On paper it sounded financially delicious. When asked, moms said having a family dinner was important. They said they really, truly wanted to feed their families healthy, delicious affordable meals but they couldn’t because they just didn't have the time, what with work, soccer,and traffic jams.

Enter the meal assembly business – a concept to relieve moms of their meal guilt and at the same time provide families with delicious, healthy affordable meals. Brilliant!

How could it be anything but a profitable business venture?