The brand has just opened a logistics centre in Jemeppe-sur-Sambre with a view to reducing its costs and CO2 emissions. Cool Delivery Belgium is the company created to deliver meal boxes and offer logistics and transport services in Belgium.

HelloFresh has been established in Belgium for two years and has been based in Wallonia for one and a half years. Up until now, meal boxes were transported directly from the Netherlands. In 2015, HelloFresh bought Cool Delivery BV, specialising in logistics and delivery services for refrigerated goods. It is a subsidiary of this company that was created in Belgium and it is HelloFresh which continues to control it from the Netherlands in order to develop here.

The reasons for creating this subsidiary are simple: "We have worked with Cool Delivery since 2015", explains a spokesperson from the head office in Germany. "The reason for creating the Belgian entity is very simple: it will help us to offer a better service to our Belgian customers (language and logistics factors) and will reduce our carbon footprint (sustainable aspect)."

The site at Jemeppe-sur-Sambre will be HelloFresh's eighth logistics centre. If the company has chosen Wallonia and Belgium it is also a sign that sales are doing well there and that Belgians are very keen on these fresh dishes.

HelloFresh was created in 2011 following an innovative principle: to offer their customers boxes containing all the ingredients needed and in sufficient quantity to prepare the recipe of the day along with the rest. These are generally varied and balanced recipes prepared according to the advice of nutritionists.