Loyalty to small shops is secret of organic brand’s success

Organic food brand What on Earth says its strategy of only supplying specialist independent stores helped it buck retail trends last year.

The company saw output and revenues rise by almost 50% on 2010 figures.

During the year the company delivered over half a million products to its customers. This included seven tonnes of hummus, five tonnes of mezze and more than three tonnes of babaganoush.  What on Earth’s chefs also managed to cook in excess of 23,000 buckets of soup and more than 16,000 pizzas and pizza bases.

Co-founder, Jeremy Jaffé, commented: “We work with small, high-end suppliers and I think this is why we have managed to buck the trend.  It has offered some protection against the rising food prices that are affecting supermarkets across the country.

“Our customers have very loyal audiences so don’t need to worry about constantly keeping their prices low to attract cash strapped consumers.  Our products sell in the stores we supply because they aren’t available cheaper in any supermarkets.”