[pkfrank]

I think this is a great idea. I would imagine that attacking one vertical would be another way to satisfy low-cost, high-quality healthy meals on a smaller scale. One attempt I've seen recently focuses on providing "paleo meals" to the CrossFit community. It's called KettleBellKitchen.com, and I have no affiliation.

* Serving a very fanatical, loyal audience, already comfortable spending money on their health ("For Crossfitters, by Crossfitters")

* Smart distribution model to provide a refrigerator at local Crossfit gym (immediately taps into that highly-engaged population)

* Provides true value-proposition in reasonably-priced, paleo meals (otherwise a pain to make / find)

In all, it satisfies a huge demand at a reasonable price in a market that is sure to embrace it

I'd say it's important to have very-strong B2B tactics and familiarity to navigate negotiations with Crossfit Gym owners. Build the correct team (folks who have previously managed prepared-food operations at grocery chains, catering companies, etc - bias towards those with health food angle). Buy raw ingredients in bulk; cook and assemble; receive payment online; deliver to Crossfit gym where they're picked up in a convenient fashion. Seems doable.