Our Story

Recipe Route helps good food find you.

You know that feeling when you find something gorgeous at the farmers market and leave it on your countertop like a delectable trophy—deciding when to devour it with an unhinged sort of ferocity that leaves onlookers dazzled? We want everyone to love everything they eat in just that way—with reckless, sticky-faced abandon.

Recipe Route sources edible treasures, arranges them in a recipe, and sends them to your doorstep in the single greatest collection of local flavors ever trapped in a box. And we aren’t just about transcendent meals—we’re also relentlessly committed to the people that make them possible: farmers who speak softly to their bees, nurture the first peaches of summer, and work hard to sustain their practice for the next generation.

We’re giving the same love to the local food system that you give to dishes served at your table. When you ask Recipe Route to suggest a meal, you’re sending a personalized invitation for all the produce you enjoy to leave the farm and find its way to your kitchen. Think of us like the grandma that brings your favorite pie, or the dad who makes your pasta just right. We bring you meals and local flavors that make recipes feel like home. 


How does it work?

People tend to plan meals first and shop second.

We’re using technology to turn that model on its head. Functionally, Recipe Route gathers information on available ingredients and suggests personalized recipes that optimize local supply. This creates a hyper-local food marketplace that relaxes rigid produce schedules for the consumer, aligns supply with demand, reduces waste, and actively supports farmers and the data they use to grow better.

  • Knowledge that sharing food is one of our most intimate connections with the earth

  • Respect for agriculture (and, ultimately, the family kitchen) as the direct interface with ecology that supports life

  • Power of a self-sufficient and sustaining community

  • Technology as a tool, keeping people at the helm

  • Emphasis on data-driven insights and necessity of sharing knowledge

Our Values
Personality

  • Plucky and endearing

  • Accessible/approachable, but knowledgeable

  • Self-sufficient

  • Well-informed but open to conversation

  • Loyal

Our brand voice (who we are)

Cultivators

We believe our food system functions like a living organism that needs to be nurtured—it thrives when we’re connected and caring for it.

Connectors

We’re scaling a platform to fit the community, and all the folks within it—families, farmers, and the people who help them find each other.


Optimistic Futurists

We create spaces where technology serves families and farmers rather than extracting from them.

Visual Language

Our primary brand colors include a vibrant, earthy red and fresh, herbal green.

First Radish Red: Hex #EE5465

Gunner Garden Green: Hex #A0D468

Our secondary brand colors, used selectively to accent our primary colors, also draw inspiration from picturesque farm views.

Night Garden Green: Hex #305050

June Sky Blue: Hex #A4D0FE

Mid-Summer Earth: Hex #8B7355

Eastern Cloud: Hex #F5F5DB

Our logo is a radish, one of the first vegetables of the season that goes to harvest. In addition to being nutritionally delightful, radishes grow quickly and abundantly, creating the perfect metaphor for an idea that nurtures a thriving local food system.

Aside from its roots as a dynamic vegetable (see what we did there?), the logo design also offers a literal sense of origin. It’s reminiscent of a pin on a map, featuring 90 degree angles and a modular design that can be reorganized to mark important places, or trace the journey of ingredients back to individual farms.