught the attention of investors, helping the company to grow steadily.
Growth and Milestones
Cook it’s journey from a small start-up to a prominent player in the Canadian food industry is marked by significant milestones. In 2015, the company made its first acquisition by purchasing Kuisto, further expanding its market presence. A year later, Cook it appeared on the English version of Dragon’s Den, where Judith secured a partnership with investor Arlene Dickinson. This collaboration, along with the mentorship of renowned entrepreneur Alain Bouchard, provided Cook it with the support it needed to scale its operations.
In 2018, Cook it took a major step towards sustainability by introducing the first eco-friendly meal kit in the industry. The same year, they launched “The Pantry,” an online grocery store offering 100% local products. The company continued its growth trajectory with the acquisition of MissFresh in 2019, further solidifying its position in the market. The COVID-19 pandemic in 2020 saw Cook it’s workforce and order volume triple, underscoring the brand’s resilience and adaptability.
Building on a Strong Foundation
As of 2024, Cook it is part of Fresh Prep, a Western Canadian meal kit company, following its acquisition earlier in the year. This strategic move allows Cook it to maintain its brand identity while benefiting from Fresh Prep’s expertise in sustainability. With a strong focus on local sourcing, quality ingredients, and innovation, Cook it is well-positioned to continue its growth in the Canadian market.
Under the leadership of Judith Fetzer and her co-founders, Cook it has not only transformed the meal kit industry but has also set a benchmark for sustainability and local sourcing. The future looks promising as Cook it continues to serve thousands of customers across Quebec, Ontario, and beyond while staying true to its mission of simplifying meal preparation and supporting local producers.
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