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FRESH & FIT
By: Candice Silver, Jessica Zamudio, and Tony Stallings
“Our mission is to develop and control supermarket operations, which provide a healthy, inspirational, and fun life style by delivering high quality, FDA approved products, which are administered sustainably by our educated, customer loyal employees.”
Clean meat, seafood, produce, and groceries such as dry goods, frozen, and dairy
Nutritional supplements, personal care items; makeup and soap
specialty aisle, includes alcohol such as beer and wine
Competitive Advantages
Sustainability:
-implemented when raising and growing our products
-We have respect for all forms of life and are educated on regulations and holistic actions
-build strong and healthy communities so that the future generations can have resources to build off of
Success Story-Christine Samuelson
• Lost 125 lbs
• “Going from 2,500 calories a day to about 1,450 by ditching the drive through, avoiding processed foods, and replacing six-sodas-a-day with water.”
Organic Market Industry
Is quickly growing but is also relatively recent
For thousands of years, farmers worked in partnership with the land elements, practicing organic farming
Advent of the Green Revolution 1940’s- introduced widespread use of synthetic chemicals to boost growth
Consumer education
Better quality
Pricing
Supply driven by demands
Consumer Profile
Trends: local food, environmental friendly, gluten free
Demand: growing and education
Distribution Channel: differentiation
Secondary Research:Surveys: Developing a questionnaire for FDA approved markets
1. Consumers general opinion about organic food and shopping habits
2. Section dealing with trust3. Design a demographic profile
of our respondents
Primary Research: FDA All Natural Requirements
FDA- Food and Drug Administration
FDA is responsible for the public health by protecting the country’s food supply.
All natural FDA requirements- No added color, no artificial flavors, and no synthetic substances.
Allows all natural products to contain chemically processed ingredients
Genetically modify ingredients and grow with pesticides.
Fish, meat and poultry can be raised with growth hormones and antibiotics
Challenges
Getting large companies to develop social responsibility: gaining support for local food producers, fair trade, commitment to organic products
Gaining trust from the consumer
Business Model
Thousands of everyday shoppers and consumers are highly involved within the health and wellness industry.
U.S. sales of organic food and beverages have grown from $1 billion in 2001 to $24.8 billion annually in 2009. Sales in 2009 represented 5.1 percent growth over 2008 sales.
Many consumers are willing to pay a higher price for these foods and goods in order to know they are receiving quality well sourced foods and products without any unnatural or unregulated ingredients within them.
Marketing
We will begin spreading the word of our USDA FDA approved market with hyper local advertising by starting first with the customers themselves. We will explain what our market is fully about and what we seek to improve for the public, and the benefit that the markets will provide.
We will also make: A website explaining what we have to offer in detail.
Informational brochures
Signs and pamphlets
supermarket promotions.
Our target market involves nearly everyone who simply grocery shops, along with individuals that live a healthy lifestyle, or are interested in creating a change into healthier habits.
Distribution- would come from local farmers and we would sell our own line of cosmetics and supplements.
Financial Projections
Cost of goods- Our market would contain about 4,000 units of foods and products, received at a low cost for us.
Pricing- organic foods and products usually have a 60% mark up compared to its usual non organic products. range in price from $8- $100 depending whether it is food, supplements, or cosmetics.
Five year plan- our sales over a 5 year period would be at about $15,000,000. Our annual income after tax would be about $500,000.
We believe being one of the few 100% USDA FDA approved markets, that would have about 30% of the market within the local area.
Funding
In order to open our own location, buy materials, and market our USDA FDA approved market, we would need about $500,000 to get properly up and running.
Timeline
Research and Development
2014
Market Research and Funding
2015
Product Development 2015
Product Release2016
Management Team
CEO & Founder Candice Silver
Marketing and Production Strategies
Tony Stallings
Operation, Research and
Sales Jessica Zamudio
Questions?
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