JustFresh – The Market for Food Producers & Urban Consumers

JustFresh, a Ghana-based online marketplace and delivery portal for healthy farm produce, salads, juices, smoothies, sandwiches and healthy natural processed agriculture products.

They offer customers fresh, healthy and locally grown, chemical and preservative-free products in innovative packaging and offerings. JustFresh is the answer to an increasing demand for locally grown, fresh and healthy food for delivery in view of the increasing fast paced Ghanaian life.

Just Fresh supports those in the agribusiness value chain as the team seeks to provide them an assured market for their produce. Also, individual consumers, hoteliers, restaurateurs and grocery shops are able to source their products with ease and convenience.

The Birth of JustFresh

JustFresh was birthed as a brand under AgriPro, A network of changemakers developing groundbreaking ideas and solutions for food security, job and wealth creation. During one of Agripro’s weekly-organized organic market called The ACCRA GREEN MARKET based on the constant demand by market visitors to have the produce delivered to them in their homes and offices. The team realized as well that working professionals and expatriates do not have the time to search for food and would be interested in having healthy meals delivered to them anytime of the day, whenever they need it. Thus, JustFresh was established.

Killing Two Birds With One Stone

They kill two birds with one stone in essence. Providing guaranteed markets for food producers and providing healthy fresh produce to urban consumers in a convenient way. The venture is aiming to cut short the regular visits to markets and grocery shops and have the produce delivered at the consumer’s doorstep. Fresh and healthy food products in innovative packaging delivered efficiently.

The team is passionate about changing the way people eat. Their pop-up smoothie, salad and snack bar scattered around the city will ensure you have access to good food. Currently opening two of these outlets pop up bars in April 2016. This means the menu, service, outlets and staff will all be focused on healthy food that can be served in a quick, engaging way for active, on-the-go customers. With a commitment to flavor and great service, they make it simple, fast, and delicious to fuel your body while allowing you to handle the other things in your life.

JustFresh startupworld

Current Endeavors, Growth & Investment

They have been operating solely online offering only delivery services. In April 2016, they are opening two healthy food franchise in the city.

In less than a year of operation, venture has become one of the largest healthy food brands in the country, with a gross profit margin of around 35% and supplying food & drinks to expatriates, multinationals, and telecommunication employees with a 90% customer satisfaction rate. The venture claims that at this rate they will able to break even in less than a year from now.

Their clientele includes employees of Ogilvy & Mather, Ernst & Young, WoolWorth, General Electric, UT BANK, Orangery, Vodafone High Street, Standard Chartered Bank
Rana Motors, Staff of German Embassy, Staff of US Embassy etc.

The investment has been directly from their board and core team. So venture are 100% self-funded. 

Challenges & The Expansion Plan

Just Fresh’s biggest challenge has been limited delivery infrastructure to meet the customer’s demand. Sometimes they have to turn down an order as a result of limited motorbikes or cars to do the delivery as the demand for the product is on the rise. The team is currently working on securing access to make this challenge a thing of the past.

“What makes us excited is when we get recommendations, or online mention from our customers about the quality of our products. We won’t stop making people inspired to live a good life and eat good and healthy food.” – JustFresh Team

Justfresh - startup world

The venture has an ambitious goal of having a JustFresh Franchise around the world in the next 5 years and competing with global healthy food brands. The venture claims that their Franchise model supports 10,000 farmers and food producers, opportunity to access their-own 100acre farm and a revenue of $ 2,000,000 within three years with a profit markup of 25%.

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