Rise of Easy Fruits Pvt. Ltd
In a fast-paced world where convenience often trumps nutrition, Easy Fruits Pvt. Ltd. has emerged as a pioneering force in Nepal, making fruit eating accessible, hassle-free, and sustainable. Founded by a visionary entrepreneur, Preety Sigdel, Easy Fruits aimed to revolutionize the way people consumed fresh produce.
Based in Kathmandu, Nepal, this innovative company has taken the concept of fresh fruit delivery to a new level, offering a unique subscription service that ensures customers enjoy a steady supply of fresh, ready-to-eat fruits and fresh juice without any of the usual preparation time. The company’s mission was simple yet profound: to make high-quality, fresh fruits accessible and convenient for everyone.
Concept of the project
The concept of Easy Fruits originated as a project for an MBA thesis. The founder, while pursuing their degree, was inspired by the complexities and inefficiencies in the fresh produce supply chain. They noticed how many people struggled to find fresh, affordable fruits and saw an opportunity to address this gap. At that time, the founder was working in a senior position at Save The Children Nepal, a global NGO, where they witnessed first hand the impact of food insecurity on communities. Determined to turn this idea into reality, the founder's thesis laid the groundwork for what would become Easy Fruits.
The founder, passionate about healthy living and deeply concerned with hygiene and nutrition, put their academic research into practice. They decided to create a service that would deliver farm-fresh fruits directly to people's doorsteps, combining their business acumen with a commitment to health and wellness. Additionally, the founder envisioned Easy Fruits as an all-women enterprise, emphasizing female empowerment and creating opportunities for women in the workforce. The company's first employee was a trainee graduate from LP4Y. LP4Y has a significant presence in Nepal, empowering Youth through education, training, and community support initiatives.
Overcoming Challenges in the Early Days
In the early days, Easy Fruits faced numerous challenges especially in markets where the concept is relatively new. Consumer trust and education, sourcing the freshest produce, hiring skilled and trained female employee, fluctuating fruit prices, ensuring timely deliveries, and building a customer base were all daunting tasks. To ensure the consistent quality of fruits is crucial. Freshness and taste can be compromised by delays, improper storage, or handling. Establishing a reliable supply chain with trusted vendors and maintaining stringent quality control measures is essential.
It took us four months to find our first female rider for delivery. Due to societal norms and gender rules female riders are very less. In Nepal, traditional gender roles often dictate that women should prioritize domestic responsibilities over professional careers, particularly those that involve physical labor or non-traditional roles like riding. This societal expectation limits the number of women who pursue jobs as riders. However, the founder's unwavering dedication and innovative thinking, honed during their MBA program and their experience at Save The Children, led to the development of a unique business model. They partnered with organizations like LP4Y Nepal to create opportunities and support systems for young women entering the workforce.
Empowering Women through LP4Y Partnership
This partnership not only helped Easy Fruits address the gender disparity in its workforce but also contributed to breaking societal barriers by offering women a chance to prove their capabilities. Through such collaborations, Easy Fruits demonstrated its commitment to fostering an inclusive work environment and supporting community development by empowering marginalized groups, particularly women, to participate in the workforce.
Beyond recruitment, Easy Fruits has actively engaged with LP4Y through various initiatives and events. We have participated in Youth Inclusion Network (YIN) and Youth 4 Change Network (Y4CN) events, where our representatives have not only attended but also contributed as panelists during discussions on youth employment. Our involvement has extended to mock interviews, where we have provided practical feedback to LP4Y trainees, and impact meetings, where we have shared insights and best practices.
Furthermore, Easy Fruits has had the honor of inviting LP4Y Youth and Catalysts for company visits, offering them a firsthand look at our operations and providing mentorship opportunities. We have also proudly participated in LP4Y’s campaign during Women's Month, celebrating and advocating for the empowerment of young women in the workforce. Additionally, we have testified about our successful collaboration with LP4Y during the Monitoring and Evaluation (MAE) process, underscoring the tangible benefits and positive outcomes of this partnership.
This initiative also aligns with the broader goals of LP4Y, which focuses on equipping young women with skills and opportunities that enable them to achieve economic independence and build sustainable careers.
Hygiene and Quality Standards
In the burgeoning landscape of dining options, where restaurant growth often focuses on diverse cuisines and innovative dishes, a unique niche remains largely underserved: fresh, hygienically prepared cut fruits. In Nepal, the hygiene of cut fruits sold in street carts is a significant public health concern. Vendors often use non-filtered water to wash fruits, exposing them to harmful bacteria and pathogens. Additionally, the fruits are frequently left uncovered, attracting flies and other insects, which can transfer disease-causing germs. The lack of proper sanitation, refrigeration, and safe handling practices further exacerbates the risk of contamination, leading to potential outbreaks of foodborne illnesses. Addressing these issues requires improved regulations, education for vendors, and better access to clean water and sanitation facilities. Easy Fruits stands out by adhering to rigorous hygiene practices.
To maintain the highest standards of hygiene, the company sourced state-of-the-art ozonizer machines. All fruits are cleaned in RO water in an ozone sterilization machine. The ozonizer machines were crucial as they helped in thoroughly cleaning the fruits by using ozone to remove bacteria, viruses, surficial pesticides, and other contaminants. This process ensured that the fruits were not only fresh but also safe to eat, addressing the founder’s deep concern for both hygiene and nutrition. Additionally, they procured advanced fruit peelers from Japan, ensuring that the fruits were perfectly prepared and ready for consumption. These innovations underscored Easy Fruits' commitment to quality and safety.
Leveraging Technology and Embracing Sustainability
To streamline operations, Easy Fruits embraced technology. They developed a user-friendly app and website where customers could easily browse a wide selection of fruits, fresh juice and fruit gift baskets; place orders, and schedule deliveries. Easy fruits envision providing useful information about each fruit, including its nutritional benefits and recipes, encouraging healthier eating habits among users. The IT team is working on it and will be available in the near future. Easy Fruits is not just about convenience; it’s also about sustainability. The company uses 100% biodegradable and compostable packaging for its fruit bowls, reflecting its commitment to reducing environmental impact.
Corporate Wellness Solutions
Recognizing the importance of a healthy workforce, Easy Fruits also offers corporate packages designed to boost productivity and wellbeing in the workplace. By replacing traditional snacks with fresh fruits, companies can enhance their employees’ focus and energy levels. Easy Fruits provides flexible delivery schedules and special pricing for bulk orders, making it an ideal partner for businesses looking to invest in their teams' health.
Word about Easy Fruits spread quickly. People loved the convenience of having fresh fruits delivered to their homes.
A Commitment to Core Values and Social Impact
Through its journey, Easy Fruits never lost sight of its core values: quality, convenience, community, hygiene, nutrition, and female empowerment. The company continued to partner with LP4Y, innovate and adapt, always striving to meet the evolving needs of its customers. Easy Fruits' story is a testament to the power of passion and perseverance in creating a business that not only thrives but also makes a positive impact on society. It became more than just a company; it became a symbol of healthy living, community support, female empowerment, and a brighter, fruit-filled future for all, proving that a well-thought-out MBA thesis, experience in a global NGO, and a strong commitment to hygiene and nutrition can indeed change the world.
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