Organic Fruit Juice Business Plan - Farmy Freshness

Innovation and
Entrepreneurship

Table of Contents
1. Executive Summary.................................................................................................................3
2. Start-Up Idea............................................................................................................................3
3. Industry Profile........................................................................................................................4
4. Business Model........................................................................................................................5
5. Point of Differentiation............................................................................................................6
6. Challenges................................................................................................................................7
7. Prospective Customers.............................................................................................................8
8. Marketing Plan.........................................................................................................................9
9. Competitor's Analysis............................................................................................................10
10. Source of Funding................................................................................................................11
11. Intellectual Property Rights.................................................................................................12
REFERENCES..............................................................................................................................13

1. Executive Summary
The start-up company with the name Farmy Freshness is about to launch organic fruit
juice in the market of London, UK. Farmy Freshness will offer their customers healthy and fresh
juices which will use only organic sweeteners and no any extra artificial agents in it. The
concerns related to health have been increased from the last few years and Covid-19 had played
an important role in increasing the health concerns. There is large pool of opportunity for this
start-up business. The main target of the Farmy Freshness to provide organic fruit juice. The
expected consumers of this young company will be the diabetic people, the people who are very
concerned about their diets also kids, sports enthusiasts and old aged group. There are many
companies that are selling and manufacturing the fruit juices. They are using fructose and other
added agents that are harmful for health of the consumers and Farmy Freshness will offer
organic fruit juice using natural agents that does not cross the brix levels. The company will be
promoting their business through mails, websites, various social media platforms and
newspapers. Also the major goal of the new company is to gain attention and faith of the
consumers to sustain in the competitive environment.
2. Start-Up Idea
The Farmy Freshness is start-up business. It is going to sell the fresh juice also it will
provide the fresh fruits that are not easily available in London. The Farmy Freshness will buy
fruits from other countries and provide the consumers organically sugar free juices. The added
sugars are harmful and have a negative impact the health. Also the people with high sugar levels
are using the artificial sugar free contents in their drinks that is also leaving the bad impact on
their health. The Farmy Freshness is using the natural sugar free contents in their products.
Jicama is traditional sweetener it is used as sugar it does not cross the added sugar labelling. It
will be used the juice if the extra sweetness in juice is demanded by the consumers. The juice
will be made when there is a customer's demand and they will not be adding any artificial
preservatives and added colours. So the juice will be organic and fresh. Also the consumers can
see the juice making process for their satisfaction. The company Farmy Freshness will also be
providing the fruits that are foreign fruits to their consumers at the reasonable rates. The
consumers will not have to compromise with the quality and price. Also they will be drinking

and eating healthy with the Farmy Freshness company. The Farmy Freshness will be opening
small stalls near their consumers so that the consumers can reach them with ease. The goal of the
company to take a step forward and make fruit juices more attractive across the London.
3. Industry Profile
The fruit juice production falls in the juice production industry of UK. The companies
that produce fruit juice, vegetable juices and concentrates are part of this industry. These
products may be fresh, cold pressed or pasteurised. Cold pressed are those which aids the storage
and shelf life. The smoothie production is also involved in the same industry. The products and
services that are included in this industry is juices, fruit and vegetable blends and smoothies.
The fruit juice industry has a strong influence of consumer trends on it (Panikuttira and
O’Donnell, 2018). This affects the competition on internal and external levels. A consciousness
towards the health is rising now a days among the consumers. This has supported the revenues to
the British government from last five years. The increasing health concerns have boosted the
customers to use the fruit juices and fruits and vegetables into their diets. The industry operators
have to boost it more and come with clear marketing strategies to improve the revenues. The
industry is looking forward to extend further in the next five years. The trends by the consumers
are more like to change and influence the performance of the industry. As the consumers keep up
with the healthier diets and stays concerned about the issues related to their health they will
choose the healthier options.