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    Date submitted
  • 26-Aug-2017

Fruit Processing and Farming

Abstract

Reelfruit, founded in 2012, is a fruit processing company headquartered in Lagos, Nigeria. Its flagship products is a range of dried fruits and nuts, retailed at supermarkets, pharmacies, schools, hotels and airlines. The company is building a a commercial fruit processing factory to add economic value to Nigeria’s fresh produce within the country. ReelFruit is also investing in the value chain by working with mango farmers in Kaduna to increase their yields, quality and capacity. In partnership with IDH sustainable trade, Reelfruit has commenced farming operations in Anturu, Kaduna, piloting 6500 Keitt and Kent Mangoes on 14 acres of land. These activities employ 50 people, 90% of whom are women.

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Additional Questions

Who is your customer?

Our ideal customer is a 29+ working middle class working mother, who is busy and is looking for healthier food options for herself and her family. She is short on time, and are willing pay for the convenience of eating fruit on the go. We expect that Reelfruit’s target customer will have the following traits (in general): • He/she will be a health conscious consumer wanting to replace traditional snacks such as chocolate or cookies with a healthier option • He/she will have a reasonably decent income (upper middle to upper class) • Many will be families with children & active sporty people interested in outdoors or “healthy” activities. The children are also an important target market, as they always need snacks for school lunches or after school. Parents buy snacks for children but tend to eat some themselves • The consumer might be aware of or at least curious about organic food, but product quality is more important than specific labels. • He/she is most likely a supermarket shopper

What problem does this idea/product solve or what market need does it serve?

Our business solves a number of problems including reducing post harvest waste, which ranges from 40-90% for select fruits and thereby increasing farmer incomes. Our business has the potential to create much needed jobs in the country, as we currently have 82 people under our employ. We are also able to connect farmers to better farming practices and global markets which also ensure that they gain maximum value for their produce. It serves the global market of consumers that want healthier , more natural snacks.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

Our business is geared for success because as the first and largest dried fruit company in Nigeria, we have demonstrated a local market. We have the largest distribution across the country and we are more competitive as we backward integrate in the value chain. We have also commenced farming operations with a network of farmers to ensure quality and raw material supply. We have exported our products to Switzerland, the US and UK, giving us global reach.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

ReelFruit has built an impressive team staff and consultants to execute this project. Our current team which includes a head of sales, operations, production ensure that structures are put in place to continue to grow the business. We have also selected the best consultants to help with expansion plans who have experience in international markets, factory management, processing and farming.