L'Orto di Jack 2

ODJ was founded at the end of 2017 by combining the skills of a traditional "retail wholesaler" with successful experiences in the restaurant sector. To date, it is an innovative startup and an omnichannel playerand digitally evolved in the Italian market of ortofrutta, covering all channels.

B2B channel: Digitalize the fruit and vegetable provisioning process for the HoReCA

In this sector, digital transformation has not yet begun (the standards are manual paper bills, no reporting and manually managed orders). There is therefore an obvious possibility of disruption.

The ODJ founders have seen the problems with the current model, and have decided to make the supply process more smooth, traceable and transparent, with obvious benefits of efficiency and marginality for both ODJ and its customers.

B2C channel: Bringing the "chef's choice" into people's homes

ODJ differentiates itself by offering quality superior to mass retail and particularities (e.g. purple cabbage) usually distributed in B2B. Generally B2C ecommerce is weighed down by high logistics and customer acquisition costs, resulting in growth achieved at the expense of profitability. The ODJ B2C channel is ancillary and will grow in a balanced and lossless manner, thanks to synergy with B2B and Retail channels.

Retail Channel: Creating one of Italy's first "branded"

The greengrocer is a coded format, but still run as a "mom and pop store". There is a clear possibility of consolidation as happened for other similar businesses (dental clinics, pharmacies). ODJ takes over existing/historical businesses, which it manages in the best possible way thanks to the retail experience of its members. Why an Italian Retail chain:

• Multicanality & Brand: a true omnichannel player in the sector with a recognisable format
• Marginality: improvement thanks to higher volumes and use of expiry products in the ODJ lab
• More customer touchpoints: with modern and attractive design and new product lines to increase the average basket (centrifuges, healthy snacks and products from our lab)
• Operations: small warehouse / pick-up point for B2B and B2C channels, centralization of administrative functions, improvement of overall cash flows
• Professionalization: focus on analytics / unit economics thanks to ODJ control panel for point of sale integrated with central management

The ODJ service is really differentiating: playerintegrated that controls the entire value chain supported by digital developments and having all the levers available to deliver what customers really need:

• Quality and price thanks to product selection and supply always more directed by the growers
• Flexible service and personalized thanks to control over stock, control over inventory, logistics and trade policies
• Digital developments that ensure a streamlined ordering process, detailed reporting and price transparency
• Channel integration with an omnichannel perspective.

On the L'Orto di Jack 2 campaign an optional Republication service is available for a fee.