The Fresh Supply Company is your trusted source and one-stop shop for premium and fresh groceries sourced directly from suppliers from across the globe.
As products and services become readily available at the click of your fingertips, so are food and grocery items. New grocery delivery service company, The Fresh Supply Company, offers a user-friendly online platform from which you can pick and choose organic and fresh produce, meats, seafood and snacks from your grocery list. Co-founders Chang Yan Hui and Jonathan Kan hung up their suits and ties in exchange for packing your groceries and delivering them straight to your doorsteps the next day.
The health food revolution is hitting Hong Kong, slowly but surely. The two budding entrepreneurs created the platform to disrupt the industry and change the traditional patterns of food shopping by making it efficient, time-saving, and unique with its hard-to-find produce like broccolini, beefsteak tomatoes, purple cauliflower, and more where that came from. By dealing directly with suppliers and importers, the company cuts the supply chain and the middlemen in between the process, ensuring freshness. Their efficient “just-in-time model” allows them to minimise waste and carbon footprint as much as possible, by only ordering an aggregated amount requested by customers, so no storefront or stocked inventory means no time withering away on shelves. Did we mention prices were comparable to your local Fusion or Wellcome?
The process is simple, browse the website and add them to your virtual crate. By the time you check out, select your form of payment and choose a timeslot to receive your groceries the next day. Subscription boxes are also available and tailor-made from HKD$300 for a week’s worth between two people, to HKD$500 for four. Cardboard boxes can be returned for recycling after you’ve accumulated 2-3.
Here’s a quick Q&A session we had with the co-founders about the business model, its impact on the retail industry, and challenges. Don’t forget to snag the discount below on your first order!
Which items are selling the fastest?
Avocados. They’re traditionally expensive in HK averaging at HKD$14-15 a piece at wet markets or supermarkets. Ours are $10, priced much lower than the market right now. Also popular are the ones that are a little harder to find, like broccolini. People also like our selection of tomatoes.
What’s a common misconception that you’d like to put to rest?
We don’t want to be seen as premium. We bring down the costs by cutting the middlemen. The only mark-up we do is to cover our logistics’ cost, and we offer free delivery for orders over $398.
What is your mission?
To bring the international costs of these produce to consumers, for them to try and expand their palate at an affordable price. We want to expand our current selection and become Hong Kong’s one-stop shop for produce as fresh as possible. No longer will you have to waste time going to the supermarket, pick up bad vegetables from the retail side or line up!
How do you think this will affect the retail industry in the long run?
This concept will educate consumers in looking at produce differently. This will help the whole industry itself. A lot of people pick whatever from supermarkets and don’t realise how good it should be. We want to disrupt the industry by improving quality.
This is kind of farfetched, but since the concept is fast growing, what about the idea of pushing offline retailers out of business?
We won’t ever put them out of business. For something quick and easy, you’ll still go to the supermarket. It’s a symbiotic relationship. Importers rely on supermarkets. Without supermarkets, we can’t bring stuff in. Without supermarkets to bring it in, things will be expensive. We’re just a small fraction of this model, an update, a new software. We need them as much as they need us. There is inertia because of what people are used to and we’re not going to win it over night – it doesn’t happen in HK at all. We are trying to carve ourselves into the space and make things more efficient, clean, and affordable. The key is to change things and make things better.
What has been your biggest challenge so far?
In terms of online shopping, it’s still a challenge. Only now are people comfortable with buying clothes and household appliances online. Food shopping is the next frontier at a tipping point right now. People are ordering food delivery now. Grocery shopping is the logical next step in terms of buying things online. What’s so exciting about being in this space is, it’s become something that you could do regularly, either from the office or your home. The challenge is educating people to think about food shopping in a different way.
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