Homegrown Business: Saba Marzana, Co-Founder and CEO of Fed

Fed is a Vancouver-based food-tech company designing, developing, and manufacturing functional foods using their in-house nutrition planning platform. We spoke with Saba Marzana, Co-Founder and CEO, to find out more about them.

Fed

What is your business called and what does it do?

Fed is a Vancouver-based food-tech company designing, developing, and manufacturing functional foods using our in-house nutrition planning platform.
We focus on providing fully managed diets for individuals with specialized dietary needs. We make breakfast, lunch, dinner, and snacks, allowing our customers to put their food decisions on autopilot.

What made you want to do this work?

We noticed that the food market is quite broken.

On an individual level, there are too many options out there and overwhelming amounts of information about what you should or should not eat. It can be quite daunting to sift through all of that information and know what is true and what isn’t.

At the same time, we wanted to take on the challenge of developing a healthier, and more sustainable way to eat.

Fed is the outcome of those goals.

What problem did you want to solve with the business?

The problems we’re tackling are three-fold. First, most people find it challenging to eat healthily. We wanted to provide an easier way to do this.

Second, we want to become the most sustainable way to eat. Our meal club follows a zero food waste model by taking orders in advance, allowing us to purchase the exact amount of ingredients needed. Our meals arrive in environmentally friendly, biodegradable paper-based containers that are safe to use in both the microwave and oven.

And third, we create delicious meals that you want to eat. We firmly believe healthy food doesn’t have to compromise on flavour, which is why our meals are designed by chefs and dietitians, ensuring the meals are both nutritious, filling, and taste great.

Who are your clientele/demographics?

Our clients are busy people. Whether they’re moms, working professionals, executives, or someone who needs help adapting to a new diet due to a health issue. They’re all individuals who want to spend more of their time doing other things than cooking and want to put their healthy eating on autopilot.

How does your business make money? How does it work?

We are a subscription service. Our members are able to schedule their orders on a weekly basis, order as many or as little meals as they wish each week. They can pause or skip a week as they wish. There is no commitment.

Fed

Where in the city can we find your profession?

We deliver in the Lower Mainland and Squamish. We’ve also started to ship to select cities in BC, with more expansion plans in the works.

What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.

What do you consider healthy, and how is Fed’s “healthy” different than everyone else who claims to be healthy?

Answer: Fed obsesses about nutrition. We track and optimize 31 nutrients in every meal, to make sure your body is getting the optimal source of energy on a daily basis.

What is the best part about what you do? What is the worst part?

The best part would be seeing the impact our service is having on people’s lives. When we get feedback from a customer about how much Fed has helped them with balancing time, given them more energy, and helped them prioritize more important things in their lives, it makes all of the challenges well worth it!

The worst part is honestly the logistics. We deliver more often than any other meal company, and it’s a big challenge.

Where can we follow you?

Website | Instagram | Facebook

PAY IT FORWARD: What is another local business that you love?

Agro Roasters