Sarajevo CONSUL Proposals

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Goran Stranjgar Goran Stranjgar  •  2019-11-24  •    Nema komentara
Ugly- by- nature- fruits and vegetables
Ugly- by- nature- fruits and vegetables

Šifra prijedloga: Hrana-nije-Otpad-2019-11-50

RIO- is a subscription box filled with ugly-by- nature fruits and vegetables.

Problem- In Europe, about a third of fruits and vegetables produced are lost for aesthetic reasons or because they are overproduced. Over 56m tons of perfectly edible produce gets wasted in Europe because of this each year. This is a huge burden for the environment - but also, a lost potential revenue of €168 bn every single year. I would love to bring a great solution to Sarajevo and Bosnia and Herzegovina. So I have made some sort of a mission to make an RIO a subscription box filled with ugly-by-nature and surplus fruit & vegetables.  Food waste happens across all steps of the food value chain. It’s a pain to the farmers, who are often contracted to supermarkets and don’t earn income for the hard work and resources they have put into producing the crops. This trend is supported by the rising public and political discourse around zero waste, including less plastic packaging and recyclable materials as well as the strong growth of the organic and plant-based foods market.

Solution- At RIO, we make subscription boxes filled with ugly-by-nature and surplus fruit & veg that otherwise couldn’t be sold in normal markets. Where consumers struggle to identify truly sustainable product offerings that serve high-quality food - an issue often encountered while shopping in supermarkets - our box solution makes finding and using multi-sustainable ingredients easy. We operate according to principles of transparency by telling you exactly what’s in your box, why it’s in your box and how to use it while our ugly veggies will occasionally make you laugh out loud.

How it works- Here’s how RIO would work in practice: as a customer, you choose your box size, delivery plan and shipping method over our webshop, where you can also tell us which items you don’t like in your box. In the meantime, we source produce on a regular basis. We get lists of organic ingredients from farms, based on which we design your weekly box. On the day before your box is ready, you receive our email newsletter with box content, recipes, and food waste stories. After your box is packed, our logistics partners deliver it straight to your door by bike and car or to a pick-up spot nearby. All you need to do now is to get cooking!

Quality and circularity- By connecting supply to demand, RIO would be operating a business model that maximizes sustainability - in the environmental, financial and social sense. Part of the RIO quality would be also our packaging philosophy: we would reuse and recycle as much as possible. RIO comes in a wooden box, which we would collect back from our customers after each new box delivery. 

Business model- RIO would work as a direct-to-consumer subscription model, which makes it easier to predict revenue and plan our sourcing while offering greater flexibility to our customers. Subscription or single box purchase, skipping weeks, canceling or switching box size and shipping method could be done at any time in the customer backend.

The customers could be choosing between 3 box sizes that come in a weekly or bi-weekly frequency and can either be delivered right to their doorstep or to a pickup point near them. We would name them maybe for a small box - Small RIO, for mini box - Mini RIO, and for a big one - Big RIO. 

Market- The food industry is going through major changes, driven by the consumers who know we must change our diets now to make the world a liveable place for future generations. Combined with the convenience and affordable price that our RIO box would cost, we could make an attractive and competitive position in the market. 

Organic fruits and vegetables- Retail sales of organic products in Europe were valued at €37.3bn, experiencing 2 digit annual growth. The largest organic market in Europe is Germany (€10bn), followed by France (€7.9bn), Italy (€3.1bn), Sweden (€2.8bn) and Switzerland (€2.41bn). The SAID / Sweden FARMA II project announced that in 2018, international fruit trade in the fruit and vegetable sector was dominated by fruit exports with about 68 percent share and value of about 124 million KM. 


Supply- We believe that the need for RIO on the supply side is going to increase. This is supported by a 4% annual growth rate of organic farmland, with most organic farms located in Spain, Italy, France, and Germany. Our farmers would benefit because we would be making markets for them and new customers.

Customers and Brend - Our surveys have shown us that people would love to have this kind of solution available and would gladly use them. People said that they love our honest, provoking and down-to-earth tone of voice when addressing pressing issues like food waste. Our own research shows that our core customers would be sustainability-motivated confident and non-confident cooks of the Millennial group aged 25 - 37. They are urban, have adopted social media as their number one gateway to communicate with the world and purchase to a large extent online and mobile. Through various charity events and education that we would make we would promote a healthy lifestyle and a solution to food waste and more healthier life.




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