As we do not sell directly to consumers, we cooperate with retailers and our retailers are very diverse: supermarket chains, small grocery shops, street fruit sellers, and a wide variation of those.
We had no idea who they were, what would attract them, how we could keep them happy. We believed that as our product was "first ever labeled, sorted, calibrated, ripeness measured, nicely packed Georgian fruit" our business customers would definitely like to try and offer it to their own customers. At the end of the day, retailers are supposed to buy whatever their customers like and we believed in the final consumer, we were doing everything having that ideal final consumer in mind and we were sure that final consumer would appreciate our work.
Then, on one frosty early morning, one of the fruit retailers told us something which actually defined what business academics call a customer value proposition: "I am buying your kiwifruit because" he took one piece of kiwifruit from the box, "your fruit is zero-loss category... every single piece of daily pack-out is sold, I did not have to dump any single of your fruits."
This means that a perfect product for consumer is also a perfect trading category for retailer, our business customer. We heard many times from other retailers more or less the same opinions about how profitable and convenient business with us is, and we became even more convinced in the prime importance of focus on product and the quality.
We had no idea who they were, what would attract them, how we could keep them happy. We believed that as our product was "first ever labeled, sorted, calibrated, ripeness measured, nicely packed Georgian fruit" our business customers would definitely like to try and offer it to their own customers. At the end of the day, retailers are supposed to buy whatever their customers like and we believed in the final consumer, we were doing everything having that ideal final consumer in mind and we were sure that final consumer would appreciate our work.
Then, on one frosty early morning, one of the fruit retailers told us something which actually defined what business academics call a customer value proposition: "I am buying your kiwifruit because" he took one piece of kiwifruit from the box, "your fruit is zero-loss category... every single piece of daily pack-out is sold, I did not have to dump any single of your fruits."
This means that a perfect product for consumer is also a perfect trading category for retailer, our business customer. We heard many times from other retailers more or less the same opinions about how profitable and convenient business with us is, and we became even more convinced in the prime importance of focus on product and the quality.
Photo: our kiwifruit on the desk of street fruit seller
We provided with POS promotion material
One can see the stark difference between our and other fruits
Nergeta kiwifruit on the shelf of Georgian supermarket
Contact me at:
