Send them something they can eat. 

This isn't edible paper, but it's the next best thing.

In order to encourage people to gift meal subscriptions, Blue Apron will utilize an in store greeting card section. The gifter picks out a greeting card and at checkout is able to load it with any amount, similar to a gift card. After receiving their card, the recipient is able to redeem their subscriptions with the unique code found inside the card.