Baskets in two sizes: 40 and 20 servings
Delivery points of the Fruitful Office are currently available in every corner of the Federal Republic: Frankfurt, Berlin, Essen, Hanover, Karlsruhe and Munich. And two new locations are being planned. The business model, originally started in the UK, is simple but successful. Reuß: “Our advantage is also that we have our own warehouse and staff at each delivery point. This allows us to supply companies with different locations cost-effectively and with just only one invoice. Burberry, for example, is an important customer of ours: the company is represented throughout Europe and is also supplied by us outside Germany in the United Kingdom, Benelux and Ireland.”
After the German branch was founded in 2011, Fruitful Office was located primarily in the Frankfurt Frischezentrum. Reuß: "The initial phase was twofold: of course, the business model has existed since 2006 in the Netherlands and Great Britain. On the other hand, we have expanded the company here in Germany step by step, without external capital. That was hard: I was sitting alone in the Frischezentrum and simply called companies in and around Frankfurt.” After three years, the move to the outskirts of Frankfurt followed, to a more flexible place with conversion possibilities.
Along with nutritional campaigns such as ‘Five a day’, interest in office fruit grew. The main thing is that customers know exactly what they need every day. The company does not work with weights, but with portions or amounts per person. There are two sizes in the program: one of 20 servings and one of 40 servings, with one portion being a piece (pear, apple) or a handful (grapes, plums). Reuß: "We just want to the customer a means to calculate the amount of fruit, so that it becomes concrete. Our main goal is to offer them at least one piece of fruit a day.”
But it is a big challenge to guarantee quality permanently. Fruitful Office also faces factors such as damage and trade embargoes. Nonetheless, the prices of baskets remain the same all year round. Reuß: “We have fixed sales contracts and direct lines with producer cooperatives in Italy to allow for short transport routes. Bananas are a bit more difficult, so we rely on importers. However, it is important to us not to pass on pricing problems to the customer. And the more baskets you buy, the lower the unit price will be.”
Although the fruit baskets still dominate the main business, the shipping boxes of the company are also very popular. These are packed in the UK and are sent directly to the customers. Reuß: "There are several differences between the baskets and the shipping boxes. First there is the look, since the baskets are of course very presentable. Second, the amount of fruit. The boxes, of course, contain more. Finally, flexibility is bigger with the baskets. As an additional service, we personally deliver them to each floor so that our customers do not have to worry about anything. In addition, we have less control over boxes. We try to guarantee a one-day delivery, but we are partly dependent on the supplier.”
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