truLOCAL (CNW Group/truLOCAL)
The Canadian meat subscription service truLOCAL has signed a partnership with WW that will see its products delivered to the homes of WW members.
WW was formerly known as Weight Watchers and underwent a rebranding in late 2018 to put a greater emphasis on overall health rather than just weight loss. The deal with truLocal is WW’s first meat subscription partnership in Canada and is structured around WW’s SmartPoints system, which assigns points to all food and drink based on nutritional value.
READ: Meat subscription-box companies feed demand for local
truLOCAL meanwhile only launched in 2016 in Milton, Ont., just west of Toronto. The truLOCAL model meets a checklist of popular consumer food trends: locally sourced, quality proteins that are traceable, offering 100% grass fed meat sourced from humane farms free of antibiotics. And, on top of all that, the packaging for deliveries is 100% recyclable. truLOCAL product includes beef, chicken, pork, turkey, lamb, as well as buffalo, bison, boar, and fish.
After appearing on Dragon’s Den the founders landed an investment deal with Michelle Romanow and moved to Kitchener’s high tech CommuniTech Hub and expanded into B.C. and Alberta.
"The partnership with truLOCAL is an extension of WW's commitment to inspire healthy habits and to meet our members where they are," said Kevin O'Brien, general manager, WW Canada, in a press release. "ith this partnership, we are bringing meal inspiration and locally produced meat right to their doorstep."
The first truLOCAL x WW boxes contain enough meat for 16 meals including bacon, boneless chicken breasts, chicken burgers, sirloin steaks, wild caught salmon filets, ground turkey and three SmartPoint recipe cards. The boxes cost $99.
"The partnership with WW is a textbook example of what two brands with shared values and similar goals can achieve," said Marc Lafleur, CEO and co-founder truLOCAL, in a release. "Our focus has always been on building our brand through community and using technology to give people more access to high quality proteins. Now, being able to work closely with WW to connect with their members on a meaningful level to help them on their wellness journey is what we feel makes this partnership so exciting."