Granjeo.es aims to bring the social experience of shopping for food online by connecting farmers directly with customers. Their research found that while quality is important to customers, only 30% choose organic due to price. Most customers shop at the same store out of trust and loyalty. Granjeo.es believes an online platform that provides traceability and accessibility to farmers can help farmers sell locally and gain customer trust, while lowering food prices.
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1. Granjeo.es
brings
the
social
experience
of
food
purchase
to
the
online
grocery
shopping.
2. what
we
did
so
far
•
research
on
problems
of
food
distribu:on
in
SPAIN
-‐two
online
customer
discovery
surveys
for
end
customers
-‐one
face-‐to-‐face
interview
with
a
farmer
-‐one
survey
for
face-‐to-‐face
interviews
with
farmers
(data
acquisi:on
is
right
now)
-‐es:mated
business
market
size
in
two
different
scenarios
for
our
business.
3. what
we
learned
so
far
• Non-‐organic
produce
is
difficult
to
TRACE.
• ca.
60%
of
all
surveyees
state
they
WOULD
buy
local
or
organic
produce
ONLINE
it
they
were
CHEAPER.
• Those
who
currently
do
NOT
BUY
organic
produce
would
NOT
buy
organic
produce
ONLINE
even
if
it
was
cheaper.
Price
does
not
seem
to
be
the
hindering
factor
for
not
choosing
organic
produce.
• Those
who
currently
DO
buy
organic
produce
would
buy
it
online
if
it
was
cheaper.
4. what
we
learned
so
far
• Although
the
vast
majority
of
end
customers
answered
that
QUALITY
is
their
main
criterion
for
selec:ng
fruit
and
vegetables,
only
30%
of
them
chooses
ORGANIC
products
(for
many,
the
reason
being
the
too
high
price).
• The
vast
majority
shops
always
in
the
same
shop.
When
asked
why,
many
men:on
loyalty
and
trust.
They
trust
that
their
loyalty
to
one
shop
will
reward
them
with
products
selected
by
the
grocer
especially
for
them.
5. Our
Hypothesis:
• In
our
opinion
their
trust
in
the
grocer,
among
other
reasons,
compensates
for
the
lack
of
traceability
of
non-‐organic
products.
This
would
also
explain
why
these
customers
are
reluctant
to
buy
online,
while
on
the
other
side,
people
who
eat
organic
food
are
more
open
to
e-‐commerce
solu:ons,
as
in
this
case
it
is
the
product
itself
that
provides
them
with
extensive
traceability.
6. What
our
research
tells
us…
• In
Spain
there
are
a
few
websites
that
aim
at
connec:ng
directly
farmers
to
their
end
users.
• They
limit
mainly
to
offering
e-‐commerce
solu:ons
to
individual
end
users
rather
than
purchasing
groups..
•
They
seem
to
have
a
limited
success.
• We
found
only
one
website
that
is
fairly
similar
to
what
we
plan
to
do.
We
believe
however
that
the
implementa:on
of
the
interface
is
poor.
• The
fact
that
these
websites
exist
is
a
PROOF
that
the
problem
does
exist
and
someone
is
already
trying
to
solve
it.
• Clearly
the
tradi:onal
solu:on
of
food
distribu:on
with
many
intermediaries
INCREASES
PRICES
without
on
the
other
end
providing
us
with
product
TRACEABILITY.
7. The
farmers’
point
of
view
(preliminary
data)
• Many
coops
are
currently
struggling
to
compete
with
cheaper
imported
goods.
•
Therefore
they
are
interested
in
a
pla`orm
that
helps
them
sell
their
produce,
especially
on
a
local
scale.
8. We
believe
that
•
traceability
is
a
crucial
aspect.
•
people
value
the
human
experience
of
buying
their
food.
• We
need
to
provide
the
social
experience
of
food
purchase
to
the
online
shopping.
• In
order
to
gain
the
trust
of
the
end
users,
farmers
must
be
seen
'accessible'.
• The
internet
is
the
best
instrument
to
cancel
the
distance
between
the
farmers
and
their
customers.
For
all
of
the
above
we
are
convinced
in
pursuing
this
idea
further.
9. Conclusion
• For
all
of
the
above
we
are
convinced
in
pursuing
this
idea
further.