Organic dried fruits are healthy, rich in vitamins and minerals and
carry antioxidant properties.
The dried fruits carry less cholesterol and offer anti-aging benefits
(Technavio 2017).
Potential of Stoneridge Orchards products
Stoneridge Orchards products are made of the finest natural and organic fruits. It is the most significant producer of blueberries, raspberries, cherries, apples, and pears cultivated in an ideal climate.
They can be added to baked goods, granola bars, cereals, beverages, and other fruit-based products (Stoneridge Orchards 2018).
Employees trained under good manufacturing best practices.
Complies with HACCP food safety and regularly audited by the USDA.
All natural products without artificial preservatives, hydrogenated oils, and colors.
Introduces the same products with 50% less sugar than original and with only 130 calories a serving but rich in fiber (Stoneridge Orchards News 2018).
Brand’s packaging has been redesigned with revolutionary new packaging architecture and with the words” organics” placed in bold. Appealing fruit imagery and colors associate the delicious fruits with an organic product (Package Design Reader 2013).
Supply Chain for organic dried fruits
Efficient organic farming and post-harvest handling, transportation, processing, and storage are part of the supply chain for organic dried fruits.
Suppliers – Processors – Wholesalers – Retailers – Consumers
Suppliers – Suppliers are involved with ingredients and raw material.
Processors – Processors are concerned with packing and processing of raw material.
Wholesalers – Distribution and coordination of dried organic fruits and are a link between breweries and buyers.
Retailers- Link between producers and consumers and responsible for distribution of dried organic fruit products.
Consumers – Consumers are the primary driver in the industry.
Evaluation of current Supply Chain
Suppliers – Family owned, company with 2,500 acres of farmland that grows blueberries, raspberries and a variety of seeds.
Producers – Installation of new equipment in Royal City has expanded the production. Stoneridge Orchard buys dried fruit in bulk and repackages it.
Wholesalers – Looking for Retail Avenue to sell directly to retail.
Retailers- Currently face low accessibility due to limited distribution channels and lower awareness among consumers.
Consumers – Consumers don’t have enough information on the health benefits of organic dried fruits and are unaware of organic food options in the market.
SWOT analysis
seamless flow between suppliers and Producers
Strong experience in organic food production
Quality ingredients guarantee a good end product
New variety and range of organic dried fruits
Organic food variety and options are relatively unknown in the market
Lower transparency among retailers and consumers
Growing trend toward healthier lifestyles and foods
Myriad ways to leverage growth in the dried and dehydrated fruit market
Digital marketing strategies can help raise awareness of Stoneridge Orchards products
A completive market with constantly changing consumer trends
Increased pressure and threats from a growing number of rivals.
Improving the supply chain
Stoneridge Orchards needs to show consistent performance in the competitive environment and increase sales.
Focusing on the weaknesses and threats is essential.
New technologies can help improve performance regarding product quality, cost management and lead-time (Dossou & Nachidi 2017, p. 839).
Companies can take advantage of the innovative technologies to control waste management and improve environmental management.
Food quality and safety and new marketing strategies can help the brand maintain its competitiveness.
Recommendations
The concept of supply and demand is the fundamental principle of a market economy. The customers demand plays an important role here.
It is essential for Stoneridge Orchards to remove any blockage or lack of transparency in the supply chain.
Another step would be to raise market awareness related to Stoneridge Orchards products with the help of online and offline marketing strategies.
New distribution and marketing channels can raise the level of organic and dried fruit products.
Lower transparency among retailers and wholesalers can be taken care of by having regular meetings and using digitization. They can add to the strength of the supply chain through cooperation and collaboration.
Increase accessibility to consumers through new distribution channels
To counter the threats, Stoneridge Orchards must keep pace with the changing consumer trends. Brand recognition can help combat the threats from growing competition.
Incentives like free shoppers program, retail price-cuts, and free delivery can help raise profits.
Stoneridge Orchards must find ways to operate more profitably with effective distribution and pricing and analyze the competition. Another concern is the environmental issues (Molina2018).
Look for new packaging that is more appealing to the customers.
Roll out new products under the Stoneridge label.
Conclusions
References
Molina, M.L., 2018. Stoneridge Orchards miggyelmolina [Online] (updated 3 Sep. 2018)
Package Design Reader, 2013. Organic Snack Food Packaging Design by Murray Brand Communications package designmag
PR Newswire., 2017. Global Organic Dried Fruit Market 2017-2021 business insider
Stoneridge Orchards, 2018. The Royal Ridge Fruits Family stoneridge orchards
Stoneridge Orchards News, 2018. Stoneridge Orchards Introduces Reduced Sugar Product Line pr newswire -orchards-introduces-reduced-sugar-product-line-300673823.
Stoneridge Orchards, 2018. Company stoneridge orchards
Transparency Market Research, 2018. Global Dried Fruits Market Set to Increase at a CAGR Of 5.7% Over 2018 – 2026 Owing to Rise in Demand for Healthier Foods Across the Globe – Transparency Market Research pr newswireTechnavio, 2017. Overview of the global organic dried fruit market technavio.
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