Granjeo.es

brings the social experience of food purchase to the online grocery

shopping.

what we did so far

• research on problems of food distribution in SPAIN-two online customer discovery surveys for end customers -one face-to-face interview with a farmer -one survey for face-to-face interviews with farmers (data acquisition is right now) -estimated business market size in two different scenarios for our business.

what we learned so far

• Non-organic produce is difficult to TRACE.• ca. 60% of all surveyees state they WOULD buy

local or organic produce ONLINE it they were CHEAPER.

• Those who currently do NOT BUY organic produce would NOT buy organic produce ONLINE even if it was cheaper. Price does not seem to be the hindering factor for not choosing organic produce.

• Those who currently DO buy organic produce would buy it online if it was cheaper.

what we learned so far

• Although the vast majority of end customers answered that QUALITY is their main criterion for selecting fruit and vegetables, only 30% of them chooses ORGANIC products (for many, the reason being the too high price).

• The vast majority shops always in the same shop. When asked why, many mention loyalty and trust. They trust that their loyalty to one shop will reward them with products selected by the grocer especially for them.

Our Hypothesis:

• In our opinion their trust in the grocer, among other reasons, compensates for the lack of traceability of non-organic products. This would also explain why these customers are reluctant to buy online, while on the other side, people who eat organic food are more open to e-commerce solutions, as in this case it is the product itself that provides them with extensive traceability.

What our research tells us…

• In Spain there are a few websites that aim at connecting directly farmers to their end users.

• They limit mainly to offering e-commerce solutions to individual end users rather than purchasing groups..

• They seem to have a limited success. • We found only one website that is fairly similar to what we plan to

do. We believe however that the implementation of the interface is poor.

• The fact that these websites exist is a PROOF that the problem does exist and someone is already trying to solve it.

• Clearly the traditional solution of food distribution with many intermediaries INCREASES PRICES without on the other end providing us with product TRACEABILITY.

The farmers’ point of view(preliminary data)

• Many coops are currently struggling to compete with cheaper imported goods.

• Therefore they are interested in a platform that helps them sell their produce, especially on a local scale.

We believe that

• traceability is a crucial aspect. • people value the human experience of buying

their food. • We need to provide the social experience of food

purchase to the online shopping. • In order to gain the trust of the end

users, farmers must be seen 'accessible'. • The internet is the best instrument to cancel the

distance between the farmers and their customers. For all of the above we are convinced in pursuing this idea further.

Conclusion

• For all of the above we are convinced in pursuing this idea further.