Last week we published our first part about Ooooby’s mission regarding convenience. This second part with address our thought about affordable food.
The prices of fruit and vegetables in New Zealand have only increased in the past decade, due to a combination of weather conditions, global produce prices and supply and demand. As prices of other food stuffs like meat and bread have dropped this year, this makes adding healthy produce to the diet a bit more dear.
With Ooooby we have cut down operations to the bare minimum with a nifty online platform that does a lot of the processing for us. We are constantly working on this platform, to make the coordination of planning, ordering, receiving and sending local produce as efficient as possible. This coordination has always been the main hurdle to cost-effectively distribute produce from, often smaller, local growers and producers and the reason supermarkets mainly work with wholesalers, who then of course also receive their share of the pie.
But by cutting out all middlemen, buying from the growers directly and delivering to our customers at home we have made the trajectory from farm to fork as lean and flexible as possible. With this process the produce reaches the end user a whole lot faster than through a more traditional supply chain. Waste generation is also minimized because we only order exactly what we need for the week.
Besides making the boxes as affordable as possible for our customers, we also make sure this is all sustainable for our growers. They will therefore always receive at least 50% of the retail price for their produce, which better ensures a fair price. Other channels to market usually tell the growers what price they will be getting for their harvests, but we actually engage in a conversation with our growers about the price they would need to receive.
Next week we will share with you the final part three about fairness. Stay tuned!