Single Aussie mum turns common parenting problem into $1M business

"Mums message me on Instagram daily, asking how they can eat healthier food that also can be a meal that feeds their babies and children too," the Sydney mother told Kidspot.

As a time-poor parent, you likely get to the end of a long day, to-do list unfinished, kids fighting for attention and the daunting task of figuring out what on earth is for dinner looming over you… 

This juggle of trying to balance work, family and meal prep is one that Jordan Hartley, a Newcastle-based single mum, knows too well. 

That’s why she created Hartley Health, a meal prep delivery service designed for busy mums and families.

It's proved so successful that it’s set to crack three million dollars in revenue in the next six months. 

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Image: Instagram / @jordanhartley

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An Aussie mum's 'Michelin star' meal prep service

As a hatted chef with Michelin star training, Hartley found herself having to make a career pivot after a back injury halted her culinary career. 

It was during this period, that the idea of Hartley Health was born. 

The mission was simple - to help mums put nutritious meals on the table. 

“Motherhood has highlighted the importance of convenient, nutrient-dense meals, especially for me as a time-strapped solo mother. Before having a baby, I was unaware of the additional food required to sustain my energy levels and to meet my macro and micronutrient needs,” she told Kidspot exclusively. 

“For me, cooking these sorts of foods is a very natural task, but I have mothers messaging me on Instagram daily, asking how they can eat healthier food themselves that can also be a meal that feeds their babies and children too, and not be making three different meals for the whole family.”

So, she launched a service that mimics the luxury of having a personal chef (the dream!) and offers nutritious meals free from preservatives, additives and the environmental impact of gas flushing - the packaging technique major meal prep brands use to extend shelf life.

Hartley Health also distinguishes itself by making meals that have been cooked in actual kitchens and are delivered to clients within 48 hours; as opposed to many competitors who bulk-order from factories and add their own labels.

Image: Supplied / Hartley Health

Customers can tailor their meal plans to suit their needs

The meals cater to a range of different dietary needs, including pregnancy and postpartum, vegan and vegetarian, just to name a few. Customers also have the option to tailor their meal plans to suit their specific needs as well. 

For example, Hartley Health has several clients going through a variety of conception processes, needing to trust what goes into their bodies. These women will alter their dietary requirements or order Semi-Bespoke plans that exclude the specific ingredients they need to avoid to support their system.

Hartley says she’s been overwhelmed by the response and she’s been warmed by hearing stories of how people have been using the service. 

“We’ve heard that some mums are sharing their Hartley Health meals with their toddlers, as a way to introduce new foods in an inclusive experience,” she said. 

She’s also taken her customer’s feedback on board, adding a gift card option to her offering after much demand. 

“In early 2023 clients wanted to purchase Hartley Health gift vouchers for their friends postpartum, or mum's needing a helping hand at home – we listened and implemented this service.”

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The skyrocketing sales are a testament to her brilliant idea 

Hartley has created a business that mums desperately want and need, and the skyrocketing sales are a testament to that. 

Since falling pregnant 18 months ago and shifting the brand ethos to focus on supporting busy parents – she’s grown the business revenue by 42.86%.

And after just one and a half years in business, Hartley Health cracked one million dollars and is set to surpass three million in the next six months. 

Here's to helping more time-poor mamas!

Originally published as Single Aussie mum turns common parenting problem into $1M business