Jaimee Croot started thinking about the idea for Home Spice towards the end of the last lockdown in Auckland. One of the silver linings of this period was that Croot had suddenly found extra time to make thoughtful, nourishing, home-cooked meals every day. Dinner became the topic of conversation; it was the one thing that Croot looked forward to; it was an opportunity to socialise (albeit over the camera) and a great excuse to go to the supermarket.
Croot said that her meal planning can go out the window when life is busy. This inspired her to create Home Spice, a subscription food service that delivers meals weekly. The point of difference is that Home Spice meals are already cooked, meaning it is a concept of heat and eat.
"I love South-Asian food. Nourishing, vibrant and flavourful - this cuisine is highly versatile and diverse, with countless recipes. Plus, it reheats particularly well, aligning with my other business thoughts."
Every week, curating a new menu starts with brainstorming, where different varieties and dishes are discussed due to seasonal produce and flavours. From here, a supporting cast of dishes is crafted to support the main curry, including fresh vegetables, protein-rich pulses and vibrant spices.
"It was super important to me to bring on a chef with deep knowledge of South Asian food to help ensure the authenticity of our meals through heritage and experience."
Croot said that she has been fortunate to work with Home Spice's head chef, Vicky Shah, who has many experiences, a deep understanding of Indian cuisine, and multi-faceted skills in the kitchen.
Home Spice has aligned itself with sustainable practices, which Croot said was important to find a solution that enabled the company to deliver meals in a planet-friendly way.
"When researching, I got inspired by a long-standing tradition in Mumbai where stainless steel lunch boxes (dabbas) are delivered from home to workers in the city, filled to the brim with home-cooked meals for lunch. I loved this concept and felt that it was a perfect solution for us. Immediately, I ordered our tins directly from India and patiently awaited their arrival."
Croot said navigating the logistical challenges of delivering and collecting stainless steel tins every week was a surprisingly seamless process. She said that Home Spice customers were attuned to leaving their Dabba on their doorstep on a Tuesday morning and that new customers were emailed with simple instructions on what to do with it.
Customers return the Dabba clean, and Home Spice sanitise every tin before refilling. Stainless steel has proved to be a dream product, as it is resistant to bacteria, tough wearing and indefinitely recyclable.
Croot said that a lot of feedback for Home Spice had focused on the positives of a 'decision-free-dinner'. She said that a meat option will be considered for 2024 due to popular demand.
As the local food industry is highly competitive, Croot said it was challenging to stand out.
"To address this, I consciously tried to develop a differentiated business through a unique offering and a commitment to great customer service. My main goal is to always proactively seek and act quickly on feedback and maintain a focus on quality."
In the future, Home Spice plans to establish its core service within Auckland, expanding across the city and possibly to other New Zealand cities.
