Their market is people that don't cook all that often, and want to cook relatively fancy things. It's people that cook so rarely that they throw away half of th

Their market is people that don't cook all that often, and want to cook relatively fancy things. It's people that cook so rarely that they throw away half of the groceries they buy, because they don't cook enough, and the dishes they make don't make sense together, from a home economics perspective. I do my best to cook traditional Northern Spanish food for myself (well, as close as I can given the available ingredients). There's very little food waste, precisely because so many recipes either use long lived ingredients, or just reuse them. Some are built using another dish's leftovers as an ingredient. This makes it very easy to just have an idea of the stock we need for certain kinds of ingredients, and make a high percentage of the shopping list just an exercise of comparing what we have with our ideal stock. This only works, however, because we aren't really looking at dishes individually, and we cook almost every meal. Someone that cooks once a week, and isn't thinking about efficiency, in either ingredients or time spent preparing, will end up spending a whole lot more and eat less. Unfortunately, there's no money in teaching people how to understand a kitchen like this, and how to add recipes that will both add variety while minimizing waste.