James Parry - Freshlogic

"We can provide commercial insight into all supply chain stages and the markets they service"

Freshlogic is a specialist in fresh food research and an analytics firm with deep knowledge of fruit and vegetable market dynamics. The platform of their approach is the THRUchain system that maps supply through all distribution channels to consumption. This system is designed to capture how the influences on perishable products shape the flow to market and enable the volumes and values to be quantified.

"THRUchain is informed by a series of targeted data sets, and its essential value is in its completeness. By investing in maintaining this knowledge base, we can provide commercial insight into all supply chain stages and the markets they serve," explains James Parry, Business Development Manager at Freshlogic.

"We believe that in fresh fruit and vegetables, you need to be informed on both supply and demand dynamics as both can cause a fast and sharp impact on business economics.  

"Personally, my role is managing the interface between Freshlogic services and the commercial insight needs of our clients. We harness the best available analysis software and set ourselves to be highly responsive. The most fulfilling aspect of this is understanding client needs and working with our analysis team to deliver solutions ready-made for decision makers."

Last year during the lockdowns, Freshlogic stayed busy by investing in its services, most of which are provided online. The company has enhanced all of its dashboards to tell the full story for decision makers, as well as serve as a report and presentation content for meetings with trading partners. 

Other new and enhanced services include;       

  • Category Analysis service, which profiles the full supply chain, has been expanded to include state-level markets, household purchase metrics, food service channel volumes, and more detail on how household segment attitudes align with changes in shopping behavior.
  • Split Shopping is designed to profile the number of supermarkets shopped weekly by Australian food shoppers and has provided rich insight into the impact of social restrictions on shopper behavior and how the new trip normal may evolve.

  • Online Food Shopping is designed to profile the 10% of retail food that this channel has captured and extends to quantify online fresh fruit & veg sales.

  • Export Market Analysis, which is designed to provide the capacity to assess all annual trade in 22 export markets and includes the ability to assess southern hemisphere competitors and their supply windows. With 5 years of history included, clients are welcoming accessing the service for 3-month periods, during which they can assess their export performance and growth options.

Market insights
The food service channel is in patchy recovery, which is not surprising after a testing 3 years that commenced with the order aggregators capturing margin, covid restrictions keeping customers away, and most recently rising ingredient costs and skilled labor shortages. CBD food service locations are under pressure as office occupancy has not returned to pre-covid levels. However, some suburban locations are trading up as they capture growth from those working at home.

Australian households are shopping less frequently at retail food stores even after social restrictions have eased. This is attributed to the online channel, where the average spend is $165, capturing a share from the retail average spend of $48 and reducing trips required.

However, it is also attributed in part to shoppers' experience during covid restrictions, when they set out to reduce trips and found that fewer trips can work, and it can be easier. Inflationary pressure on household budgets, as expected, led to more shopping around for better prices, but in general tighter competition for fewer household trips is expected for the Australian retail food market.

Freshlogic will be at Hort Connection stand 286

For More information:
James Parry
Phone: +61 433 652 637

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