It started in a crowded supermarket aisle on a Tuesday night. We were tired, hungry, and staring at a random assortment of expensive ingredients, realizing we had spent $150 and still had no idea what to cook for the week.

We tried meal kits, but the cost was unsustainable and the plastic waste was guilting us. We tried finding recipes online, but the mental load of piecing together a plan and a shopping list was exhausting.

There had to be a middle ground. We realized that people didn't need their ingredients shipped to them at inflated prices—they just needed a better plan. Something simple, affordable, and effective.

That was our "aha" moment.