L'Orto di Jack

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?

• Multichannel: true omnichannel player in the sector
• Brand: improved visibility and location for influencer marketing activities (cooking demonstrations, etc.)
• More customer touchpoints: with modern and attractive design and wide offer (centrifuges, healthy snacks and products from our laboratory)
• Operations: small warehouse / pick-up point for B2B and B2C channels, improved margins and overall cash flows