In 2013, Luke Saunders embarked on a mission to make healthy food accessible 24/7 through vending machines. The name Farmer’s Fridge emerged as a better representation of the company’s purpose, sparking a brand redesign. Saunders emphasized continuous brand evaluation and refinement, embracing customer feedback. In 2015, a comprehensive study revealed customer dissatisfaction with the food quality. Saunders swiftly hired culinary experts to elevate the menu. He believed in brand alignment, ensuring consistency between internal values and external messaging. Simplicity and clarity became guiding principles, aiming to create a restaurant-like experience within vending machines. By incorporating design elements like pillars and plants, Farmer’s Fridge fostered a welcoming and spacious ambiance. Saunders’ dedication to customer feedback, brand consistency, and culinary expertise has driven Farmer’s Fridge to become a leading provider of healthy vending options.
How Farmer’s Fridge Built a Healthy Vending Machine Empire
