Setting up a fresh food ecommerce operation from scratch is not for the faint hearted, as the eye-watering sums spent by some meal-kit/meal delivery brands have proved. But for retailers, lifestyle brands, CPG brands or others interested in a slice of the action, why reinvent the wheel when there are already potential partners out there with the infrastructure to fulfil complex fresh food orders, leaving you to focus on acquiring and keeping customers and building a brand?