CMO, Philip ThestrupCo Founder, Søren Ejlersen
WE RECREATE THE CLOSE LINKS BETWEEN THE WORK OF THE ORGANIC FARMER AND THE WORK IN ALL THE KITCHENS – TRANSFORMING THE BOUNTIES OF THE LAND INTO FEASTS OF HONEST,
NUTRITIOUS , SEASONAL AND INSPIRED FOOD
The Boxes
The Boxes
Boxes in diverse directions
VedgeFruitMixed
MealsoloutionsFastClassicLocal & climate
Local boxes as the new player where wecontribute to customers as a platform
+ Extras
B2B
04-10-2013
Sweden
Billeslund Farm; Growing VegetablesLast season this year – platform instead
BARRITSKOVBarritskov Farm; Packing Boxes
Vaskeriet, Barritskov
80/20Future farming
80/20 diet
More farm less industry
More raw less cooked
More plants less meat
More Local less import
Climate
Enviromentalissues
It is the social integration that are crucial
The Kids Project
Starting when they are 10 years old, the kids are totally open to authentic learning
We created a snowball effect where kids grow, cook & experience nature simultaneously
The Management
Finding the right key figures and using them!The business plan
If it doesn´t work – try something different
@aarstiderne: Weekly reports , monthly and quarterly accounts
2 year rolling budget Killing the darlings
Work with professional money
AWARENESS
The Culture
The Choice to ChangeThe Help - The Educator
A Way of Living
@aarstiderne:Taking action – manifesting a business
Perfectly timedTransparency
Letting people in and let them participate
Show upStay presentTell the truth
Get out of the way
FAITH
A Clear Direction and a Simple Idea
What you need, but do not know yet … in 10 yearsBeing proud of farming and providing food again
@aarstiderne:”Jordforbindelse” (grounding)
An authentic story.Inspiration. Convenience
Money destroys everything - the lack of money the rest….Ecology
THINKING INSIDE THE BOX
Structure
Time
Spirit
StructureOut of spirit
– out of business
The Figures
40.000 customers
25.000 boxes pr. week. Sweden, 2500 boxes pr. Week
Delivering in 90% of DK
Growth rate in 2013 – 18%
2 farms + 35 growers in and outside DK
Turnover 39 mio Euros
Result 2,1 mio Euros
115 employees
Krogerup Farm; Meeting Customers+ frontend in general
CONTRY KITCHEN
The Virtual
Web site
App
Email Newsletters
Social Media
Banners
Campaigns
The Basic Boxes
Meal Solutions
Extras
ExtrasMy Aarstiderne
Video Cooking Classes
Back ground Videos
Driven by the Customers
Markets are conversations
Conversations among human beings sound human
To speak with a human voice,
companies must share the concerns of their customers
Businesses want us to pay – we want them to pay attention!
@aarstiderne:
Started as a community
Street kitchens and events
Blogs, forums , social media and books
Conversations
PARTICIPATE
Market
• Aarstiderne has a unique position in the market due to:• The customers trust Aarstiderne to be able to decide what their meals
look like• Aarstiderne solves a family problem around what to eat and how to
provide it• Convenience – lack of time is a big challenge for a lot of families
Market Outlook
• The market is emmerging
• It is likely that COOP or Danish Supermarket will launch a online supermarked
• High interest in locality and traceability. Aarstiderne as a platform for reconnecting.
• First mover advantage. “Ownership” of categories on the Internet
• Demand for online availability throughout the platforms
• More competitors will enter, who will deliver at a lower price
STRATEGIC FOCUS
Too difficult to be good at everythingWe are trying to do to much at the same time
We need to trim the business and get rid of “noise”
Vision:AARSTIDERNE THE MARKET LEADER IN
E-COMMERCE ON ORGANIC FOOD
• MEALBOXES AND EXTRAS ARE THE MAIN GROWTH DRIVER
• SUBSCRIBERS ARE OUR KEY ASSET
MEALBOXES AND EXTRAS ARE MAIN GROWTH DRIVER
Fine tuning
Extraordinary Extras
“Kings of organic convenience”
Simplifying the “message” to the customers on distribution
Up-grade/development of e-shop and app. Fine tuning processes
Smart offering of extras based on knowledge
Campaigns for all seasons.
Supply chain matches the customer life style
SUBSCRIBERS ARE THE KEY ASSET
(Re-)developing membership
Rewarding loyal customers
Communities
Sales
The Customer, the Farmer, theChef inhabits the @ platform.
They:-Buy and sell-Innovate-Communicate-Create
Interactivity with customers, ratings, feed back, etc.
Membership cardsSpecial offersExclusive events
CHALLENGES
POST BILLESLUND – LOCAL PLATFORM.
Is this approach strong enough?
MEALBOXES:
Future development – what will be next?
Inspirered by nature…. and
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