SeeFood’s competitors’ recipe sheets have very small print. On the cards they put in their kit, there are step-by-step instructions that are illustrated with styled photographs. For example, the front of HelloFresh’s cards have a photo of what the final meal should look like. Pictures are useful, but using mostly pictures and less type is not that helpful for a blind person trying to figure out how to do something without being able to see it. They may not be able to see, but they can read. Reading and listening are some of the most important things a blind person can do to gain information. On SeeFood’s recipe cards, there will be braille and very large type that will explain what to do in nice detail without being too wordy. There are even some packages within HelloFresh boxes that do not have any description or label. For example, a package of garlic can be seen, but there is no indication that it is garlic. The only way to figure out what that package contains is to feel it (it might be difficult to figure out that shape equals garlic) or look at it with your eyes. The other big companies do have the option to look at the recipe on a digital device, but SeeFood is the only meal kit that will have braille on the recipe cards and food packages. Some people, especially blind many people, are not that familiar with new technologies. Since SeeFood’s audience ranges from young adult to elderly, a lot of older people aren’t used to newage methods of getting information. SeeFood should be friendly towards everyone of every age group. SeeFood also makes sure that every ingredient and meal is easily distinguishable from everything else, so the user does not feel lost while trying to get everything prepared and separated. In the kitchen, a blind person could get two different packages confused, and accidentally use the wrong ingredient and ruin the entire meal. SeeFood will prevent that from happening. The braille and different feel of the packages will tell the user exactly what ingredient it is, what meal it is for, the expiration date, and on the back there will be the nutrition facts. 14
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