Fruit Day is a leading retail brand for fresh produce. They recently announced that they intend to upgrade fresh produce convenience stores in communities and change the name to "City Farm Healthy Vegetable Collection" to provide consumers with a more convenient, fashionable, and varied consumer experience, as well as to upgrade the service potential of their fresh produce retail.
The BCG survey of Chinese consumer confidence shows that 63% of consumers hope to see more high-quality fresh produce. There is great potential in the fresh produce market. As the market grows more and more divided, medium- to high-end consumers also have growing demands for new types of fresh produce convenience stores in their communities.
The new and upgraded fresh produce convenience store "City Farm Healthy Vegetable Collection" draws the attention of medium- to high-end consumers as the best choice for a complete, healthy lifestyle. The store provides all the fresh produce and daily household items that a family requires. The store has simplified its collection. They reduced items that are not frequently used to create more room for commonly used items.
At the same time, City Farm made an effort to establish the high-quality "Farmer Service". They reduce the number of employees who promote products and increase the number of employees who provide actual service. Their services include processing of fish and meat products, handling fruit and vegetables, semi-finished food products, a supervised area where consumers can leave their purchases, and quick delivery of fresh products. City Farm targets a younger generation of fresh produce consumers.
Apart from this, City Farm consistently selects the highest-quality products from around the world and distinguished products from outstanding importers and exporters. All the products are managed under City Farm's own green product system and carry a QR-code with information on the product origin. Consumers can learn all the particulars of their products from farm to table in an area of the store called "Farm Food Research".
City Farm has taken its first steps by opening up 3 stores in Shanghai. This month they will open five more new stores. City Farm plans to open 20 more shops in the medium- and high-end communities of Shanghai in 2018.
More information on Fruit Day
Fruit Day was established in 2009. It is the leading new type of fresh produce retail business in China. Fruit Day carefully chooses the most delicious fresh foods from all over the world. They have an online app, supermarkets in cities, fresh produce stores in communities, and intelligent unmanned service terminals. All of these are integrated into an "organic" system that is designed to satisfy all the demands of consumers. Currently, the Fruit Day app already has 15 million users and provides services in 86 cities.