Big Feed Club (BFC) is a Newfoundland and Labrador–based food delivery company founded in St. John’s in July 2020 with a mission to make food delivery simple, equitable, and accessible across the province. Initially launched during the COVID-19 pandemic, Big Feed Club quickly identified and filled a service gap by offering Costco delivery to customers unable or unwilling to access the warehouse themselves. Following a successful beta launch in January 2021, the company expanded rapidly, delivering to homes, offices, and businesses across the province using a combination of third-party couriers and public transit pickup points.
More than a grocery delivery service, Big Feed Club positions itself as a community partner. The company prioritizes local sourcing, fair wages, carbon offsetting, and sustainable logistics. Serving over 6,000 customers across more than 30 rural communities, Big Feed Club has achieved over $1.2 million in gross revenue within its first two years of operation, doubling monthly revenue in the most recent six-month period. Building on this momentum, Big Feed Club is now expanding into temperature-controlled logistics through the development of ready-made coolant kits designed for food and medical deliveries.
Big Feed Club provides:
Grocery and Household Delivery Services: Province-wide delivery of Costco groceries and household goods to customers without convenient access to warehouse shopping.
Rural and Underserved Community Delivery: A logistics model leveraging DRL transportation routes to reach small towns and remote communities across Newfoundland and Labrador.
Ready-Made Coolant Kits (In Development): Reusable cooling systems integrated into delivery totes, designed to maintain safe temperatures during transport and reduce spoilage and environmental waste.
Medical and Pharmaceutical Delivery (Pilot Phase): Temperature-controlled delivery solutions tailored to Big Pharma partners requiring same-day or next-day delivery to rural regions.
The Objective
To develop a comprehensive business plan and commercialization strategy for Big Feed Club’s ready-made coolant kits, with a focus on expanding into pharmaceutical and medical deliveries. The project aimed to validate the product’s technical performance, assess market demand, establish pricing and costing models, and position the company to attract further investment while maintaining a strong commitment to sustainability and reusable delivery systems.
The Challenge
While Big Feed Club had already proven its logistics capabilities in food delivery, expansion into medical and pharmaceutical transport introduced new operational complexities. Big Pharma partners require strict temperature control, consistent delivery timelines, and validated handling systems—particularly for rural and remote communities. Additionally, the company faced competition from large national delivery brands and pharmacy-led delivery services, many of which lack specialized rural logistics capabilities but benefit from strong brand recognition.
The primary challenges included:
- Ensuring stable temperature control for medical deliveries
- Meeting same-day or next-day delivery timelines in rural regions
- Competing with national delivery and pharmacy networks
- Scaling a reusable, sustainable cooling solution at a viable cost
- Demonstrating commercial viability to investors and partners
The Solution
Product Innovation: Ready-Made Coolant Kits
The core solution was the development of a self-contained cooling system built into reusable delivery totes. These ready-made coolant kits use an integrated cooling seal in the tote cover to maintain safe temperatures during transport, significantly reducing food spoilage and ensuring compliance with medical delivery requirements. The system has been prototyped, tested in the field, and validated by early users and Big Pharma partners.
Market Expansion into Big Pharma Deliveries The project identified pharmaceutical delivery as the fastest-growing logistics sector in Newfoundland and Labrador. Big Feed Club leveraged its existing province-wide delivery
infrastructure and customer base to pilot medical deliveries, positioning itself as a potential exclusive provider of rural pharmaceutical transport.
Strategic Planning and Pricing Development
Gold Standard Advisors developed a full business plan that included market analysis, competitor benchmarking, pricing structures, revenue projections, and a technical development roadmap. Funding opportunities such as NRC IRAP were identified to support further R&D and system scaling.
Results: Expanding Logistics Through Sustainable Innovation
The project confirmed the commercial viability and market readiness of Big Feed Club’s coolant kit system. Key outcomes included:
- Validation of the cooling system through field testing
- Strong interest and engagement from Big Pharma partners
- Identification of a market opportunity with limited direct competition
- Forecasted delivery revenue of up to $40,000 per month in the initial phase
