CONCLUSION

– The competitive market is growing but so is the demand. Organic food sales are expected to continue at 20-24 percent into the next decade. It is not unrealistic to assume that that this trend will and would eventually overtake conventional food production techniques and become the norm.

The competition for Spud! is not within other delivery services but the big grocery chains that are expanding their organic offerings as well as the farmers markets which are becoming more common. Both competitors leverage unique selling points. The Grocery chains offer the one-stop experience where produce and products can be held and scrutinized. In this setting customers are more likely to impulse buy or stock up on surprise sale items. For the Organic Grocery stores, like Whole Foods, they also offer in-store expert advice, a chance to really know your food and a bondable customer experience. The farmers markets, create an alternative setting which is half event and half grocery shopping. Often farmers mix with artisans, musicians and the experience is festive.

What both competitors do well is create unique settings that suggest and create AN ORGANIC LIFESTYLE EXPERIENCE.


SHIFTING FOCUS

Spuds needs to reposition themselves as the pre-eminent source for LOCAL (westcoast) organic production and the Organic Lifestyle as a whole. Spuds needs to create opportunities that allow for face-to-face interaction and experience. Still quite unknown, they need to expand on marketing efforts beyond the referral system. As 10 year organic veterans, they can capitalize on their expertise by actively educating customers and prospects.

These suggestions would involve building from Spuds delivery division and including an educational and outreach consultancy.