Fresh approach Featured

8:01pm EDT June 30, 2011

[caption id="attachment_32573" align="alignleft" width="200" caption="Zalmi Duchman, CEO, The Fresh Diet"]

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As an entrepreneur looking for the next fresh idea to set his business apart, Zalmi Duchman decided to take the concept literally.

The inspiration behind The Fresh Diet started when Duchman’s old roommate called to suggest they team up to launch a kosher meal delivery service. In researching meal delivery services, Duchman saw the opportunity to take the idea of diet food delivery to another level in a way that would break open a whole new market with no direct competition. The end result was The Fresh Diet, a meal delivery service with fresh, not frozen, calorie-measured meals delivered to customers every day. Yet to get his idea off the ground meant a lot of legwork and time commitment on Duchman’s part, especially because there was nothing quite like The Fresh Diet out in the marketplace. Providing fresh meals every day took careful planning and coordination to carry out.

Yet by taking aggressive action to control costs and expenses, utilize marketing and acquiring other small competitors, Duchman grew operations organically from coast to coast and internationally to Montreal and Toronto. Since Duchman signed up his first three clients for his fresh food daily meal delivery service in 2006, he’s expanded his business across the United States and into Canada, with customers in major cities nationwide. From 2009 to 2010, The Fresh Diet generated a 145 percent increase in annual sales with a 200 percent increase projected for this year.

With few established competitors, Duchman has leveraged his knowledge of his concept even further by planning his marketing to uniquely target not just weight-conscious dieters but also consumers who embrace a healthier lifestyle of eating fresh food. This “lifestyle” wellness market isn’t targeted historically through marketing, but because of Duchman’s marketing strategy, today it makes up approximately 50 percent of The Fresh Diet’s clientele.

How to reach: The Fresh Diet, (866) 373-7450 or www.thefreshdiet.com