ASHLY YASHCHIN, founder, Barley + Oats: 75-80% of women change their diet when they find out they are pregnant
By Elaine Watson
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Unlike many start-ups vying for attention in the crowded meal delivery space, Barley + Oats has a clearly defined target audience of highly motivated consumers, says founder Ashly Yashchin, Yashchin, who offers prepared meals built around the specific nutritional needs of women trying to conceive, pregnant women, women in the postpartum recovery phase, and breastfeeding women.
“75-80% of women change their diet when they find out they are pregnant… But for a lot of women it’s also a time when they are tired, nauseous, and stressed,” adds Yashchin, who says that, “Longer term we want to grow with our customers, stay with them through pregnancy and the first two years and then our ultimate goal is to create a broader business that supports healthy families.”