Client description: Non Governmental Organization

Practice area: Market Research, Strategic Positioning

Geographic scope: US Virgin Islands

Industries involved: Education, Food

Services applied: Market Opportunity Studies, Competitive Intelligence

Business challenge: The client engaged in a project involving three pilot-scale aquaponics sites received a grant to cover the cost of land. In order to efficiently use the available resources and grow revenue, the client wants to evaluate the market opportunity for a business that grows organic produce locally and create a go to market opportunity to sell to local businesses.

Methodologies: Exhaustive secondary research cross-referencing census, production and import data. Over 50 face to face and telephone in depth interviews with pre-qualified thought leaders, importers and buyers from foodservice, hospitality, food retail/wholesale, universities and hospitals.

The result: A full report estimating market size, market share for fresh produce and percentage of winnable market; analysis of market dynamics & trends; breakdown of key players/competitors; channels; buying behavior; unmet needs and keys to success. Also contained within the report was assessment of commercial buyers’ decision drivers and willingness to purchase produce from NGO.

Findings revealed that although there is no organized marketplace most buyers were open to purchasing from a new local supplier. There was tremendous good will and enthusiasm from local government authorities, universities, buyers/importers, and associations to support venture and purchases from a new local supplier. Buyers were willing to pay more for local grown products and support an organization that connects profits to social programs. The overall feasibility of the project was unknown as the production/operations were not examined and it was unknown if the estimated market size is large enough to support the planned investment. The key to success was to make it easy for buyers to receive consistent quality, quantities and competitive pricing. Final recommendation for go to market sales strategy included client participation, if not leadership, in organizing a local fresh produce market cooperative/distribution market.