European soft fruit data viewable as a whole. From now on Roamler offers this on one clear dashboard with the newly introduced Berry Monitor. The crowdsourcing platform has been providing parties in the entire fruit and vegetable chain from breeders to retailers with detailed information and photos by using a smartphone community for ten years now, but now also offers this for the first time in a subscription form for the specific soft fruit category.
Jilles Klumper and Christiaan Rijnhout from Roamler
"Which brands are on the shelf? How many SKUs are included? What is the price (per kilo), the origin, the share of organic, the packaging size and next to which fruit is the soft fruit positioned? All questions that can be answered with both the photos but above all with the data that the 'Roamlers' collect, insight is gained. With this Berry Monitor, the chain has real-time insight into who supplies which soft fruit to which supermarket, at what price," says Jilles Klumper.
"Ideal data for exporters in, for example, South Africa, South America and Southern Europe, but also for buyers and account managers in Northwestern Europe. It provides easy tools to further develop category management towards retailers," Christiaan Rijnhout agrees. As the son of a fruit importer, he has now been associated with Roamler for 8.5 years.
"We received a request from a party in the soft fruit sector to frequently monitor the supply in the European fruit and vegetable shelf and when that demand arose from the market, we came up with the idea to offer this to the entire category. We have included the entire category of strawberries, blueberries and red currants, raspberries, blackberries and mixed packaging. The soft fruit category is still very fragmented, but is experiencing very interesting growth. That is why we see many opportunities for this Berry Monitor. Other market researchers can also subscribe to this monitor, because we notice that soft fruit sales, especially in the southern countries, are still a fairly blind spot in data land. "
600 locations in European retail
“We provide participants with detailed reports on unit, price and promotion, including photos of price tags and countries of origin of each product. The monitor provides good insight into the transition of seasons by tracking supplier and country of origin. By showing this in Power BI, this data is visible and accessible in real time in the dashboard. All photos are easy to view and download from the online environment," says Rijnhout. The Berry Monitor will officially start on January 1, 2021, but by then the first two rounds of European retail have already taken place and the first data has been collected at 600 locations of European supermarkets, including Aldi, Lidl, Tesco, Carrefour and E-Leclerc.
"We initially assume a monthly field visit by our Roamlers, but the more interested there are, the more detailed the data we can provide. Depending on the desired data, this subscription form comes out at a price of 1,000 to 1,500 euros per month and then the purchased data is always available to the customer," says Christiaan. When asked whether a Monitor will soon follow for other categories such as exotics or fruit vegetables, he replies: "We certainly hope for that, only we want to set up the Berry Monitor properly first. Last year, Roamler raised an investment of 20 million euros from Endeit Capital, SmartFin and Achmea Innovation Fund. The new investment is used to accelerate growth throughout Europe and this Berry Monitor is a first example of that! "
To gain access to the dashboard, send a mail to Christiaan Rijnhout for the login details.