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Our Background is Organics.
The two founding partners that are behind developing this innovative idea have established a long and successful track record in the Organic Food Industry and in marketing and bring this valuable real world experience, supply chain and industry networks to the project, to make the supply and certified quality challenges achievable, and give the enterprise a practical, realistic and efficient business foundation.
Growing the Organic Food market.
High prices deter potential consumers.
We don’t plan to directly compete with established fast food chains and there will be a some price difference, but we believe we can make it small enough to actually be competitive in this market and thus create new demand for organic food.
Surveys conducted in 2000 and 2001 showed that 28 per cent of respondent Australian consumers were unwilling to pay any price premium at all for organic products. Between 18 and 21 per cent more of respondents were unsure if they would pay a premium (Sofres T 2001, The Organics Market Briefing Paper, unpublished report, quoted in The Australian Organic Industry: A Summary. Dept of Agriculture, Fisheries and Forestry).
This report also quotes a representative of one prominent supermarket chain, who told the researchers that from their experience ordinary consumers would not be prepared to pay a price premium above 15 per cent for organic foods.
This same Commonwealth Government funded survey found that expanding sales from the dedicated organic consumer to the general consumer may ultimately depend on a drop in prices.
Because of our unique position within the supply side of the organic food industry, we aim to place our products comfortably within that 15% margin and capitalise on the growing awareness of the ordinary consumer that food quality and diet make a real difference to health outcomes, life expectancy and quality of life. Positive effects on the environment are a bonus.
Many towns in Australia have rejected the well known Americanised fast food chains. We believe these towns such as Byron Bay, Maleney and Torquay are the perfect starting point for building our chain. Our branding and approach is uniquely Australian and our slant definitively organic. We believe communities who instinctively have rejected the Mult-national approach will respond to an Australian based healthy alternative, that capitalises on the speed and convenience of the drive-through business model but offers the food security of 'certified organic'.