Riverford Organic has created a new income stream for its franchise owners with the launch of its ‘grow your own veg’ boxes.


Guy Watson, founder of Riverford Organic, said: “Nine out of 10 Riverford customers are passionate about organic food, and already grow, or want to grow, their own veg – particularly in the warmer months. And while it might seem strange that we’re effectively encouraging people to compete with us, Riverford is about creating a sense of community, and we think that the more people get connected with their food, the better. Our ‘grow your own veg’ box scheme is an extension of that ethos.”

The ‘grow your own veg’ range includes a box of high quality seedling plants, with a detailed planting guide, enabling garden enthusiasts to grow their own vegetables, herbs and flowers.

Jim Harbridge, Riverford’s Portsmouth franchise owner, said: “I think that ‘the boxes to grow’ are a great idea, and sit very well within the Riverford philosophy of encouraging customers to enjoy the process – and also the rewards – of growing their own vegetables, herbs and flowers. My customers enjoy telling me about their veg is coming along, which helps to build a sense of community, and that naturally helps with customer retention.”

Laura Cottee, Riverford’s Territory Service Manager, added: “Some Riverford customers – particularly the garden enthusiasts – love growing their own veg in the summer. At Riverford we believe organic food should have a social element to it, whether that’s in the eating or the growing of it. In this sense, with our ‘grow your own veg’ box scheme, we’ve inadvertently completed the circle. Where other people may see competition, i.e. customers growing the same veg we sell, we’ve seen an opportunity and are using it to enhance the Riverford experience for everybody associated with the brand.”

Published: 20 April 2012

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