Introduction

Our mission at Fresh At Heart is to encourage and enable fresh food producers to produce the cleanest, safest and highest quality food, and to give consumers peace of mind when it comes to their fresh food supply. 

Fresh At Heart enables discerning consumers in the cities to purchase fresh food produce that meet their demand for quality, safety and transparency. At the same time, we provide access to market for producers of quality conscious food and help them to distinguish their produce from other suppliers.

Consumers are increasingly becoming aware of the importance of healthy, safe and natural sources of fresh food as a key pillar of good health. A gap now exists in the fresh food market to supply this demand. This trend in food consciousness is gaining mainstream attention and will take off as awareness will only increase.

What We Do

The Challenge

There are market inefficiencies that take place between the supply and demand in the fresh food space. Consumers find it hard to find credible fresh food retailers whom they can trust. At the same time, fresh food producers also face other obstacles such as building and improving their own brand, receiving a sustainable income for their produces receiving feedback and having reliable analytics of the demand. 

 

Food Producers

• Price Takers with no real bargaining power
• Limited rooms for branding & pricing
• No efficient feedback mechanism from end consumers

 

 

Middlemen, Distributors, Retailers

• Inefficient, but usually price-setter, with gross-margin > 50%
• Manual & long supply chains (3 to 5 parties along the supply chains) lead to high costs
• Unable to plan efficiently leads to high wastage or low quality (multiple freezing / usage of preservatives)
• Provides no transparency

 

 

Consumers

• No trusted & prominent channels for locally produced fresh food
• Often overpay for limited value in return
• No transparency on the traceability of the food purchased

 

Our Solution

Fresh At Heart by The Fish Club buys directly from the source, manages the in-house processing, vacuum-packs and delivers the fresh food directly to our consumers’ doorstep. Alternatively, the customers can also pick up the goods from our collection points.

Why Are We Different

Benefits to Businesses/Industry

Less Wastage. We work with less wastage due to the shorter supply chain. Traditional food waste begins the moment it goes onshore. produce are damaged through multiple supply chain all the way to throwing unsold produce in malls.

 

Higher Margins. We work hard such that our farmers and fishermen make more money with fewer transactions involved.

 

Efficiency with O2O. Our store efficiency is higher through the O2O model. 4x more sales per square feet vs. industry competitor. Hybrid online/offline sales saves time in purchase & product management. Our offline stores operate as a warehouse, fulfilment center & a retail outlet, decreasing our logistic cost and maintaining our products quality. Each store functions as a fresh product proximity port for consumers & enterprise management.

 

Data Collection. Data is at the core of our business. Our price management and inventory are managed through proprietary technology. Targeted marketing campaign with consistent data captured.

 

Benefits to Consumers

True Convenience

• Our process of cleaning and packing our goods while they are fresh, allows customers to buy in bulk now and cook later
• Customers have the option of buying online or offline, through self-collect or courier
• We offer a variety of products, from seafood to poultry, organic, imported and more
• Hygienically packed to minimise smell

Guaranteed Quality

• We buy directly from the source
• Our inhouse process – we clean, vacuum pack & blast chill the goods while they are fresh
• Shortening the supply chain prevents multiple attempts of preserving or freezing/chilling the produce, which leads to loss of texture, nutrients, color & flavor
• Blast chilling, as opposed to common freezing, does not rupture cells of food, preserving its fresh taste, increasing shelf life from 6 months to 2-3 years.

Our Traction

Quarterly Sales

We are looking at RM200,000 per month average - growing to RM1,000,000 per month in 2019.

Customer Metrics

Strong Customer Reviews Correlated with high CLV

Our Market Opportunity

Our Strategy

Short Term:

1. Expansion of offline channels through store expansion - opening 10 stores in the next 3 years
2. Triple the CLV from RM 1,200 to RM 3,600 by expanding our product range beyond seafood to gain a larger share of the market
3. Improvement in unit economics (for e.g. decrease the unit delivery costs by up to 5 percentage point)

Long Term:

• To become the leader in fresh food trading including both wholesale and retail, enabled by leading technology

Sales Forecast

Avg. store setup cost	RM300,000
Avg. store monthly sales revenue	RM200,000
Avg. store online monthly sales revenue	RM300,000
Currently 1 warehouse average monthly revenue	RM200,000

Usage of Funds