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

 

Prefu Roundup: Forecasts Revised, Surplus Intact

The National government heads into the election with its Budget surplus target broadly intact, delivering a set of economic and fiscal forecasts marginally revised from May to reflect weaker commodity prices and a lower tax take. More>>

ALSO:

Convention Centre: Major New SkyCity Hotel And Laneway For Auckland

Today SKYCITY Entertainment Group Limited revealed plans to build a new hotel and pedestrian laneway of bars, restaurants and boutique shopping on land it owns in the Nelson and Hobson Streets block, expanding the SKYCITY Entertainment Precinct. More>>

ALSO:

Igniting The Spark: Bringing The Digital Enabler To Life

Changing a name is, relatively speaking, the easy part of a re-invention. Changing a culture, getting all the ducks in a row, turning yourself inside-out to become customer-inspired is a much bigger challenge. More>>

ALSO:

Ebola And NZ: Targeted Screening At Airport But Risk Low

The risk of any cases of Ebola in New Zealand remains very low, but health and border authorities are well prepared... anyone arriving in New Zealand who in the last three weeks has visited countries affected will be screened for symptoms of the disease. More>>

ALSO:

Scoop Business: Brewer Seeking Crowd-Funding Cancels Shareholders’ Dividends

Shareholders in Renaissance Brewing company, the first business to seek equity through crowd-funding in New Zealand, have cancelled their claim on $147,000 of accumulated earnings “to make Renaissance a more attractive investment opportunity.” More>>

ALSO:

It's Spark Now:
Why Telecom Wanted To Change

New Zealand led the world when Chorus demerged from Telecom. It gave us a telecommunications industry structure where the network is completely separated from the products and services it delivers. The changes brought about a new market dynamic and it dramatically changed Telecom’s role. More>>

ALSO:

Glass Half Empty: Dairy Prices Fall To Lowest Since 2012

Dairy product prices slumped to the lowest level since October 2012 in the latest GlobalDairyTrade auction, paced by whole milk powder and cheddar. More>>

ALSO:

Get More From Scoop

 
 
Computer Power Plus

Standards New Zealand

Standards New Zealand
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news