Omnichannel and digitally evolved player in the Italian fruit and vegetable market, with a focus on the B2B segment.
€2.1 million in sales in 2020, up 100% annually for 2 years
Back in the black after Covid-19 restrictions
Synergies between the three channels B2B, B2C and Retail
Comprehensive team: both business figures and those with strong experience in the fruit and vegetable sector
Goal min 100 k€
OVERFUNDING New goal max: 700 k€
L'Orto di Jack ("ODJ") is an innovative startup and an omnichannel and digitally evolved player in the Italianfruit and vegetable market. We focus on 3 main channels:
We focus on "first choice": our fruits and vegetables are of the highest quality. In addition, we have a stake in a professional laboratory for the production of processed foods.
The company has already grown by 100% per year in the last 2 years without investments in digital and with positive EBITDA around 10% (except in the last year, due to the impact of the Coronavirus). We closed 2020 with €2.1 mln in revenue and are raising funds to continue our growth path.
We will deploy the capital raised to:
ODJ was founded in late 2017 by combining the skills of a traditional "retail wholesaler" (sourcing, product selection and logistics) with successful experiences in the restaurant industry.
1. B2B channel: Digitizing the fruit and vegetable procurement process for HoReCA.
In this sector the digital transformation has not yet begun (the standards are manual paper bubbles, absence of reporting and manually managed orders). There is therefore a clear possibility of disruption.
Having experienced the problems of the current model, we have decided to make the purchase/sale process leaner, more traceable and transparent, with clear benefits in terms of efficiency and marginality both for us and for our customers.
2. B2C Channel: Bringing the "chefs' choice" to people's homes.
In March 2020, we launched a B2C e-commerce that reached approximately 9,000 customers and fulfilled up to 300 orders per day. Sales after the lock down have physiologically dropped, but customers continue to buy, even without marketing investment.
We differentiate ourselves by offering "the chefs' first choice": higher quality than mass retail and special features (e.g. purple cabbage) usually distributed in B2B.
Generally, B2C e-commerce is burdened by high logistics and customer acquisition costs, which translate into growth achieved at the expense of profitability. Our B2C channel is ancillary and will grow in a balanced and lossless manner, thanks to synergies with an already scaled B2B channel.
3. Retail Channel: Developing a "smart"retail network
The first location opened in January 2021 (where a fruit and vegetable business with 40 years of history operated). Growth will take place by prioritising profitability over speed in openings, supported by our successful experiences in the restaurant sector. Why a Retail network?
© 2023 SiamoSoci Srl a company of Azimut Group - VAT number IT07464370969 - Via Timavo 34, 20124 MI - SC € 95.417,54 fully paid up - Registr. 8, resolution 19002 of 06/08/14