In today’s digital age, traditional businesses are rapidly shifting their operations to the online realm, and the grocery industry is no exception. In 2017, Thabo Mazimbuko established Freshly Organics, an online store that is transforming the way people access fresh produce.
He says that selling fresh organic vegetables online and delivering them straight to the doors of consumers comes with a host of financial and operational benefits.
“I realised that most of the ladies didn’t have time to go to the grocery store. So, I created a platform for them to easily produce for food and that’s how fresh organic was born,” he says.
Apart from the benefit of customer convenience, Mazimbuko also benefits. Compared to a physical store, Freshly Organics has lower overhead costs, a wider customer reach, and reduced labour costs.
Memorable first impressions
The launch of Freshly Organics was a dream come true for Mazimbuko and he explains that brand identity matters to him. This is why he chose a name that would help him create a memorable and positive first impression.
“I wanted a name that will cover our vision, of being the number one supplier of healthy food. We encompass fruit and recently smaller suppliers want to get involved because they feel our brand can align with their products,” he explains.
Freshly Organics sells a variety of products. From microgreens to spinach, cauliflower and even rosemary. Mazimbuko has also brought in more suppliers to help diversify his offering to his clients.
“Most of the produce is from third-party suppliers.”
Successfully managing customer orders for an online vegetable store requires efficient processes, excellent customer service, and effective communication.
Mazimbuko explains that his customers have a window period of a week to order before the produce is delivered. “I acquire my vegetables based on orders I receive.”
Running an online vegetable store can be a rewarding business, but it also comes with its own set of challenges. “Since I am dealing with perishable items it has been a challenge. If the fresh produce doesn’t sell, they rot,” he says.
Trying a different marketing strategy
Mazimbuko’s advice to those looking to tap into the online world of selling veggies is to simply start with what you have.
“For our online store, we started with R2 000 because initially, I used to go to the Joburg market and sell to the cooperate ladies,” he says.
“There’s definitely money [to be made] because food is essential, you just need reliable and constant suppliers.”
Today, his business is thriving because he tried something different for his marketing strategy,
By going online and making it accessible for people to see the product and what they are buying has benefitted Mazimbuko’s a great deal. “I also tried social media marketing; I will post about our service and most people got to us through socials,” he explains.
Mazimbuko’s advice to young people thinking about venturing into business:
- Don’t overthink, go for that dream.
- Keep on learning.
- Use social media to your advantage.
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