Launched just before the onset of the pandemic crisis, the first digital peasant cooperative in Romania offers access to natural, unprocessed products, based on a new concept on our market – meatbooking – reservation before slaughter. The unique recipe that appeared in a favorable context for the online market generated sales above expectations even after the removal of the restrictions, bringing Obor21 to a turnover of 100,000 euros after 10 months.
The unpredictable context of 2020 generated an accelerated growth in online commerce, Romanians aiming to supply online with a much wider range of products, especially in the category of essentials. Also, the evolution of the market shows an increasing interest towards fresh products with a clear traceability, as little processed as possible. These were the main growth engines for Obor21.ro, the first digital peasant cooperative in Romania.
The dynamics of sales was also determined by a constant increase in the number of customers and, simultaneously, the value of their orders, reaching an average of 230 lei / customer. After the first months of operation, the Obor21.ro client has emerged as a person aged between 25 and 44 years, with average and above average incomes, concerned with a healthy lifestyle, passionate about cooking, to experience new tastes. . At the same time, a basic characteristic of customers is the concern for a responsible lifestyle, which plans the distribution of purchased food and make purchases accordingly. 54% of customers who order are women.
Obor21.ro is the digital bridge between the village and the city, which offers access to authentic meat from the country, in 21st century sanitary-veterinary conditions, and the farmers raising animals have a market and taxed income. Caring for the environment is a concern, so reserving meat before slaughter is both a guarantee for freshness and a solution for responsible, sustainable, loss-free and unjustified slaughter., explained Florian Mateiță, co-founder of Obor21.
Focus on responsible consumption
Another factor that contributed to the success of the digital cooperative was the acquisition of new customers by recommendation. 1 customer out of 6 recommended Obor21 after the first order or returned to the online shop. The value of the average basket increased by 20% during the holidays, respectively April and December. On average, 5 products are added to the basket (3-6 kilograms), and the most popular are the beef (70%), followed by mutton and goat meat (10%), the rest of the orders being for specialties, respectively zahana.
Also, to ensure more than 98% of the meat distributed after slaughter, the founders of Obor21 have developed partnerships in the HoReCa industry. Thus, monthly, a percentage of 30-40% of customers are from the B2B area – traditional restaurants and grocery stores -, the percentage varying depending on B2C orders.
For 2021, the founders Obor21 aims to expand the delivery area outside the Bucharest-Ilfov area and, as far as logistical possibilities, to diversify the portfolio to new product categories, to support the concept of digital peasant cooperative. These include dairy products, but also a category of vegetables and fruits.
“We are exploring the possibility of expanding to other areas of the country, but for us it is important to stay true to the Obor21 concept and ensure product traceability. and after lifting the restrictions “, he also specified Florian Mateiță.
The Obor21.ro platform was launched in February 2020 by Iunia and Florian Mateiță, with an initial investment of over 80,000 euros.
The meat reserved through Obor21.ro comes mostly from the peasant households from Botoșani and Suceava counties. It is delivered to the final consumer exclusively by courier, under controlled temperature conditions, within 72 hours of slaughter, accompanied by a quality certificate. Meat reservation is a guarantee of freshness for customers.
Each label shall contain detailed information on the origin of the products, including the village where the slaughtered animal was reared, as well as the date of slaughter, the date of vacuum packing and the expiry date of the product. The meat is processed, including its packaging, in an EU authorized slaughterhouse (indicated on the label), and the entire flow to the customer’s door is taxed and designed to comply with veterinary rules.
Source: IQads by www.iqads.ro.
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