HelloFresh serving up launch in Ireland

HelloFresh, the German meal-kit delivery firm, is preparing to launch operations in Ireland.

he Berlin company has extensive operations across the UK, Europe and the US and this year has been inching into more European markets.

The company, which is one of the largest meal-kit delivery players, is recruiting for a managing director to launch and oversee its Irish operations, which involve building a local team and devising strategies around products, recipes and logistics specifically for the Irish market.

It is seeking a person who can learn “about Irish market requirements and adapt the venture accordingly to scale and iterate fast”, according to the job posting.

The person will “own and manage pre-launch activities for HelloFresh Ireland, including product and recipe development, operations, tech, logistics, marketing, go-to market plan and recruitment”.

HelloFresh declined to comment on its Irish plans.

The company sells kits for online delivery which contain ingredients and recipes for cooking fresh meals.

Other roles on the agenda include a production site manager, who will oversee the running of the company’s warehouses, where meal boxes are prepared, and logistics for delivery.

It is also seeking to fill roles such as procurement managers and a “recipe lead” who will be responsible for sourcing supplies for the Irish market.

Frankfurt-listed HelloFresh recently joined Germany’s DAX index of the country’s 40 most valuable publicly traded firms. It has a current market cap of €14.6bn.

It booked revenues of €1.4bn for the third quarter of this year, up 45pc year on year. For the nine months ended September 2021 it brought in €4.4bn, an increase of 67pc compared to the previous year.

It follows a trend of growing demand for online delivery of food and groceries that has surged since the beginning of the pandemic.

HelloFresh said 2020 was a bumper year as a result, with revenues doubling compared to 2019. It has forecasted it will close out 2021 with higher revenues again.

According to the company’s latest financials, it has 6.9 million active customers across its various markets.

Its US operations make up a considerable chunk of its business, accounting for half of those customers and more than half of the orders filled in the last quarter.

However, it has faced a few hurdles in attempting to meet demand where recent events in some markets impacted its production capabilities — such as the reintroduction of restriction measures in Australia and New Zealand and storms in the US that disrupted some operations.

In that time, HelloFresh began expanding further in Europe, with launches in Italy and Norway in the summer, joining established markets like Germany, France and Belgium.

Since the pandemic began it acquired Australian rival Youfoodz for AU$125m (€78m) and American outfit Factor.

Stateside, the company is currently contending with a unionisation drive by warehouse and production workers in states like California and Colorado. However, late last month workers at a facility in Richmond, Colorado, voted no to unionising.

It employs more than 15,000 people across its operations globally. 



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