They were so popular, Ms Martin, 30, started Mashfood, a web-based home-cooked meals business, which quickly moved from her home kitchen to a church hall and now supplies 20 Adelaide families with $60-$100 weekly orders of main meals and side dishes.
"I'm creating meals they would do at home, had they the time," said the 30-year-old whose most popular dishes are chicken and leak pie and lasagne which have no nasty numbers or brackets in the ingredients list.
"It's usually for young families, or single males but I have been getting inquiries more and more about elderly people who want to continue to be independent but don't like Meals on Wheels or other options.
"Its usually a push by family members," said Ms Martin.
Then there is Sidney’s Dinner Ladies, “The Dinner Ladies started after friends Katherine Westwood, 46, and Sophie Gilliatt, 45, needed to offer a decent feed to time-poor friends plus their own families after finishing netball or football, or returning home late from school or work.
While some may see the category as a cheat, Ms Gilliatt said it was equally important for people to eat well at the family dinner table. "Its a special moment of the day for people, and they shouldn't be eating crap," she said.
"They are watching Jamie Oliver, they are watching Heston Blumenthal, they are aware of exciting flavours but it doesn't mean they can be bothered cooking at the end of the day."The Dinner Ladies offer everything from salad in a bag with a separate dressing to chicken with 100 almonds made from Ms Gilliatts mothers original recipe.
Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions, with extensive experience as a global multi-unit operator, consultant and brand/product positioning. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche.