Cook Fresh: How ready-to-cook vegetable carts are changing grocery shopping in Mirpur
The two electric vegetable carts sell washed, cut, and ready-to-cook vegetables — much like fish or meat. In the fast pace of city life, this simple convenience feels like a small luxury
Mirpur DOHS was still half-asleep. In the gentle light of early morning, before the neighbourhood had properly stirred, two small vehicles quietly made their way onto the streets. Inside, baskets of fresh, seasonal vegetables were neatly arranged, travelling through every lane. Splashes of green, red and yellow stood out vividly, even from afar. By the time residents woke up, the market was already waiting at their doorstep.
Mobile vegetable sellers are not new to the area. But these two "vegetable carts" offer something a little different. Here, vegetables are sold washed, cut and ready to cook — much like fish or meat. There is no need for extra chopping, and in the fast pace of city life, this simple convenience feels like a small luxury. It is no surprise, then, that these two vegetable carts have quickly won over the residents of Mirpur DOHS.
Leaving job to start business
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Mahmuda Yasmin once spent her days buried in bank accounts and spreadsheets. But juggling a full-time job with household responsibilities left her with little time to spare. Over time, she began to long for a life with less pressure and more freedom — and, above all, more time for her family. That thought eventually led her to leave her bank job behind and start something new on her own.
The life of working professionals is something she knows well. The constant shortage of time, the morning rush to the market, the pressure of cooking after a long day at the office — these were all part of her own daily routine. So when she began thinking about starting a business, she wanted to do something that would make life a little easier for people like her. With encouragement from her husband, she launched her project, Cook Fresh.
Two electric vehicles were fitted out with fresh farm produce, designed with busy city dwellers in mind. Mahmuda explained, "I wanted to do something that would be unique, but also genuinely helpful." Most residents of Mirpur DOHS are working professionals, and she said the idea grew from thinking about their everyday struggles.
"Many people simply don't have enough time for cooking. Cutting different kinds of vegetables alone takes up a lot of time. Managing both work and family can become very tough — that's what inspired this initiative."
Every morning at 8am, two delivery men head out with the vehicles, while Mahmuda oversees everything from home, taking orders online or over the phone. Launched in May this year, the business has already won the trust of DOHS residents. The idea has also sparked positive conversations on social media, with many praising this simple yet thoughtful initiative.
Fresh vegetables at affordable prices
The Cook Fresh team starts work at the break of dawn. Fresh vegetables arrive daily from the local market, followed by careful sorting, washing and packaging. Only the required amount is cut, while the rest is washed again and neatly arranged in the vehicles. From 8am onwards, the cars set out to deliver vegetables across the area.
The larger vehicle is handled by Mohammad Arif, who has been with the project since the beginning. He said that from 8am until the afternoon, they drive around the entire DOHS area. Orders are delivered directly to homes whenever they receive a phone call. His vehicle is fitted with a bell — once it rings downstairs, residents come out to buy vegetables. Most of the stock is sold by the end of the day, and whatever remains is supplied to local hotels.
As it is winter, the vehicles are currently filled with a wide variety of vegetables. Potatoes, beans, carrots, aubergines, papaya and different leafy greens are always available, along with seasonal tomatoes, bottle gourd, cabbage, cauliflower and coriander. Prices are comparatively lower than the market. Each vehicle also carries ready-to-cook packs of washed and cut vegetables, priced between Tk55 and Tk110.
Arif added that the two vehicles together sell between 150 and 200 kilograms of vegetables every day. Demand for pre-cut vegetables is steadily increasing. Another seller, Mohammad Jubayer, believes that their growing popularity comes from the trust they have built — delivering orders straight to people's doorsteps as soon as they are placed. The service has now expanded beyond Mirpur DOHS, reaching nearby neighbourhoods as well.
'Ready-to-cook'
Selling cut fish and meat is common everywhere. But the idea of selling vegetables already cut and ready for cooking is still quite new — and this is exactly why Cook Fresh has been drawing so much praise. Many residents of Mirpur DOHS and nearby areas say the service has made a real difference in their daily lives.
Bilqis Akter, an assistant professor at Government Titumir College, is a regular customer of Cook Fresh. She said the vegetable cart has made her everyday routine much easier. "Some days I simply don't have the time and need to cook quickly. If the helping hand doesn't turn up, it becomes very difficult. That's when I buy vegetables from here, especially the ready-to-cook items. You can make a quick stir-fry in no time," she said. In her view, selling pre-cut vegetables is a very practical solution for busy people.
Several other local residents shared similar experiences. One of them, Mohammad Dulal Ahmed, is a bachelor who cooks for himself. He said managing without the vegetable cart has now become almost impossible for him. "I no longer have to go to the market to buy vegetables. There's no hassle of chopping. I buy something almost every day — just wash it and put it straight on the stove," he explained.
Mahmuda said her team prepares ready-to-cook vegetables every day based on customer demand. Orders can be placed in advance if needed, or customers can buy directly from the cart. These pre-cut vegetables cost Tk20–30 more than whole vegetables, with prices set after considering how much of the vegetable is discarded during cutting.
She also pointed out that their customers are not limited to the well-off. From rickshaw pullers to labourers, many people buy their cut vegetables. "After a long day of hard work, people don't want to spend more time chopping vegetables at home. With our packets, they can start cooking straight away. That's exactly why this initiative has been accepted by everyone," Mahmuda said.
Looking ahead
Mahmuda Yasmin believes the business idea is innovative, but admits it has not yet reached everyone. Although the venture is profitable, it has not grown to the level she initially hoped for. Still, she remains confident that as more people become familiar with the concept, success will follow.
She also spoke about several challenges the business faces. "Vegetables are perishable, so supply has to match demand almost instantly. It requires more manpower and takes more time. Cutting fresh vegetables every single day is a challenge in itself. And because the idea is new, earning people's trust hasn't been easy," Mahmuda said.
"Many people simply don't have enough time for cooking. Cutting different kinds of vegetables alone takes up a lot of time. Managing both work and family can become very tough — that's what inspired this initiative."
Despite these hurdles, she remains optimistic. She has several future plans centred around the Cook Fresh project. Her goal is to spread this model across Dhaka, and she has already started taking on franchise partners. If sales increase, she hopes to source vegetables directly from farmers in rural areas and deliver them straight to customers. "That way, farmers will benefit and customers will be satisfied. But for that to happen, we need to sell several tonnes — otherwise it won't be possible," she explained.
She is also considering forming a club with entrepreneurs like herself, with a single purpose in mind: helping people. "When people first see our carts, they assume the vegetables will be expensive. In reality, it's the opposite. Customers place orders from home, we deliver them right to their doorstep — completely free. Even with a low profit margin, our aim is to make this service available to a large number of people. That's the goal we are moving towards," Mahmmuda Yasmin said.
