Granjeo.es brings the social experience of food purchase to the online grocery shopping.
what we did so far • research on problems of food distribu:on 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 acquisi:on is right now) -‐es:mated 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 selec:ng 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 men:on 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 solu:ons, 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 connec:ng directly farmers to their end users. • They limit mainly to oﬀering e-‐commerce solu:ons 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 implementa:on 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 tradi:onal solu:on of food distribu:on 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 pla`orm 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.
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