social enterprise thought leadership
Case Studies
The Brief
To capture deep insights into the current operating environment and business challenges of Australian fruit & vegetable growers, informing the development of robust, engaging thought leadership content that can help the client strengthen its brand positioning.
To capture deep insights into the current operating environment and business challenges of Australian fruit & vegetable growers, informing the development of robust, engaging thought leadership content that can help the client strengthen its brand positioning.
The approach
The research used an online methodology, surveying fruit and vegetable growers about the current state of their business, challenges, and relationship with buyers.
Sample was sourced through a combination of online research panels, personal networks, and client contacts.
The research used an online methodology, surveying fruit and vegetable growers about the current state of their business, challenges, and relationship with buyers.
Sample was sourced through a combination of online research panels, personal networks, and client contacts.
The challenge
Fruit and vegetable growers are a niche community, meaning that it was particularly challenging to capture a robust and reliable sample in this research.
Given a range of sampling methodologies were used, the data was heavily scrutinised to ensure it include a diverse cohort across a range of dimensions (e.g. location, size, crop type, customer base, etc.).
Fruit and vegetable growers are a niche community, meaning that it was particularly challenging to capture a robust and reliable sample in this research.
Given a range of sampling methodologies were used, the data was heavily scrutinised to ensure it include a diverse cohort across a range of dimensions (e.g. location, size, crop type, customer base, etc.).
The insight
The research uncovered the extent to which wastage is an issue in the Australian fruit and vegetable supply chain, and the actions that growers would like to see supermarkets and other commercial buyers take to help grow the market for imperfect produce.
The research uncovered the extent to which wastage is an issue in the Australian fruit and vegetable supply chain, and the actions that growers would like to see supermarkets and other commercial buyers take to help grow the market for imperfect produce.
The outcome
The client has achieved strong media coverage of the research findings and report, being picked up by a range of trade and mainstream media channels, including digital, print and TV.
The client has achieved strong media coverage of the research findings and report, being picked up by a range of trade and mainstream media channels, including digital, print and TV.
