Fresh City, Canada, acquired The Healthy Butcher, a Canada-based pioneer in organic and 100% grass-fed meat and sustainable seafood. This acquisition provides Fresh City full control over its animal protein supply chain.
"It is time to be bold. Consumers are demanding quality, transparency and convenience, and this acquisition helps us deliver on that promise" says Ran Goel, founder and CEO of Fresh City. "The current food system is broken, and even more so for animal products. With each step we take, we are getting closer to fulfilling our purpose of providing a better life through food. The Healthy Butcher was founded in 2005 by husband-and-wife team Mario Fiorucci and Tara Longo. They both left the corporate world to follow their passion for food and their shared belief that buying healthy meat should be easy.”
The Healthy Butcher maintains several longstanding partnerships with local livestock farms.
Fiorucci and Longo will join Fresh City's senior management team, and all Healthy Butcher staff were retained, including long-time head butcher Dave Meli.
"We are beyond excited to welcome the Healthy Butcher team and brand under the Fresh City umbrella," says Goel. "They are the clear leaders in Toronto in sourcing and processing organic, grass-fed and sustainable meat and fish. This allows Fresh City to provide better quality, higher standards and more transparency."
"It's a meeting of minds and shared values," says Fiorucci. "We each have our strengths, and together we can provide better products, better service, better pricing and continue to strive for the missions that were the reasons we all started our businesses in the first place."
"As we continue to integrate our systems over the next several months, customers will begin to see more and more Healthy Butcher products available as a part of the Fresh City home delivery service," adds Goel.