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Abel & Cole case study: appealing to consumers' ethical and convenience needs

Published by: Datamonitor

Published: Aug. 12, 2008 - 16 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
Organic box schemes have become increasingly popular on the home delivery market
Organic box schemes grew by over 50% in the UK in 2006, appealing to ethical and convenience needs
Organic box schemes have benefited from the rising popularity of organic produce
The credit crunch could harm future growth
Future growth of organic boxes could hinge on the ability of companies to convey an image of an affordable and necessary luxury
Abel & Cole introduced one of the first organic box schemes in the UK
Founded in the 1980s, Abel & Cole has grown to a £30 million business, with over 50,000 customers
The company uses a network of around 120 independent producers across the UK, which underlines its ability to market local and seasonal produce
Abel & Cole is attempting to expand with the help of Phoenix Equity, which bought a stake in the company in 2007
The company attempts to run an ethical business by implementing various practices
It sources the majority of its produce in the UK
Foreign sourced produce is often fair trade certified
The company does not use air freight and has an efficient delivery service
As well as its home delivery service, the company has branched out into other areas
Abel & Cole's Brain Food business offers healthy food delivered to offices
The company's Farmer's Choice division is a non-profit venture that provides fundraising boxes for schools
Abel & Cole aims to open its first shops in the near term, bringing its products to the high street
APPENDIX
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Figures
Figure 1: Abel & Cole organic boxes contain a varying selection of fruit and vegetables, depending on the season
Figure 2: Abel & Cole clearly states its guiding principles on its website
Figure 3: Abel & Cole operates sideline businesses aimed at schools and offices, called Farmer's Choice and Brain Food

Abstract

Introduction

This report on Abel & Cole forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on the organic box scheme company's successful business model, and how it plans to continue to grow during periods of economic downturn.

Reasons to Purchase
  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify specific areas for operational improvements
  • Capitalize on the knowledge of experienced companies when entering a new niche or market


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