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When you think of a gift that comforts, nourishes, and brings people together, what comes to mind? For Matt and Santos, the answer has always been food. At Instead of Flowers, these two are sending handcrafted meals that lift spirits, offer comfort, and create lasting memories.
We sat down with them to hear the story behind the brand, how every meal is made with heart, and why Santos believes every gift of food should be treated like a hug on a plate.
Matt: The company’s roots go back over two decades. It started as a small local catering business run by a woman who simply loved feeding people. Over time, it grew, evolving from catering weddings and events to providing ready-to-enjoy meals for families and friends. Eventually, it became what it is today: a way to send comfort in the form of food.
Santos: What I love is that it always stayed personal. Even when the business changed hands — from the original owner to the chef who started shipping meals around Atlanta, to us — the heart of it never left. We didn’t start this to build a big production line. We started it because we believe food is one of the most meaningful ways to show you care.
Santos: Honestly? Care. I’ve spent my whole life around food. When you prepare food for someone going through a hard time, it’s not just about getting it done, but putting love on the plate. I always tell the team: “Your name is on that meal.” Every dish should show care.
Years ago I started running a restaurant that was ranked near the bottom nationally, and by mainly focusing on better quality — every steak, every vegetable — we turned it into one of the top 10 in the country. That’s because details matter. Even a simple broccoli. I always say, “It can’t just be green; it has to be the perfect green.” That’s how we approach everything here.
Matt: And that’s why people notice the difference. It’s real food made by real people. The meals are fully prepped by hand, packed up in our kitchen, and shipped out the next day. We make sure that when someone opens that box, it feels like a home-cooked gift — not a delivery.
Santos: We’re a small crew — about 12 to 14 people — and I'm part of the cooking team as well. We don’t have machines or assembly lines. Every person in the kitchen takes pride in their part, whether it’s grilling the chicken to get perfect marks or tying the ribbons on each box by hand. You won’t find conveyor belts here — just honest hands doing honest work.
Matt: I think that’s part of the magic. When you eat the lasagna, or the charcuterie, or even the cookies — you can tell it wasn’t mass-produced. Even our CEO isn’t sitting in an office — he’s in the kitchen, ensuring every lasagna is layered like it’s going to someone he cares about. There’s a soul to it. It’s why people are often surprised — they expect convenience but get something that feels homemade.
Matt: Flowers are beautiful, but what do you do with it? A good meal brings comfort, gives someone a break, and fills them up in every sense of the word. When you send someone food, especially when they’re going through something tough, you’re saying, “I’m here for you,” in a tangible way.
Santos: Food heals. It nourishes the body, sure, but it also nourishes the heart. You’re giving someone the chance to slow down, to gather around a table, to take a deep breath. We believe that’s one of the most thoughtful gifts you can give.
Santos: Joy. Relief. Love. Whatever they’re walking through — grief, celebration, stress — we hope that for just a moment, they feel taken care of. That’s the goal every day.
Matt: We just want to lift people’s spirits. Whether you’re sending something to a friend who’s recovering, a family member who just had a baby, or someone who just needs a little boost, this is a guaranteed way to make their day better.
At Instead of Flowers, every box that leaves the kitchen carries the care, effort, and heart of a small team that believes that food is one of life’s most meaningful gifts. Whether comforting a friend, celebrating a milestone, or simply showing you care, these meals bring people together, one bite at a time.
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