Eat Organic Now
Project under Thai Social Enterprise Office (TSEO)
My contribution: Content strategy designer, content writer, project co-ordinator
Thai Social Enterprise Office ( TSEO ), a government body organisation to support social enterprises in the country, was collaborating with Lemon Farm - the organic supermarket brand sup-porting small local farmers in Thailand, to prototype the Organisation Supported Agriculture (OSA) using the seasonal oversupply of organic rambutan form local farmers.
With the challenge of limited distribution channels and prohibitive price of organic products, the goal of the prototype is to validate an assumption that "If we provide consumer an easy access and relatively the same price as the market for the organic product, the consumer will choose the organic product over other alternatives."
We created a online platform “Eat Organic Now”, supported with weekly pop-up markets to bring the fruit directly to consumers using workplaces and local organic supermarkets as nodes of distribution. Eat Organic Now brings organic rambutans from the farmer directly to the hand of the consumer with a cheaper price, and tap into the company’s Corporate Social Responsibility to get access to more consumers in the urban area.
In doing this, we offer them 3 channels - online ordering, pop-up market in their company and small super market around their corner, and validate the demand size of each options. This will also be a test to see if the OSA structure would work in real circumstance.
The challenge & assumption
The experiment was set up as a 2 week- campaign - using 1 organic farmer, who drove back and forth from his farm in Chantaburi to Bangkok everyday. We used Facebook page and physical posters as communication tool. We launch our Pop-up market location and schedule on both channels to create awareness in the consumer. Below is the OSA structure we replicated in a smaller scale and tested.
The experiment set-up
The learning & implementation
5,400 orders from organization
and direct consumer in 2 weeks.
76% Organization consumer in weekly market at their office
15% Organic supermarket consumer
9% Individual consumer who ordered online
1.) The pop-up market at the company works most efficiently.
2.) When cheaper price and convenient come with the communication of what social impact they could create in buying the organic rambutan, most of the consumer will buy it.
3.) Logistic needs to be improved. Having organic farming driving back and forth everyday caused more hassle than renting a place to store the fresh rambutan.
This learning has been implemented in Social Enterprise Marketplace initiative at TSEO.