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Home > Press & Buzz > 2012-02 eMeals Names New CEO Names New CEO Forrest Collier, Launches Major Growth Initiatives

BIRMINGHAM, AL (February 9, 2012) – (formerly, an online meal planning service that saves time, money and last-minute dinner panic, today announced the appointment of 20- year corporate management and Internet entrepreneur Forrest Collier as Chief Executive Officer. The appointment coincides with a series of growth initiatives designed to build on an eight-year track record that has included establishing the company as the largest online meal plan provider, with hundreds of thousands of subscribers having used the service to simplify mealtime efforts as well as save an average of 30% on their grocery bills.

Collier most recently served as CEO of, a software company dedicated to assisting parents with online safety that was acquired by McAfee in 2011. He previously founded SmithMorgan, LLC, a venture consulting practice; was one of the founders and Chief Operating Officer of Highland Capital Holding Corporation; and held financial and marketing positions with American Airlines. He specializes in helping lead growth companies to the next level through strategic planning and business development.

Collier will work closely with Jane DeLaney, founder and president, to extend the company’s leadership in the online meal planning space. Recent additions to the service include a new “natural and organic” menu plan designed for use at Whole Foods Market, which provides healthy dinner menus for less than the cost of a fast-food meal. Other service enhancements and promotional strategies expected to debut this year include:

• New grocery store partnerships and other alliances that will expand menu options
• Development of a mobile application for easy use at the grocery store
• New policies enabling more availability and flexibility of the menu plans
• An additional healthy plan option with nutritional information
• Expanded social media presence including a Pinterest board for sharing recipes

“Expanding the management team with Forrest gives us the extra resources and expertise we need both to execute on expansion plans that were already in the pipeline and to drive new strategic initiatives that will continue to improve services to our subscribers,” DeLaney said. “With his help, we are positioning the company for rapid growth and continued innovation in online meal planning.”

For about $5 per month, provides weekly meal plans with taste-tested recipes and corresponding grocery lists organized by store sections that both relieve the stress and reduce the cost of dinnertime planning and preparation. Subscribers can choose from more than 30 specialized menu options including classic family meals, low-fat, portion control, low carb, gluten-free, vegetarian, and the new natural and organic plan. The grocery lists further speed the meal planning process and provide the plan-ahead benefit of once-a-week grocery shopping, eliminating unnecessary purchases and extra trips for forgotten items.

The service reduces the family grocery budget by an average of 30% because ingredients are used efficiently throughout the week, the advance planning avoids impulse and extra purchases that lead to overspending , and menus are coordinated with sales and seasonal specials at selected grocery stores such as Walmart, Kroger, Publix, ALDI, Ralphs and Whole Foods Market.

“ has a large subscriber base, meal options to fit most eating habits, over 50,000 Facebook fans, and a family-friendly solution for the daily question that we all face: what’s for dinner?” Collier said. “Every family needs what this company offers. I can’t think of a better recipe for growth.”


eMeals is America's leading digital meal planning solution and an emerging player in the meal kit market. Each week eMeals provides easy-to-follow recipes and a one-click shopping list that optionally connects to online grocery pickup and delivery partners. With a database of tens of thousands of recipes assembled over the last decade, subscribers have a choice of 15 food style plans tailored to different dietary goals and eating preferences. Life is hard; make dinner easy. Visit to sign up for a two-week free trial.

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