Pre-Served
A class project turned business, Pre-Served combats the food waste epidemic by turning would-be wasted vegetables into craft pickles, jams and blends.
Goal: Introduce a new product to market - preserved foods that combat food waste.
Strategy: Through customer research, we learned that the local farmers market was a hub for handraisers and early adopters. Messaging for Pre-served focused on local food rescue and upscale, artisanal pickle blends.
Tactics: Customer research was conducted by browsing food waste/anti-waste forums and talking with customers at the local co-op. From there, we created a landing page connected to Facebook ads to A/B our messaging.
From there, we assessed similar pickle products to further hone messaging, learn popular spice blends, and identify our unique value proposition (what whole in the existing market that we fill). Finally, we went to the Farmers Market to test our product, talking with our first customers to understand what drew them in, how they enjoyed the product, and how they heard about us.
Results: All 75 of the test products were sold over 2 days at the Farmer’s Market. With proof of concept and a breadth of market research, we were finalists in our pitch competition.
Analysis: From our research, we learned how much the mission of the product drives purchases. Starting off hyper-targeted toward our early adopters, the emphasis on food rescue was the most effective value proposition. Through customer interviews, we were able to identify blue ocean opportunities in jams & kombuchas.