Fraîche Table

What Fraîche Table does

Fraîche Table is a digital meal planning subscription platform operated by Fraiche Nutrition Inc., a privately held, founder-owned corporation incorporated in British Columbia, Canada. The platform offers weekly meal plans, automated grocery lists, and Dietitian-approved recipes with customizable dietary preferences, designed to reduce meal planning stress, grocery shopping time, and household food waste. The company is built on a WordPress-based content management system with Shopify integration for e-commerce, and is operated by a small team of approximately seven employees out of Kelowna, BC, led by founder Tori Wesszer, a registered dietitian and food/lifestyle influencer.

The business monetizes through four streams: subscription meal plans (the primary recurring revenue stream, with pricing not publicly disclosed), one-time cookbook sales (the 2017 'Fraiche Food, Full Hearts' and the 2025 'Fraiche Food, Fuller Hearts'), sponsored content and affiliate marketing with brands such as McCain Canada, Herbaland, and Fairmont Hotels, and licensed or co-branded product collaborations including the Fraîche x Walmart Canada home décor collections and the Fraîche x So Pretty jewelry line. Customer acquisition is product-led and content-led, driven by the Fraîche Living blog (fraicheliving.com) — spanning over a decade of SEO content across recipes, travel guides, home décor, and lifestyle — and amplified by Tori Wesszer's personal brand across Instagram, Pinterest, TikTok, YouTube, Facebook, Twitter, and an email newsletter.

The customer base is fragmented across health-conscious home cooks, home decorators and entertainers, and Canadian travel enthusiasts, with no large enterprise customer dependencies. The company is bootstrapped with no recorded institutional funding, and its strategic positioning rests on the founder's personal brand and curated content library rather than proprietary technology, data assets, or AI-driven capabilities.

Name

Fraîche Table

Legal name

Fraiche Nutrition Inc.

Website

https://fraicheliving.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Fraîche Table is a digital meal planning subscription platform offering Dietitian-approved weekly meal plans, grocery lists, and recipes, operated by Fraiche Nutrition Inc. from Kelowna, BC, and complemented by a lifestyle content brand, cookbooks, and retail collaborations.

Ownership category

akta.pro rank

Product category

Meal Planning and Lifestyle Content Services

akta.pro primary industry

Food & Beverage DTC (CRAFACAD)

Keywords

• Meal planning subscription
• Healthy recipe content
• Dietitian-approved recipes
• Food lifestyle blog
• Grocery list planning

Headquarters

HQ city

Kelowna

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Subscription Meal Plans: Fraichetable.com offers a subscription-based meal planning service providing weekly meal plans, grocery lists, and healthy recipes. This is the primary recurring revenue stream.
2. Cookbook Sales: Sale of cookbooks including Fraiche Food, Full Hearts and the new Fraiche Food, Fuller Hearts cookbook.
3. Sponsored Content & Brand Partnerships: Sponsored blog posts and social media content with brands such as McCain Canada, Herbaland, and others. Revenue generated through affiliate marketing and sponsored collaborations.
4. Product Collaborations: Co-branded product lines including Fraîche x Walmart Canada (holiday and spring collections) and Fraîche x So Pretty jewelry collection. Products sold through retail partners and the company's shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Fraîche Table is a digital meal planning subscription platform that delivers dietitian-approved weekly meal plans, customizable grocery lists, and recipes for breakfast, lunch, and dinner. It is operated alongside the Fraîche Living lifestyle blog and is supported by cookbook sales and co-branded retail product lines (Fraîche x Walmart Canada and Fraîche x So Pretty jewelry).

Product overview

Fraîche Table is operated by Fraîche Nutrition Inc. and encompasses a digital meal planning subscription platform (Fraîche Table) alongside a lifestyle content brand (Fraîche Living blog). The core offering includes a subscription meal planning service featuring Dietitian-approved recipes with automated grocery lists, complemented by a content ecosystem comprising food and lifestyle blog posts, cookbooks, and branded retail collaborations including Fraîche x Walmart Canada home décor collections and Fraîche x So Pretty jewelry partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Fraîche Table Meal Plan: Subscription-based digital meal planning platform offering dietitian-approved recipes and grocery lists.
• Fraiche and Simple
• Fraîche x So Pretty
• Fraîche x Walmart Canada

Products and services

• Fraîche Table Meal Plan A digital meal planning subscription platform offering Dietitian-approved weekly meal plans, recipes for breakfast, lunch, and dinner, and customizable grocery lists designed to save time, reduce food waste, and support dietary preferences. Targeted at health-conscious home cooks and families.
• Fraîche Living Blog A food and lifestyle blog featuring recipes, travel guides, home décor content, and wellness tips authored by Tori Wesszer; serves as the content marketing engine driving traffic to the Fraîche Table meal plan and brand collaborations.
• Fraiche Food, Full Hearts A cookbook authored by Tori Wesszer featuring recipes focused on home cooking and gathering, sold through the website and major retailers.
• Fraiche Food, Fuller Hearts

Quantifiable outcome

• Saves time, money, and reduces food waste through streamlined grocery lists

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Walmart CanadacoreGTM or Marketing Partner · 1 October 2024Fraîche x Walmart Canada partnership featuring co-branded home décor and seasonal collections. The partnership includes a Holiday Collection with French-inspired elegant and vintage charm décor items, ornaments, and home goods. The collection is available both online and in Walmart Canada stores. This is a significant retail partnership bringing Fraîche-branded products to mainstream retail.
• So Pretty (Cara Cotter)coreStrategic or Co-development PartnerOngoing collaboration with Canadian woman-owned jewelry brand So Pretty (Cara Cotter). The partnership has produced multiple collections including Fraîche x So Pretty Mother’s Day Collection, Fraîche Sweetheart Gemstone Lockets, holiday jewelry collections, and modern heirloom pieces. Each collection is described as a labor of love with meaningful details and heart.
• McCain CanadaminorGTM or Marketing PartnerSponsored content collaboration featuring McCain Regen Fries in recipe development. Tori created a Taco Poutine recipe using McCain's regenerative farming-produced frozen fries, disclosed as an advertising partnership (#Ad).
• HerbalandminorGTM or Marketing PartnerSponsored content partnership with Canadian vitamin gummy brand Herbaland. The collaboration includes a co-branded Fraîche Living bundle of vitamin gummies, use of compostable packaging messaging, and promotional discount codes (FRAICHE for 20% off). Herbaland is recognized as the first vitamin gummy brand with 100% compostable packaging.
• Fairmont Hotels (Jasper Park Lodge, Chateau Whistler)minorGTM or Marketing PartnerHoliday giveaway collaborations with Fairmont Jasper Park Lodge and Fairmont Chateau Whistler. Fraîche Living hosts promotional giveaways offering stays at luxury Fairmont properties, with the blogger receiving complimentary stays and experiences in exchange for promotional content.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Whisk: Whisk is a meal-planning and recipe-technology platform (acquired by Samsung) that powers grocery list and meal-planning features for retailers and publishers. Highly comparable digital meal-planning technology category, scaled much larger and integrated with grocery retailers and OEMs.
• Yummly: Yummly is a recipe and meal-planning platform with smart shopping lists and integration with grocery retailers — the broader, well-funded incumbent spanning recipe discovery, meal planning, and grocery list workflows that Fraîche Table occupies at small scale.
• HelloFresh: HelloFresh is the largest DTC meal-kit subscription globally, addressing the same 'what's for dinner' pain point as Fraîche Table but delivering physical pre-portioned ingredients rather than digital meal plans. A broad incumbent in the meal-solution category.

Direct peers

• PlateJoy: PlateJoy is a paid subscription meal-planning service that delivers personalized weekly meal plans, grocery lists, and recipes based on dietary preferences — the same subscription value proposition Fraîche Table offers to health-conscious home cooks. Closest paid meal-planning subscription peer.
• Eat This Much: Eat This Much is an automated meal-planning platform that generates plans based on calorie/macro targets and includes grocery lists. Comparable as a digital meal-planning subscription serving the same dietitian/health-conscious home-cook use case.
• Mealime: Mealime is a meal-planning app that generates weekly personalized meal plans and grocery lists for users — directly addressing the same 'what's for dinner' problem Fraîche Table solves with a freemium model. It is the most functionally comparable digital meal-planning product to Fraîche Table's subscription offering.
• Smitten Kitchen: Smitten Kitchen is a long-running food blog by Deb Perelman that has expanded into bestselling cookbooks and brand partnerships — the same content-to-cookbook-to-collab trajectory Fraîche Living has executed. Highly comparable business model archetype.
• Plan to Eat: Plan to Eat is a subscription meal-planning platform that lets users save recipes from anywhere and auto-generates a weekly meal plan and shopping list. Directly mirrors Fraîche Table's core loop of weekly plans + streamlined grocery lists.

Emerging players

• Pinch of Yum: Pinch of Yum is a food blog that scaled into a media company with cookbooks, an e-course platform (Food Blogger Pro), and brand partnerships — closely paralleling how Fraîche Living monetizes an audience through content, products, and brand deals.
• Budget Bytes: Budget Bytes is a food blog with monetized recipes, bestselling cookbooks, and brand collaborations targeting home cooks — the same content-plus-cookbook-plus-partnership business model as Fraîche Living.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fraichefood
• YouTubeyoutube.com/channel/UCuxTtMZIlHYEryz0H27sWyg
• Facebookfacebook.com/fraicheliving
• Instagraminstagram.com/fraicheliving
• TikToktiktok.com/@fraicheliving
• Pinterestpinterest.com/fraichefood
• LinkedInlinkedin.com/company/fraiche-table

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fraîche Table