GREENIES.net• A new type of direct marketing initiative• Not exactly a farmers market• Not exactly a buyers club• A platform for all
Our beginning• Mumbai,MH• Winter,2012• 30-40 farmers initially• 4-5 villages ( Nasik District,MH)• Handful of wholesale and retail consumers
Our Customers(Wholesaler)• Shree Swami Samarth Traders(Mumbai,MH)• Aditi Green Organic Farms Pvt Ltd(Thane,MH)• A to Z Enterprises (Nashik, MH)• Eaternal Health & Organic Foods(Mumbai,MH)• Nilkanth Organic foods(Kandivali,Mumbai,MH)
GREENIES.net• Tie up with Maharasthra Organic Farming Federation (MOFF) – Network of 2000 organic farmers – Cuts the middleman to give the farmer a good bargain• We’ll help the farmer in certification from OFAI – OFAI(Organic Farming Association of India)
Why Greenies.net ?“We believe that small, diverse, family-ownedfarms contribute to societys overall health, soweve made GREENIES.net to be the mostconvenient method to get food from field toplate.”
What were the problems ?Retailers/Wholesalers – Middleman – Hard to organize – Local option LimitedCustomers – Limited Choice – Stale productsFarmers – No schedule/planning – No idea about quantity – Risky
Greenies.net -A market that runs it self• A secondary market• Online website• Farmers can sell their produce online• Retailers/Wholesalers can place their orders in bulk• Consumers can directly buy the produce by farmers
The Mechanics (Farmers)• Create an account• Describe the “farm”• List the products• Harvest Orders• Drop off packaged orders• Profit !
The Mechanics (Retailers /Customers)• Create an account• Place orders• Pick up and pay for orders• Repeat as desired
The Mechanics (the Market)• Growers List Friday to Sunday• Customers order Monday& Tuesday• Growers harvest Wednesday• Drop off & pick up Thursday
Future Plans• Charge membership from retailers/wholesalers• Encourage exports• Go International
Objective• Provide our customers with the freshest, organically grown fruits and vegetables.• Offer foods without artificial colors, flavors, or additives.• Sell earth-friendly cleansers; pure, natural supplements; and gentle, cruelty-free body care products.• Support organic farms that keep our earth and water pure.
Mission• Greenies is committed to providing the highest quality, fresh and natural food, health and wellness products. Our staffs are friendly, eager to serve and ready to educate. Vision• Greenies vision is to become market leader in Mumbai and to expand business. We will return to favoring quality over quantity and we will show our farmers the respect and equity they deserve.
Global Market• The global organic food market grew by 9.7% in 2009 to reach a value of $60 billion.• In 2014, the global organic food market is forecast to have a value of $96.5 billion, an increase of 60.7% since 2009.• The fruit and vegetables segment generated 31.5% of the global organic food market’s overall revenues.• The Americas accounts for 48.7% of the global organic food market’s value. organic food suppliers in India
Political• Promotion of sustainable agriculture in the country for 10th five year plan.• Establishing of national organic standards under NPOP (National Programme for Organic Production).• Establishing APEDA (Agricultural and Processed Food Export Development Authority) as the nodal agency to promote exports opportunities.
Economical• 70% of organic agriculture item are exported.• The global market for organically produced foods is $26 billion and is estimated to increase to $102 billion by 2020.• Estimated 2-3 million potential consumers of organic agricultural products in India
Social• Awareness among people.• Shift in mindset of the people of India. Legal • Certification is developed to show and guarantee to consumers that a product has been produced in consistency with organic standards.
Strength• Rich in Vitamins, Minerals, and Fibre and retains the level of nutrients for much longer.• More energy through consuming low levels of toxics and chemicals that show your body down.• No significant Organic retail platform.• Marketing organically grown produce are still mostly by word of mouth.
Weakness• People are unaware about organic food.• It is little more expensive than the other food items people may look back.• There is a rigid mentality of people to adopt to the change in their lifestyle.• Market is in its infancy and as such does not benefit from economies of scale.
Opportunity• Food habits are changing.• Standard of living is improving.• Turn uncertified organic farmers into an certified organic farmers.
Threats• Many food retailers like Food Bazaar are getting into online retail.
Products Offered• Free of artificial preservatives.• Free of artificial colors.• Free of chemical additives.• Organically grown, whenever possible.• The least processed or unadulterated version available.• Non-irradiated.• Cruelty free.