Thorne and Onegevity will partner with Trifecta, which bills itself as the nation’s leading organic meal delivery service. The partnership means Trifecta customers will have easier access to Thorne’s array of dietary supplements, whose use will be informed by the tests that Onegevity offers.
Three phases of tests
Onegevity offers a gut microbiome test, a blood test aimed at healthy aging and another suite of tests branded as PerformBio, which is slated to be available soon. The tests will be offered to Trifecta consumers as part of their meal delivery service.
Trifecta CEO Greg Connolly said the new partnership fits in with Trifecta’s vision, which was about health and performance first, with convenience trailing along behind.
“We largely started the business focusing on the health and fitness ecosystem. We focused on consumers like CrossFit participants and bodybuilders. We expanded to servicing athletes on the PGA Tour and we’ve started working with teams in the Big Four (professional sports),” he said.
“Now we have grown to be the largest organic meal delivery service in the United States,” Connolly added.
“One of the big things we’re adamant about is that everything we do is science backed and Thorne very much aligned with that,” said Bret Barrie, Trifecta’s director of sales.
Tests and supplements will dovetail into Trifecta’s customization
Connolly said Trifecta has used it customization options as a differentiator. The company has a sophisticated ecommerce platform that can allow a customer to tailor their meal preparation and delivery to their individual situation.
“We have a division called Trifecta Ala Carte where you can order food by weight so you can customize your delivery. We feed everyone from a 100 pound female gymnast up to Brian Shaw, who’s the world’s strongest human and who weighs more than 400 pounds,” he said.
Connolly said Thorne and Onegevity’s products will be offered for sale alongside Trifecta’s on the same website.
“I think the more specific and customized a solution we can provide for people, the stronger our competitive advantage will be,” he said.
Strong demand during pandemic
The partnership could be poised to catch the crest of a wave. Ready to eat and meal kit providers all reported a surge in demand early on during the pandemic lockdown period. It’s anybody’s guess as to whether that heightened demand will continue. One thing that might augur well for meal delivery services is that the restaurant reopening situation is still unsettled in many markets and a number of restaurants have closed their doors.
