Blue Apron needs to be a service offered by local grocery stores. You pick up (or sure, are delivered) one of many boxes that grocery stores assemble from their local inventory. There's 10 or so different options, always readily available, with a full meal of supplies and instructions inside.

The objective is to show you that, "hey, cooking great stuff is within your realm of capability! It's fun and empowering. You don't have to be like Waterluvian over there who walks past all the produce and butcher every time because he has no clue how to make something of it all." After meal 10 or whatever, that's it, there's no more, you've graduated the "Get a Taste of Cooking" program. Now you move on to more traditional grocery shopping with your new added confidence and practice that will ideally see you buying more produce and fewer frozen dishes.