Launched in January, Avocado is a new online food delivery service that takes a fresh approach to healthy eating.

Founder Kristina Rasmussen is basically putting into practice what she preaches by creating recipes based on fresh, seasonal and organic produce and then delivering to her customers the ingredients they require to make the recipes at home.

She enjoys the creative process of putting together menus and testing them. “My target audience is anyone who has a kitchen,” explains the relaxed entrepreneur.

“We all want to eat healthily, but often don’t have the time or knowledge required.”

Clients can choose a variety of weekly food boxes depending on how many people they are cooking for, the number of meals they want to cook and their dietary requirements--produce is sourced locally as much as possible. Customers can also take a break from their delivery schedule.

But above all, Avocado makes eating healthy fun and accessible. “Who wants to be lectured?” Kristina asks.

“I am a positive person and I really want to convey my knowledge and know how, and people will be open to new ideas if it is delivered in a fun way. The whole concept is supposed to fit around people’s lives, and not the other way around.”