NZ collaboration links consumer insights to the produce value chain

Two leading New Zealand players in the global fresh produce industry have collaborated to deliver growers, packers and marketers powerful consumer insights into product performance, closing the final link in the soil-to-consumer process.

Radfords' Adam Cuming says the collaboration extends its value chain footprint from "soil to consumer

Software provider Radford Software Limited and consumer insights specialist, FORWARD HQ Limited have launched the joint initiative, the Consumer Experience module, which is expected to provide producers with unprecedented traceability and knowledge about what happens to fresh produce after purchase.

Radford chief executive officer Adam Cuming said this knowledge would provide a competitive advantage and drive continuous improvements across the grow, pack, storage and sell cycles of the value chain. Consumer insights gathered by FORWARD will be interfaced within Radfords’ existing Business Intelligence platform, FreshInsights as an add-on module.

“The consumer experience is the final moment of truth, the ultimate measure of produce performance. We can now provide producers and brand owners with information gathered along the entire value chain,” Cuming said.

Customising metrics to meet client objectives
“FORWARD, which has extensive experience in strategic research and insights, specifically in the primary sector, will source the information via various means such as surveys or a dedicated app, tailored to a customer’s objectives. Once interfaced into FreshInsights, customers can choose to combine those insights with other data sets from the grow, pack, sell and grower accounting cycles to provide full value chain visibility,” he said.

FORWARD global consumer insights director Carlo Magni said globally there were very few solutions as well integrated as the Consumer Experience, and none of them focused on produce.

“In New Zealand, we are the first to launch a Consumer Experience module within a specialised CRM (customer relationship management) and our value proposition is well positioned to deliver much-needed consumer insights, in extremely efficient ways, to grow the NZ produce sector and its presence globally,” Magni said.

Fresh produce businesses are invited to register their interest to meet Radfords and FORWARD at the Global International Fresh Produce Association trade show in Orlando, Florida from October 26-29 or Radfords at Asia Fruit Logistica in Bangkok, Thailand, November 2-4.

Register interest here

For more information:
Adam Cuming
Tel: +64 21 220 0292

Carlo Magni
Tel: +64 21 263 9795

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