Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Kiwi Demand for Online Organic Meat Growing

Kiwi Demand for Online Organic Meat Growing

By Fleur Revell
6 May 2014

Kiwis are demanding more premium free range and organic meat with one local business experiencing 170% growth within six months after creating an ecommerce platform to service national demand.

Palmerston North based butchery Moreish set up its online retail arm three years ago to aid expansion into new markets.

Owner Nicola Boniface says it was clear that a significant demand for naturally grown meat was present beyond their region but establishing a short supply chain was the key to making the model work.

“Increasingly we have found New Zealand consumers have a desire to know the origins of their food. Maintaining a short distribution channel from farm 'gate to plate' and providing total transparency on our suppliers has helped give customers the reassurance they need,” says Boniface.

She says one of the biggest challenges the company faced was refining the delivery process so that the perishable meat products reached the customers in Auckland in the same condition as if they had purchased in their local Palmerston North store.

Boniface says that advances in packaging technology and experience gained from trial deliveries bought them to the optimum delivery method.

“Once we hit on the right shipping model our next tasks were consumer education and developing a relationship of trust with our prefered courier company.

“We recognised that many consumers view purchasing food online as a risk and we invested significant resources into communicating our comprehensive product support and customer service ethos,” she says.

Boniface says building an online customer and subscriber base in the thousands was done through exhibiting at food shows, in-house cooking classes and word-of-mouth spread by social media.

She attributes one of the key elements of the family owned business' success is in maintaining long-term relationships with suppliers.

“All supplies must conform to strict standards to ensure the products are genuinely free range, with no antibiotics, and no chemicals.

"We seldom require new suppliers due to our strong relationships with our farmers and when we do, we almost always headhunt them."

Boniface says the triple digit rate of annual growth is expected to continue and the company’s online arm will represent more than a third of their total business revenue by the end of the financial year.

Boniface says the company is working to accommodate further expansion and wants to become more vertically integrated with the goal to invest in its own delivery fleet to service key regions in the coming 12 months.

ENDS

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Budget Policy Statement: Spending Wins Over Tax Cuts; Big Ticket Items Get Boost

Income tax cuts are on hold as the government says “responding to the earthquakes and reducing debt are currently of higher priority”, although election year tax sweeteners remain possible. More>>

ALSO:

Fishy: Is Whitebaiting Sustainable?

The whitebait fry - considered a delicacy by many - are the juveniles of five species of galaxiid, four of which are considered threatened or declining. The SMC asked freshwater experts for their views on the sustainability of the whitebait fishery and whether we're doing enough to monitor the five species of galaxiid that make up whitebait. More>>

ALSO:

Crown Accounts: Smaller-Than-Expected Four-Month Deficit

The New Zealand government's accounts recorded a smaller-than-forecast deficit in the first four months of the fiscal year on a higher-than-expected inflow of corporate and goods and services tax. More>>

ALSO:

On For Christmas: KiwiRail Ferries Back In Full Operation After Quake

KiwiRail’s Interislander ferries are back in full operation for the first time since the Kaikoura earthquake, with the railspan that allows rail wagons to be loaded on the Aratere now restored. More>>

ALSO:

Comerce Commission Investigation: Prosecutions Over Steel Mesh Labelling

Steel & Tube Holdings, along with two other companies, will be prosecuted by the Commerce Commission following the regulator's investigation into seismic steel mesh, while Fletcher Building's steel division has been given a warning. More>>

ALSO:

Wine: 20% Of Marlborough Storage Tanks Damaged By Quake

An estimated 20 percent of wine storage tanks in the Marlborough region, the country’s largest wine producing area, have been damaged by the impact of the recent Kaikoura earthquake. More>>

ALSO:

ACC: Levy Recommendations For 2017 – 2019 Period

• For car owners, a 13% reduction in the average Motor Vehicle levy • For businesses, a 10% reduction in the average Work levy, and changes to workplace safety incentive products • For employees, due to an increase in claims volumes and costs, a 3% increase in the Earners’ levy. More>>

Get More From Scoop

 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news