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.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Oceans: NOAA Declares Third Ever Global Coral Bleaching Event

As record ocean temperatures cause widespread coral bleaching across Hawaii, NOAA scientists confirm the same stressful conditions are expanding to the Caribbean and may last into the new year, prompting the declaration of the third global coral bleaching event ever on record. More>>

Scoop Business: A Decade Of Government Pre-Seed Investment

More publicly-funded science is being commercialised after a decade of government ‘pre-see’d investment, according to an independent review. More>>


Solid Energy: Plan To Shut Unprofitable Huntly East Mine

Solid Energy, the state-owned coal miner in voluntary administration, plans to shut down its unprofitable Huntly East mine and lay off 65 staff after deciding the site stands "no chance whatsoever" of finding a buyer. More>>


E Tū: Merger Creates NZ's Biggest Private Sector Union

E tū has been created by the merger of the Engineering, Printing and Manufacturing Union and Service and Food Workers’ Union. It represents more than 50,000 working New Zealanders in industries as diverse as aviation, construction, journalism, food manufacturing, mining and cleaning. More>>


Internet: NZ Govt Lifts Target Speeds For Rural Broadband

The government has lifted its expectations on faster broadband speeds for rural New Zealand as it targets increased spending on research and development in the country's information and communications technology sector, which it sees as a key driver for export growth. More>>


Banks: Westpac Keeps Core Government Transactions Contract

The local arm of Westpac Banking Corp has kept its contract with the New Zealand government to provide core transactions, but will have to share peripheral services with its rivals. More>>


Science Investment Plan: Universities Welcome Statement

Universities New Zealand has welcomed the National Statement of Science Investment released by the Government today... this is a critical document as it sets out the Government’s ten-year strategic direction that will guide future investment in New Zealand’s science system. More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news