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practice applicationsBUSINESS OF DIETETICS

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ectic lives and overcrowded fam-ily schedules have long been dis-cussed as reasons why more

merican families no longer sit downogether each evening for a healthfulinner. But in the past few years, aooming cottage industry has been of-ering a solution. Once or twice aonth, you can stop by a storefront to

ssemble enough meals to feed youramily dinner—the food has been pur-hased and portioned, and the menuas been planned. (Sometimes youan even order ahead online.) Storehe meals in your freezer until you’reeady to cook them, and when youre, your family will have a healthful,ome-cooked meal in front of them.The meal-preparation business has

arnered a lot of attention in theainstream press in recent years,ith stories popping up in magazines

uch as Working Mother, Time, andprah, and in newspapers such ashe New York Times, the Chicagoribune, and The Washington Post.eal-preparation companies claim

heir solution saves time and moneynd promotes a more healthful alter-ative to fast food and frozen dinners,

n addition to bringing back the fam-ly dinner time.

Bert Vermeulen, director of theheyenne, WY–based Easy Mealrep Association, whose mission is torovide information to existing com-anies and those people looking topen their own business, says thathe number of easy-meal-preparationusinesses tripled in 2005 alone, ands of November 2006, there were 349ompanies and a little over 1,000 out-ets. The industry was born in theeattle area in 1999 when a womanamed Kay Conley started an orga-ized cooking club where Conleyought the food and members wouldome in and cook together. Today, thendustry includes such large fran-

This article was written byJennifer Mathieu, a freelancewriter in Houston, TX.

mdoi: 10.1016/j.jada.2006.10.008

6 Journal of the AMERICAN DIETETIC ASSOCIATION

hises as Dream Dinners and Superuppers, as well as smaller mom-and-op establishments. The industry iso young, notes Vermeulen, that mosttates have not yet decided on howhe businesses should be regulated.ome states consider them grocerytores and hold them under the over-ight of the US Department of Agri-ulture. Other states label them res-aurants and hold them accountableo the local health department.

UTRITIONAL QUALITY ANDESPONSIBILITYhile there is no doubt business is

ooming, food and nutrition profes-ionals may wonder about the nutri-ional aspects of the industry as wells worry that easy-meal businessesemove the responsibility from con-umers to think for themselves aboutheir food. However, Vermeulen be-ieves meal-preparation businessesre a big step up from hot dogs andake-out.

“People [only] have 24 hours in aay,” he says, noting that most fami-ies do not have a full-time home-

aker who is able to create a fresheal every night. “The world has

hanged, but people still want dinnern the table. [With meal-preparationusinesses] you have confidence inhe food, pride of ownership, and timeavings.”Although there are variations, ac-

ording to Vermeulen, most prepara-ion businesses develop a series ofenus that clients can choose from in

dvance, often online. After placingn order, customers spend about 2ours once or twice a month assem-ling dinners of three to six servings.Breakfast and lunch are not typicallyffered.) The cost of 12 meals (a typi-al order) runs about $200 in the Mid-est and $250 on the East and Westoasts—an average of about $3 aerving. While some industry leadersre starting to offer side dishes andven desserts, the basic industry

odel involves only an entree such as

© 2007

pasta or chicken dish with sugges-ions for what side dishes might bestomplement it.The average cooking time for eacheal is 30 to 45 minutes, although

ome companies offer crock-potishes that can take all day to heatp, says Vermeulen. The core market

s families with young children, andhe biggest customers are mothers. Inact, he adds, some companies try toake the assembly part fun by serv-

ng wine or encouraging friends tolan a social night by assemblingheir meals on the same evening.

While the social aspect is somewhatf a draw, it is not the biggest draw,ays Christina Bannerman, MBA,D, who has studied the industry androvided menu analysis for severaleal-preparation businesses. “There’swhole generation that does not

now how to cook. What this industryoes is offer a way for families whoon’t know how to plan meals to endp with a little better portion controlnd healthy eating overall.”According to Bannerman, while

here is no regulation over who com-letes the nutritional analysis forach business, some meal-prepara-ion companies do work with food andutrition professionals to plan theeals and analyze the calorie, fat,

rotein, and sodium content of eacheal. Bannerman suggests that con-

umers and food and nutrition profes-ionals who work with consumersho use these companies look forusinesses that make their nutri-ional information easily available.ecause the meals are assembled byonsumers ingredient by ingredient,tates Bannerman, those watchingheir salt or sugar intake can easilyeave something out during the as-embly process.

See the January/February issueof ADA Times to learn more aboutRDs working in the meal-prepara-

tion industry.

by the American Dietetic Association

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BUSINESS OF DIETETICS

“Let’s say I’m consulting a dia-etic,” she says. “As a dietitian, youan use the nutritional informationnd look up the menus and say, okay,n September you can pick these

eals.” Bannerman predicts that ashe industry grows it will becomeore niche-oriented, catering to veg-

tarians or those following a specificiet.But Bannerman also notes that

onsumers must still be educated.ven though portion sizes are more

ealistic and food might be fresherhan what’s found in a frozen meal,there is still fettuccini alfredo beingffered,” she notes. “So you need toalance that with other things on theenu.”Portion control is a key element of

ynda Byrnes-Pelichowski’s plan-ing. Byrnes-Pelichowski, a certifiedastry chef and “all-around foodie,”uns Meals Made Easy in Fort Col-ins, CO. In business for 3 years, sheerves around 120 people a month ater one location and has worked withannerman in creating menus.“I try to use really lean cuts of meat

nd pick heart-healthy fish likealmon,” she says. “My meat and fishortions are usually 4 to 6 ounces pererson and my soup and pasta dishesre 1 to 2 cups per person for a serv-ng. They are realistic compared toating out, where someone might eatto 12 ounces of meat or fish and 4 tocups of pasta because it’s been put

n front of them.”Byrnes-Pelichowski counters the

oncern some might have that theeal-preparation businesses take

way all the thinking.“[The consumers] are thinking for

hemselves,” she says. “A lot of theseeople were doing pizza and fast foodbefore]. Now, if they feel they want toeduce sugar or oils, they are free too so. Unlike a frozen dinner, theyan actually see what is going intoheir meals.”

On the other end of the industrypectrum from Byrnes-Pelichowski’sndependent store is the Super Sup-ers franchise, based in Fort Worth,X. Started in 2003 by Judie Byrdnd The Culinary School of Fortorth, it has 160 stores open andore than a hundred currently under

onstruction. There are locations in1 states. It is pushing the industryodel to expand options for consum-

rs by offering desserts and side c

ishes in addition to entrees. Custom-rs can also pay a little extra foralk-in privileges (no orderinghead) and to take the assemblytage out of the process with preas-embled frozen meals.Teresa Thomas, vice president ofarketing for Super Suppers, saysost of their food comes from SYSCO

a food and food-product distributor inouston, TX), and The Culinarychool of Fort Worth designs the rec-

pes. (Calorie, fat, fiber, protein, car-ohydrate, sodium, and sugar con-ents are listed online for eachecipe.)“If they come up with something

nd one of our RDs says there is toouch fat, it’s back to the drawing

oard,” says Thomas, noting that Su-er Suppers is “100% trans-fat free.”uper Suppers regularly offers a “di-ter’s choice,” in addition to more in-ulgent meals such as cheesy chickennchiladas. While the majority ofheir customers are mothers between5 and 55, they are starting to seeore singles and couples as well.

EED FOR EDUCATION, MODERATION,ND VARIETYictoria Shanta Retelny, RD, whoerves as the chair-elect for the Nu-rition Entrepreneurs dietetic prac-ice group and who has written on aariety of nutrition topics for Self, De-icious Living, and Communicatingood for Health, agrees that the meal-reparation industry is growing for aeason.“Some people don’t like to cook.

his is cost effective and you can por-ion control a little easier,” says Re-elny. “There is more autonomy, andeople like that control.”While she says she would not dis-

ourage food and nutrition profession-ls from using these businesses withheir clients, she does believe moder-tion and education are in order andertain questions must be answered.“What preservatives are being

sed? If food is purchased frozen, howong has it been frozen? What ingre-ients are in that sauce?” asks Re-elny, who suggests seeking out busi-esses that make their nutritional

nformation easily accessible.There are several positives to using

hese companies, she says. For exam-le, the businesses might be espe-

ially useful during busy times for a

January 2007 ● Jour

amily, such as after the birth of aew baby or while a loved one is in theospital. The portion control mightlso help promote realistic eating inn increasingly obese nation—espe-ially among young people. Still, sheopes that consumers will continue to

earn to grocery shop for themselves,ot only for the meals that these com-anies don’t prepare (eg, breakfast),ut also to learn how to try new typesf foods.“I would say to use these businesses

s needed, but if you want real vari-ty and balance, meal planning is stillmust. Consumers can’t put 100% of

heir health into the company’sands. They still have to take someesponsibility.”

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been missing current issues of

the Journal, send your name,

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number or subscriber number,

and the current issues you are

missing to Journal of the

American Dietetic Association,

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nal of the AMERICAN DIETETIC ASSOCIATION 27