food and drink innovation network may 2008 abel & cole more than a box scheme! ella heeks may...
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Food and Drink Innovation Network May 2008
Abel & ColeMore than a box scheme!
Ella HeeksMay 2008
Food and Drink Innovation Network May 2008
More than a box scheme
1. More than a box scheme
2. Range development
3. Who buys from us?
4. What does this tell us?
Food and Drink Innovation Network May 2008
Food and Drink Innovation Network May 2008
More than a box scheme
1. More than a box scheme
2. Range development
3. Who buys from us?
4. What does this tell us?
Food and Drink Innovation Network May 2008
Food and Drink Innovation Network May 2008
Food and Drink Innovation Network May 2008
More than a box scheme
1. More than a box scheme
2. Range development
3. Who buys from us?
4. What does this tell us?
Food and Drink Innovation Network May 2008
Range development rules
1. A treasure trove, not a treasure hunt!
2. So….choose the single best product!
Food and Drink Innovation Network May 2008
Range development rules
1. A treasure trove, not a treasure hunt!
2. So….choose the single best product!
Food and Drink Innovation Network May 2008
Range development rules
•Choose the single best product…– Organic– Ethical– Environmental– Delicious– Small scale production– Good value
Food and Drink Innovation Network May 2008
An alternative route to market
Food and Drink Innovation Network May 2008
An alternative route to market
Food and Drink Innovation Network May 2008
An alternative route to market
“I’ve got a good price for my milk, I know what my margins are and I can budget accordingly. We’ve kept our cows and have
kept farming.”
Nick Gosling, Berkeley Farm
Food and Drink Innovation Network May 2008
More than a box scheme
1. More than a box scheme
2. Range development
3. Who buys from us?
4. What does this tell us?
Food and Drink Innovation Network May 2008
Organic life stages
1. Graduation
2. Procreation
3. Recreation
Food and Drink Innovation Network May 2008
Why do they buy from us?
•Values
•Product
•Convenience
•Connection
Food and Drink Innovation Network May 2008
Food and Drink Innovation Network May 2008
Why do they buy from us?
•Values
•Product
•Convenience
•Connection
Food and Drink Innovation Network May 2008
Food and Drink Innovation Network May 2008
Why do they buy from us?
•Values
•Product
•Convenience
•Connection
Food and Drink Innovation Network May 2008
Food and Drink Innovation Network May 2008
Since getting A&C deliveries….
• “We sit down and eat together as a family much more often.”
• “The kids love opening the box up and exploring the contents.”
• “I didn't think about where my food came from before buying from A&C”.
• “I ALWAYS buy organic now - no matter what”.
Food and Drink Innovation Network May 2008
More than a box scheme
1. More than a box scheme
2. Range development
3. Who buys from us?
4. What does this tell us?
Food and Drink Innovation Network May 2008
What does our success say?
•People want to do the right thing
Food and Drink Innovation Network May 2008
What does our success say?
•People want to do the right thing
•Our job: to make it straightforward
Food and Drink Innovation Network May 2008
Abel & ColeMore than a box scheme!
Ella HeeksMay 2008
[email protected] 020 8944 3705