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The recipe delivery service is positioning itself as an alternative to processed foods

Recipe delivery service Blue Apron is aiming for an upscale crowd with a spot from Droga5 focusing not just on taste and quality but on sourcing and the food industry as a whole. Why buy produce that’s sat on store shelves for days when Blue Apron has relationships with farmers and can deliver food right to your door? It’s a different approach from competitors in the category, which typically stress the ease of pre-measured ingredients and recipe suggestions for timid chefs. The 60-second anthem spot debuted Monday online and on TV.