SACRAMENTO, CALIF. — Meal delivery company Trifecta is teaming up with health technology platforms Onegevity Health and Thorne to offer end-to-end personalized nutrition for consumers seeking better health outcomes.
The partnership gives Trifecta customers access to Onegevity’s GutBio and AgeBio biological testing kits (a third test, PerformBio, will launch soon), which deliver personalized dietary recommendations based on data from blood labs, saliva and other metrics. The recommendations will be paired with Trifecta’s food offerings and Thorne’s nutrition solutions.
“One of the cornerstones of improving your nutrition is customizing it to the individual data,” said Greg Connolly, founder and chief executive officer of Trifecta. “The more personalized we can get with nutrition, the better.”
Trifecta provides fully cooked meals in categories including keto, paleo, vegan, vegetarian, clean eating and classic meals. The company also offers an a la carte section where users can tailor their meal preparation according to weight and health goals. It operates like an online grocery store deli, featuring food made with USDA organic, gluten-free, dairy-free and soy-free ingredients. The meals come fresh in a refrigerated case, vacuum sealed and ready to eat.
“Trifecta has an incredibly wide variety of meal options, and we're able to customize food based on the calorie and macro goals of the individual,” Mr. Connolly said. “With the Onegevity product, consumers can take a test that gives them a biome and DNA analysis of what nutrition options are likely best for them.”
It’s an area that has been a gray science in the past, he added, but is hardening up thanks to companies like Onegevity.
“Everything we do is science-backed and evidence-based,” said Bret Barrie, director of sales at Trifecta. “It was very apparent there was a lot of alignment in that way.”
Based in New York, Onegevity works with Thorne to design supplements, including pre and probiotics, based on customers’ unique physiology. The nutrition solutions are utilized by the Ultimate Fighter Championship (UFC), which also works with Trifecta to run its nutrition program.
“Everything is third party tested, that’s important for a company like the UFC,” Mr. Barrie said. “Even though these tests are definitely on the bleeding edge, and there's still a lot of additional research that will be done, there is a good level of data around what they have so far.”
Personalized nutrition isn’t just for top-level performance athletes. It also may be key to solving the United States’ chronic health disease problem, which largely is caused by poor nutrition, Mr. Connolly said.
“Athletes and celebrities are aspirational and educational for the population, but in terms of our customer base, it's 99% average Americans,” he said. “Our food solution applies to virtually everybody.”
Increased personalization may help Trifecta carry momentum gained during the coronavirus (COVID-19) pandemic, which saw a surge in demand for delivery services and ready-to-eat meal kits. The company has continued to grow and hire during the pandemic.
“We’re just the right type of business in the right place at the right time,” Mr. Connolly said. “We're no touch food delivery, so we've had some tailwind from COVID on that side of the fence. At the same time, we’ve had to be nimble and creative with how we’ve grown because we do have some headwinds as well. The headwinds are largely that people view us as a weight loss company. When there is a global pandemic, sometimes the last thing you want to do is go on a diet.”
Mr. Connelly expects digital momentum will continue beyond the pandemic.
“We see this as something that's pushed more and more people to feel comfortable ordering online,” he said. “We think it's going to be amazing for our space long term.”