My saved folder on Instagram is a rich, substantial archive of good intentions involving shallots, pot roast, and the most moist upside-down orange cake you’ve ever forked. 

I’m forever considering becoming the type of person who keeps fresh herbs alive. But it’s Monday, I’m busy, and the gap between who I am and who I strive to be feels equivalent to the number of dishes I’d have to clean after making the recipe. For me at least, other things currently matter more than learning to cook chicken sous vide on a random weekday, but I’d still like to eat as though I’d made the effort. 

Grocery stores seem to have identified this gap as a growth opportunity.