Wild Fork Foods

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Part
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Wild Fork Foods: C-Suite

The head of Wild Fork Foods is Ricardo Marotta (general manager). The other top executives at Wild Fork Foods include Tracy Sinclair (head of marketing), Matthew Goodyear (head of human resources), Chuck Stricklin (head of information technology), Mike Osqui (head of retail operations), Ana Guerra (head of e-commerce & digital marketing), Jacqueline Kleis (Head of Culinary/Executive Chef), and Jared Avchen (head of commercial/product development - retail).

Ricardo Marotta (General Manager)

Tracy Sinclair (Head of Marketing)

Matthew Goodyear (Head of Human Resources)

  • Matthew Goodyear is the head of human resources at Wild Fork Foods.
  • His LinkedIn account can be accessed via this link.
  • Goodyear has been serving in his current role since January 2017.
  • He previously served as the human resource director corporate operations at JBS from January 2015 to January 2017.
  • Sinclair holds a bachelor's of arts in interpersonal/organizational communications from the University of Central Florida.

Chuck Stricklin (Head of Information Technology)

Mike Osqui (Head of Retail Operations)

Ana Guerra (Head of E-Commerce & Digital Marketing)

Jacqueline Kleis (Head of Culinary/Executive Chef)

Jared Avchen (Head of Commercial/Product Development - Retail)

Research Strategy

Wild Fork Foods is a subsidiary of JBS USA. An examination of Wild Fork Foods’ website, list of employees on LinkedIn, and a press search did not reveal any executives with “chief” in their job titles. Therefore, we have provided the required information for the eight most senior executives at the company. They include the general manager and the heads of seven divisions at Wild Fork Foods.
Part
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Part
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Wild Fork Foods: CMO

Tracy Sinclair has been the Head of Marketing at Wild Fork Foods from October 2019 up to date, where she has been leading all aspects of marketing and branding. More personal and professional details have been given below.

Linkedin Profile And Social Media Account

Educational Details

  • Tracy Sinclair went to Marian high school then she proceeded to the University of Michigan for her BA in English and Communication in the year 1992-1996. While at the University of Michigan, she was an advertising manager for the Michigan Daily Student-run newspaper and a student member of the Amazing Blue Admission program.
  • After completing her BA in English and Communication, Tracy then went to Cornell University for her MBA in Brand Management and General Management in the year 2000-2002.

Work History

  • Tracy Sinclair has been the Head of Marketing at Wild Fork Foods from October 2019 up to date, where she has been leading all aspects of marketing and branding.
  • From June 2018 to July 2019, Tracy was the VP for Brand Strategy and Innovation at Inspire Brands where she was responsible for the overall strategy and execution of core menu and limited-time offers. She was also responsible for leading the new product life cycle, positioning, testing, and product launching.
  • In the year 2015–2017, Tracy was the Chief Marketing and Sales Officer at Pre Brands.
  • Tracy Sinclair was the Marketing Director at Kraft Foods Group in the year 2015, where she was tasked with shopper marketing transformation.
  • From 2012- 2015, Tracy was a Marketing Director at Premium Coffee-Gevalia & Tassimo.
  • In the year 2011-2012, Tracy was the VP of Global Marketing at Aquent, where she led the overall marketing strategy and execution, agency relationship, and staff hiring.
  • Tracy Sinclair was the Managing Director of Consumer Packaged Goods Industry from 2008 to 2011.
  • Tracy Sinclair was a Brand Strategy Consultant at Zyman Group from 2007 to 2008, where she specialized in transformational strategic projects.
  • From the year 2001 to 2007, Tracy was a Brand Manager at Procter and Gamble, and she was responsible for global business leadership, new products, brand architecture and strategy.

Social Causes

  • In 2018 she donated to a fundraiser for Feeding America, which provided meals to those in need.

Research Strategy

The research team searched for information on the immediate family of Tracey Sinclair in social media accounts such as Facebook and Linkedin, but we did not find any information. The team also searched various databases such as ZoomInfo and rocket reach, but we could not find any information on her immediate family.

Part
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Part
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Wild Fork Foods: Company Overview

Wild Fork Foods is headquartered in Doral, Florida, and that appears to be their only office. They do however have several retail locations in the southern Florida panhandle.

Offices and Geography

  • According to their LinkedIn profile, Wild Fork Foods is headquartered in Doral, Florida, and that is their only office location.
  • The company currently has six store locations in southern Florida.
  • Currently, the Wild Fork Foods is only located in Florida and only delivers to Florida.

Employees

  • Wild Fork Foods states on their LinkedIn profile that they have between 11-50 employees. However, since there are currently 57 employees of the company showing on LinkedIn, it is likely this data is outdated.
  • Glassdoor puts the number of employees at 51-200, while Zoominfo states there are 53 employees.
  • An examination of the titles of the employees on LinkedIn shows that only two of them are listed as sales associates. Since there are six store locations, it is safe to say that there must be more than two associates, and therefore there are more employees than those listed on LinkedIn.
  • Combining all the above information, it is estimated that the number of employees at Wild Fork Foods is likely between 50 and 100.

Revenue

  • As a private company, Wild Fork Foods is not required to disclose revenue. A search of the company website and media websites did not uncover any revenue data. A further search to identify the executives at Wild Fork Foods in order to look for interviews where they discuss the company, possibly including revenue, was not successful.
  • Zoominfo estimated the annual revenue for Wild Fork Foods at $10 million.

Marketing Positions Available

  • Wild Fork Foods is owned by JBS and job listings were provided on the JBS website. However, there was also a Careers page on the Wild Fork website and the jobs were the same on both.
  • Current marketing jobs listed are E-commerce Merchandising & Content Strategy Manager, Brand Marketing Director, Digital Marketing and Analytics Director, and Customer Acquisition Director.

Tagline

  • Although there does not appear to be a tagline that is used throughout the website, the closest to a tagline that was found is the saying, "Our frozen is fresher. That's the Wild Fork Way." However, we did not find this saying on the company Facebook page.
Part
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Part
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Wild Fork Foods: Agency of Record

Key Findings

  • We found no evidence that Wild Fork Foods has an agency of record with which they partner. The company has a robust internal marketing department, as evidenced by positions at the company such as Digital Marketing and Analytics Director, Brand Marketing Director, Content Strategy, and Head of Marketing. It appears that the company keeps its marketing in-house.
  • Wild Fork Foods currently has 26 different ads running on Facebook and Instagram. All the ads can be viewed here.
  • Many of the Facebook/Instagram ads are simple, with a tagline-style caption that is a variation on "Shop the largest selection of quality meats & seafood at low prices!" This caption is accompanied by a photo or video featuring one or more of the company's products. Some more recent ads highlight the company's pre-seasoned or ready-to-eat products.
  • On the Wild Fork Foods website, the company features a video advertisement which explains the company's values, process, and products using simple but compelling, Instagram-style videography and photography to highlight some products. The entire video is available here.

Research Strategy

To determine the agency of record for Wild Fork Foods, your research team first searched for evidence of a partnership between the company and a marketing agency in news articles, press releases, and company or agency websites. However, this did not return any results. Next, we scanned available advertisements and marketing campaigns from the company to note any credits given to a marketing agency or other external marketing entity. Again, this did not return any results. Finally, we searched for evidence of the company's marketing in general to determine their marketing structure and found multiple job listings and positions at the company in the marketing department, indicating that the company has a strong in-house marketing team and likely does not use an external agency.

Next, searched for examples of the company's marketing efforts. First, we explored their social media accounts, finding multiple examples of their marketing in their Facebook ad library, which includes Facebook and Instagram ads. Next, we searched the company's website for marketing materials and for a press section or other publications of marketing materials. Finally, we searched for third-party reports or publications of the company's marketing campaigns, such as awards, press releases, media coverage, etc. Overall, we did not find many examples outside of social media, either because they company focuses heavily or solely on social media marketing or because their other marketing campaigns are not published online (such as TV or print ads).

Finally, we attempted to find the annual marketing spend of the company. First, we searched for official financial statements or reports from the company. Since it's a privately-held company, however, these reports are not publicly available. Next, we searched for any data on the company's marketing spend from third-party sources such as interviews with executives, media coverage, company profiles, etc. However, this search did not return any results. Finally, we searched for other financial data on the company such as revenue, in the hope that we could at least estimate the company's marketing spend. However, this data was also not available from any reliable source due to the company being privately-held.

Part
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Part
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Wild Fork Foods: Business Model

Wild Fork Foods provides high-quality meat and food products directly to its consumers. Its farm-to-fork process was controlled from sourcing, aging, and advanced freezing to keep its high-quality standards and deliver the best eating experience to its customers. Below are details of Wild Fork's business model, sales channels, and its value proposition.

B2C Business Model

  • Wild Fork Foods uses a business-to-consumer (B2C) business model as its products and services are provided directly to their customers.
  • The company sells its products in brick-and-mortar stores for in-store shopping, through mobile food truck, and online.
  • Unlike the traditional way that other businesses do (from farm to warehouse then distributor to retail shop), it has a distinct way of providing goods to its customers which they call the "Wild Fork Way".
  • Its beef, for example, is sourced directly from slow feeders with lush grasslands in Colorado and Nebraska, undergoes an aging process and freezing process, and then goes directly to its consumers.
  • This way, without lots of stops from farm to fork, the company is able to offer their products at lower prices, without compromising their quality.
  • This program includes free shipping, access to special events, easy reorder, and receive exclusive content for new stores, new products, and recipes. Upcoming privileges for members include gifts, samples, culinary classes, and member-only limited edition collections.

Sales Channels

Brick-and-Mortar Stores
  • The company has 7 store locations in Florida: in Coral Springs, Boynton Beach, Fort Lauderdale, Sunrise, Coral Gables, Pinecrest, and West Kendall.
  • It has a wide array of selections from different meal ideas like ready-to-eat meals to fresh varieties of pork, beef and steaks, poultry, specialty meats, and seafood.
  • Grilling gears are also available like charcoal, wood chips, and fire starters.
  • It also has an in-store pickup service, in which ordered items online become ready in less than an hour after the order was placed.
Mobile Store
  • Aside from its store locations, Wild Fork also brings its products to its customers through its mobile food truck.
Online
  • Wild Fork Foods allows its customers to shop online through its company website.
  • It also offers same-day delivery to neighboring customers, with delivery services offered in 4 time slots per day from 9 am to 9 pm, 7 days a week.
  • It also has a next-day delivery scheme for customers who are living outside the store's delivery area but orders should be placed online before 5 pm during weekdays.
  • Other customers might prefer ordering items and deliver them as a gift for any occasion, and Wild Fork makes it possible by using specially designed shipping boxes with dry ice to maintain its products' perfect condition.

Value Proposition

  • It controls every single process from acquiring its products from farm to serving them to customers to ensure that the "highest quality, biggest selection and most consistent eating experience" is given to its valued customers.
  • The company promises to bring its customers the biggest selection of meats in their highest quality but still at the most affordable prices, the "Wild Fork Way".
  • From sourcing to the aging process and advanced freezing process, Wild Fork believes that consistency is key in order to maintain its high-quality standards.
  • Its wide selection of even the hard-to-find products and specialty meats and cuts are available not just seasonally but year-round.
Part
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Part
06

Wild Fork Foods: Recent News

Wild Fork Foods has been mentioned in ten recent press coverage or news stories.

The Articles

  • In this news article, Wild Fork Foods (meat shop and seafood market) opens a shop in Fort Lauderdale, which is located at 1451 N. Federal Highway.
  • In a news article headlined "Wild Fork Foods is growing in South Florida, but its parent company is under fire", this press coverage highlights the tribulations of Wild Fork Foods' parent company (JBS USA and JBS Brazil) with two U.S. senators, Florida Sen. Marco Rubio and Democratic Sen. Bob Menendez of New Jersey, who are pushing for a federal investigation into the company.
  • In an article appearing in Hydrocarbons21, it's stated that Wild Fork Foods installed AHT air-cooled units throughout its three Florida stores and equipped them each with 40-50 air-cooled propane (R290) frozen-food cases.
  • In this article in Babeth’s Feast — a gourmet frozen foods store was bought by the Miami-based corporation - Wild Fork Foods.
  • Wild Fork Foods opens a shop in Coral Gables, which is located at 1180 S. Dixie Hwy. The article describes the store as "not your typical grocery store; it’s a specialty market".
  • Wild Fork Foods in Coral Springs Provides back-to-school lunch and dinner options - the lunch and dinner packages contain 2 to 4 persons serving sizes with package’s contents being snap frozen to lock in freshness until the day it’s ready to be cooked.
  • In a January 14, 2019, article, Coral Springs Talk published an article covering the opening of Wild Fork Foods in Coral Springs located at 2874 University Drive.
  • In this press piece, Coral Springs Talk in search and analysis of the "Best Beef Tenderloin" in Coral Springs, settled on Wild Fork Foods as having the "best meat quality for their less expensive choice of 17-day aged beef filet and third position for their premium organic aged grass-fed tenderloin".
  • Wild Fork Foods was successfully represented by The Keyes Company’s broker Carlos Villanuevain leases for the retailer’s inaugural Miami-Dade County store locations. The firm handled four transactions totaling more than 20,000 square feet in Coral Gables, Pinecrest, and Doral.
  • This article appearing on Miami's Community Newspaper and Evensi highlights the grand opening of Wild Fork Foods shop in Pinecrest located at 11333 S Dixie Hwy.



Part
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Part
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Wild Fork Foods: Social Media Analysis

Wild Fork Foods has only three active social media accounts, LinkedIn, Instagram and Facebook. The brand is currently running eight ads on its Facebook and Instagram accounts.

Social Media Channels

  • Wild Fork Foods is only active on Facebook, LinkedIn and Instagram. Although the grocery store has a Twitter account, it is not active on the platform as no content has been posted. A search through YouTube shows that the brand does not have a YouTube channel.

Facebook

  • Wild Fork Foods has 9,539 followers on the platform and 8,938 people who like the page.
  • A scan of the company's Facebook page shows that, on average, Wild Fork Foods makes one post per day with a 2-3 day interval before the next post.
  • Wild Fork Foods creatives on the platform include a 15-second video promoting the company's products and shopping experience during the holidays.
  • Another creative on the platform was a 23-second video promoting the brand's beef brisket. According to the brand, their prime beef brisket is "perfect for smoking on the grill."
  • The majority of the posts on Facebook are simply pictures where Wild Fork Foods highlights something about their products, services, events, or their customers.

Instagram

  • Wild Fork Foods has 12,500 followers on Instagram and has made 399 posts on the platform.
  • A scan of the brand's Instagram account shows that, on average, Wild Fork Foods posts one content per day with a 2-3 day interval before the next post.
  • The brand posts precisely the same content as those posted on its Facebook account, which is a short video or photo of its products.
  • However, examples of creatives on Instagram are this video for Halloween, which was all about advertising its Scottish Rock Crab Claws meat. Another creative was a post on the viral #dollypartonchallenge.

LinkedIn

Digital Banners

  • A search of the Facebook Ad database shows that Wild Fork Foods is currently running eight ads on its Facebook and Instagram accounts.
  • Several examples of display ads and banners that have been run by Wild Fork Foods can be seen here.


Part
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Part
08

Wild Fork Foods: SEO / SEM Audit

Wild Fork Foods SEO/SEM strategy is effective given the indication from the site's backlinks, organic monthly traffic, organic keywords, as well as page loading speed. However, the site does not use SEO friendly URLs, and also the website domain score is very low.

What they're doing well

  • Wild Fork Foods website's pages contain images with required 'alt' attributes. The alt attribute helps the user and crawler best identify the subject of the image used through the use of keywords in case the image source is broken or the internet connection is slow.
  • The website does not have any severe JavaScript errors on webpage as having errors would have prevented users from properly viewing the pages and also could have impacted the user experience.
  • Loading time of the website is around 3.8 seconds which is under the average loading speed of 5 seconds.
  • According to the Ahrefs backlinks report of the Wild Fork Foods website, it contains a total of 7,360 backlinks of which 93% are dofollow and 148 referring domains of which 33% are dofollow. This is a clear indication of great content on the site that other sites find relevant and useful to link to.
  • Wild Fork Foods website has approximately 19,463 organic keywords. The top three keywords are ‘wild fork foods’ with 6,600 visitors per month; 'wild fork' with 2,400 visitors per month; and 'wild forks food' with 590 visitors per month. The results show that the company has a good keyword research and utilization strategy throughout the website.

What they're not doing well

  • Wild Fork Foods website does not use SEO friendly URLs. This means that the URLs do not contain topic-relevant keywords and contain no special characters. This may affect the ease with which the website is crawled hence affecting the SEO score.
  • The website contains too many H2 tags. Having too many tags may make the topic less clear, or look like spam tactics.
  • The most common keywords are not appearing in one or more of the meta-tags used by the company. The company should optimize the common keywords, as primary keywords should appear in meta-tags to help identify the topic of the company webpage to search engines.
  • Ubersuggest report shows that Wild Fork Foods domain score is 6 out of 100. This is a low score and shows weak domain authority and low popularity.
  • According to Google’s PageSpeed Insights, the website's speed on mobile has a score of 21 out of 100 in the past 30 days, when compared to other pages. On the other hand, the site's speed on a desktop is moderate with a score of 73 out of 100 in the past 30 days, compared to other pages.

General Insights

  • Although it is not required for SEO/SEM purposes, it is notable that the website has a sitemap file. A sitemap helps the search engines to crawl a website more intelligently by listing all the web pages and providing metadata for each.
  • The company's website uses a ‘robots.txt’ file. The file instructs the crawlers on what to be crawled and what to leave out and helps the search engines to crawl the site more intelligently.
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Part
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Wild Fork Foods: Media Spending Habits

The majority of Wild Fork Foods's marketing team staff are focused on digital marketing. Wild Fork Foods has an award-winning website, it advertises through digital banner ads, and has a social media frequency of 9-10 posts/ month. Additionally, it hosts and sponsors events and uses radio and podcasts to promote its brand.

General Information

  • Wild Fork Foods started as a mobile store in February 2018 in Miami. It opened its first store in November 2018 in Fort Lauderdale and has since opened six other stores at Coral Springs, Coral Gables, Boynton Beach, Sunrise, Pinecrest, and West Kendall.
  • Wild Fork Foods offers "quality meat, poultry, seafood, vegetables, fruits, sauces, spices, select desserts and breads, and an essentials-only selection of grilling necessities like charcoal and wood chips" in a simple, tidy, orderly, and stress-free environment. It also stocks hard-to-find items such as "sweetbreads, oxtails, tripe, and beef marrow bones". Consumers are drawn to Wild Fork Foods for its high-level quality offerings, the upscale atmosphere, and value offerings.
  • The typical Wild Fork Foods' store is 5,000 sq.ft.
  • Wild Fork Foods has 53 employees and revenues of $10 million.
  • Wild Fork does free shipping for e-commerce orders in the whole of Florida.

Research Strategy

To learn how Wild Fork Foods allocates its marketing budget, we searched for interviews by Tracy Sinclair, the marketing head, and Ricardo Marotta, the general manager at the firm, and any expansion-related media spend commentary. Additionally, we searched for ad portals such as Moat and iSpot TV, the company's social media pages and website. However, we did not find a breakdown of the company's marketing spend. We then researched its marketing team structure and any work done by agencies is has partnered with to provide an overview of how it advertises.

Where is Wild Fork Foods Spending its Marketing Budget?

Marketing Team Structure

  • Head of Marketing (Tracy Sinclair): leads all marketing and branding efforts.

Digital Marketing Team

  • Head of E-Commerce & Digital Marketing (Ana Carolina Grabowsky Seiler Cordeiro Guerra): leads digital marketing and e-commerce.
  • Content Strategist/ Social Media Manager (Veronica Parra): plans, develops, and edits content.
  • E-commerce Merchandising & Content Strategy Manager (position available): develop blogs and the website and optimize SEO & SEM rankings.
  • Digital Marketing & Analytics Director (position available): uses digital marketing analytics to provide actionable insights (while this is not media spend-specific, it indicates the emphasis placed on digital).
  • E-commerce SEO & Analytics Manager: manages "e-commerce SEO and website analytics and content".

Other

  • Customer Acquisition Director (position available): develops and executes strategy and manages budgets for "events (national, local & in-store), PR, word-of-mouth," grassroots community outreach, brand activation, and sponsorship.
  • Brand Marketing Director (position available): leads omnichannel marketing, brand messaging, promotional ideas, and content strategy, analyze marketing performance and optimize accordingly.

Advertising Activities

Digital Display Ads

  • Creatives for its digital banner ads can be found here. The messaging is centered around the variety and quality of products.

Social Media

  • Wild Fork Foods has nearly doubled its Facebook fan following in the last 6 months from 4,740 followers to 8,925 followers.
  • Over the last month, it has posted nine times on Facebook and 10 times on Instagram.
  • Wild Fork creates video content for social media.

Website & Mobile App

  • Diff Agency, "a full-service e-commerce agency", won W3Awards for designing Wild Fork's general website, e-commerce shopping website, mobile apps, and creating great user experience.

Food Photography

  • Food photography is handled in-house (the photographer is hired directly by Wild Fork) and not through an agency.

In-store Branding

  • Wild Fork Food stores have a store-front-acrylic-logo signage, window stickers, and standees.
  • The company also offers free company-branded bags with in-store purchases (picture available — it also has paper bags).

Events & Sponsorship

  • Wild Fork Foods was the sponsor and presenter for the Miami New Times Iron Folk 2019 event.
  • Wild Fork Foods co-hosted "A Journey of Flavor", a "wine and food pairing event", with Bluewater and Crown Fine Wine & Spirits.
  • Wild Fork also hosted product-tasting store opening events for its stores.

Radio

  • Wild Fork Foods ran a $100-prize-money promotional program for a week (every day of the week) on 93.9 Mia.

Podcast

  • Wild Fork Foods' executive corporate chef, Jaqueline Kleis, has promoted the company's frozen foods on "Linda Gassenheimer’s Food News and Views" podcasts.

Additional Information

  • Wild Fork Foods has installed customer feedback kiosks at its stores to capture feedback and gather actionable insights.
Part
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Part
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Wild Fork Foods: Competitors

The rise of technology and emergence of sustainable living have made the competitive landscape a bit of a mine field for Wild Fork Foods. People with web enabled smartphones or computers can have healthy, safe, and reliable choices delivered right to their doorsteps. Wild Fork Food’s competitors come in all shapes and sizes. They can come in the form of national behemoths like Amazon’s Whole Foods, or local ones like Meat N’ Bone. However, all competitors provide and deliver premium quality meat. See spreadsheet for further details.

Competitors

Part
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Part
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Wild Fork Foods: Competitive Landscape, Part 1

The estimated annual revenue of Meat N’ Bone is $4 million while Omaha Steaks makes $500 million per year. Competitive Landscape pertaining to these companies have been provided in the attached spreadsheet.

Meat N' Bone

1. Annual Revenue

  • The estimated annual revenue of Meat N’ Bone is $4 million.

2. Competitive Advantage

3. Strengths

  • The company’s meat products are G1 certified, which enables them to sell their products nationwide.

4. Weaknesses

  • The company lacks diversification in the products it sells as it relies heavily on meat products and does not include any other products like groceries. This limits the consumer choices and affects the company adversely as it fails to compete with its competitors on all spheres.
  • Meat N' Bone lacks operational efficiency as its brick and mortar stores are located only in Florida.

Omaha Steaks

1. Annual Revenue

  • The estimated annual revenue of the company is $500 million.

2. Competitive Advantage

  • The company has a wide range of product offerings, including premium beef, pork, poultry, seafood, gourmet gifts, incentive programs, and closing gifts.

3. Strengths

4. Weaknesses

  • The company has a hard time adjusting the delivery process as the standard delivery process of the company is about 7 business days.
  • Omaha Steaks has low levels of customer satisfaction due to the quality of service. They have received 1 star rating out of 5 from 229 reviews on Resellerratings. The customers were disappointed, unhappy with the taste of the food, and also complained about the price of the products.
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Part
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Wild Fork Foods: Competitive Landscape, Part 2

Butcher Box company is a food delivery company that boasts of its product value while the Harvest Box company prides itself on the unique taste of its products. More detailed analyses of the above companies have been entered into the attached spreadsheet.

Butcher Box

  • Butcher Box is a food company that specializes in the delivery of meat boxes to its customers. This company serves 100% grass-fed beef, pork, and free-range organic chicken.
  • Butcher Box is a private company; therefore, it has no obligation to publish its financial. However, an estimation by Zoominfo currently puts the company's annual revenue at $13 million.
  • The company's competitive advantage hinges on convenience, quality, and value. Butcher Box offers free delivery to all its customers. The quality of all its products is guaranteed, some of which include 100% grass-fed beef and organic chicken.
  • Eco-friendly products are used for their packaging process. All its packaging is recyclable and degradable.

Harvest Box

  • The Harvest Box company has an estimated revenue of $4 million. The company's products include steak boxes, seafood, poultry, beef, and pork.
  • The product offerings of this company are unique in taste and thoughtfully raised. Harvest Box connects customers with the farmers of their products to assure them of its product quality.
  • Harvest Box can be said to have a weak social media presence. Social media platforms are great tools for brand awareness and advertisements. With about seven subscribers on YouTube, 272 followers on Instagram, and 266 followers on Twitter, the Harvest Box company is yet to maximize its social media potential.

Research Strategy

To carry out this research, we started by looking through the companies' websites for information on the products offered, annual reports, weaknesses, strengths, and competitive advantage. This search method proved fruitful because we were able to identify most of the information needed. Information regarding the annual revenue of the Butcher Box company was unavailable because the company is a private company. We had to rely on Zoominfo for this information. Also, there was no available information on the annual revenue of the Harvest Box company; we searched through the Stock exchange commission, NewYork stock exchange, and NASDAQ because all public companies are mandated by law to publish their offerings on these platforms. This search method proved abortive, which led us to the conclusion that the Harvest Box company is a private company. However, information regarding the estimated annual revenue is available on Zoominfo.
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Part
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Wild Fork Foods: Competitive Landscape, Part 3

The competitive advantages, strengths, and weaknesses of the Restelli's and Whole Foods have been provided in the attached spreadsheet.

Rastelli's

  • According to Zoominfo's company overview of Rastelli's, their annual revenue as of the fourth quarter of 2019 stands at $35,000.000.

Competitive Advantage

  • The company's competitive advantage lies in many areas, one of which includes the fact that Rastelli's is an older company. Hence, it has more experience under its belt when compared to some of its competitors such as Wild Food's, which was only founded in 2017, according to Glassdoor.
  • Another competitive advantage is Rastelli's ability to be at the forefront of new ideas. Such could be said of its partnership with Daring Foods to launch nationwide, the first plant-based chicken made from five non-GMO ingredients in December 2019.

Strength

  • Their product is shipped across North America to restaurants, retail brands, and military bases overseas.
  • Rastelli retains its family touch to their business, since it is indeed a family business; something most companies may not consider to be a formidable strength.
  • The company owns a 150,000 sq/ft modern meat and seafood processing plant located in Swedesboro, New Jersey, that is certified by the USDA, FDA, FoodChek™ and SQF Level 3 sourcing.
  • It has an ozonated water systems and undergoes a daily pathogen batch tests to ensure the overall wholesomeness of its products.

Weaknesses

  • The company only has eight locations within the state of New Jersey, which may likely limit its reach to locals in other U.S. states.
  • Rastelli recalled about 130,468 pounds of raw ground beef in November of 2019, due to extraneous materials, specifically plastic according to the USDA. The company could be viewed as lax in safety concerns.

Whole Foods

Competitive Advantage

  • A major competitive advantage Whole Foods has over other competitors is in the number of locations it has in the U.S. Whole Foods has 487 stores in the U.S. and has added 14 new stores for a total of 501.
  • By its sheer size, it can be reached in almost every state in the U.S.

Strengths

  • Whole Foods' motto is to provide the highest quality standard food products in its stores, and this has enabled the company to expand its consumer base over the years.
  • Over 5% of the company's total net profits are given back to its communities each year, building even more trust in the brand by millions of customers.
  • The company obtains its products locally and from all over the world, but more often from small, uniquely dedicated food artisans.
  • According to Glassdoor, the company has been on Fortune’s Best Places to Work list for a straight 20 years.
  • Its massive revenue means it can invest in many ideas its competitors would be unable to consider funding due to lack of such capital.

Weaknesses

  • Its dependence on the American markets makes Whole Foods vulnerable. About 97% of its profits came from the U.S. in 2015.
  • The company has experienced some bad consumer perceptions due to overpricing and overcharging its consumers.



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Part
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Wild Fork Foods: Competitive Landscape, Part 4

Fresh Market has an estimated revenue of $1,857,000,000, whereas Thrive Market has an estimated revenue of $96,000,000. An analysis of the competitive advantages, strengths, and weaknesses of the two companies is outlined in the attached spreadsheet.

Fresh Market

  • Fresh Market's competitive advantage lies within its differentiation strategy. The store differentiates itself by creating "a farmer’s market atmosphere, complete with locally-grown produce, bins of freshly roasted coffee, an old-world style butcher shop and fish market, in-store bakery, fresh cheeses and cured meats, and floral stands."
  • The company also enjoys a competitive advantage by offering premium and unmatched prime beef, classified as the best quality by USDA.
  • Fresh Market has a robust and functional distribution network across the US, which ensures that its stores are fully equipped with products to satisfy market needs.
  • The store also offers delivery services through a self check-out process. This has streamlined the purchase process for consumers who cannot make it to the stores physically.
  • Fresh Market has also adopted new strategies that focus primarily on the sale of imported, private, and national brands. This has further facilitated its differentiation strategy by unmatched products to the market.
  • Some company's weaknesses include operational inefficiency that has led to the closure of some of its stores.
  • Fresh Market highly depends on the sale of unique products. This limits a consumer's choices in the type of groceries they may want to purchase but are unavailable in the store.

Thrive Market

  • Thrive Market has an estimated revenue of $96,000,000.
  • The company's operation strategy is its primary competitive advantage. The company sells the world’s best organic, non-GMO, non-toxic, and sustainable brands to optimize the consumer experience.
  • A key strength enjoyed by the company is ensuring that all items sold are ethically sourced as per its sourcing policy. This has helped promote the integrity of the store.
  • Thrive Market offers a flexible membership model for its brands. The model offers brands an opportunity to make their products available to value-oriented health customers.
  • The company provides members with a risk-free membership for the first 30 days. This has elevated the company's reputation. Moreover, members receive wholesale prices for their purchase and can get up to 30% off. Additionally, membership fees cost $5 a month and $60 a year. A member gets "unlimited access to the healthiest foods and brands that aren’t always available in grocery stores."
  • Thrive Market's shipping policy is an additional strength to its operations. Thrive Market offers free shipping for orders and within two days.
  • Inventory management is a major weakness in the company's operations. Although the company has a road map that shows its progress in sales, it is on a manual basis, thus slowing down the supply chain process.
  • Thrive Market is yet to explore fresh and perishable goods' niche. This affects the company adversely as it fails to compete with its competitors in all spheres.


Part
15
of fifteen
Part
15

Wild Fork Foods SWOT

Wild Fork Foods has a unique supply chain process and a great reputation for its high-quality products. However, its parent company is an object of political scrutiny. A complete SWOT analysis of this company is provided below.

STRENGTHS

  • Wild Fork Foods has a great reputation for delivering an excellent farm-to-fork experience that consists of "high-quality sourcing, a blast-freezing process, and same-day delivery to its store locations." It focuses on getting great quality food to the clients' hands "quickly, without a lot of hassle."
  • Wild Fork Foods has a unique supply chain process. It sources the meat from the best slow feeders from Nebraska and Colorado. Next, they age the meat in climate-controlled coolers, which enhances the flavor and tenderness. Finally, the meat passes through a snap-freezing process to reduce crystallization and maintain juiciness, flavor, and tenderness.
  • The amount of choices of main course products they provide makes them unique. According to a spokesperson of the company, they can offer all these products because they have extra shelf space, as they do not offer other types of products, like a regular supermarket does (e.g. cereal, paper towels, etc).
  • Since its foundation in 2017, the company is growing fast. In the last year, it has opened seven stores in South Florida across Boynton Beach, Coral Springs, Fort Lauderdale, Sunrise, Pinecrest, Coral Gables, and West Kendall.

WEAKNESSES

  • Its parent company, JBS USA, is an object of political scrutiny. Sen. Marco Rubio and Sen. Bob Menendez are demanding a federal investigation of JBS USA and JBS (Brazil). According to them, the company has "a powerful influence on the nation’s meat market."
  • Additionally, JBS S.A. has been a subject of controversy for bribery in Brazil, while JBS USA is dealing with price-fixing allegations.

OPPORTUNITIES

  • The global frozen meat market was worth $73.3 billion in 2018 and is expected to grow at a CAGR of 4.4% by 2025. This growth is caused by the increasing adoption of ready-to-eat food and technological development to increase the shelf life and quality of frozen products, especially meat. This consumer trend is a great opportunity for the company, as it focuses on offering ready-to-prepare products.
  • Beef and pork products have the largest share of the US meat market industry revenue. Hence, prices of red meat influence the industry's revenue stream, as higher prices cause increased revenue. If the price gets high, it represents an opportunity for the industry and Wild Fork Foods.
  • A factor driving the growth of the global frozen meat market is the increasing per capita income levels in developing economies. Fresh meat products are "higher-margin, higher-priced grocery purchases," in which consumers spend more when they have increased disposable income, which represents an opportunity for the company.

THREATS

  • The price of meat products drives the industry performance. If this price decreases, it would represent a potential threat to the industry and the company.
  • The agricultural price index, which measures the prices received by farmers for all agricultural products, including livestock, influences the market store industry revenue. However, this index is expected to decrease and pose a potential threat for operators in the industry, including Wild Fork Foods.
Sources
Sources

From Part 09
Quotes
  • "Wild Fork Foods, a meat lover’s delight, is growing in South Florida, but its parent company finds itself in the crosshairs of two U.S. senators, including Florida Sen. Marco Rubio."
  • "Wild Fork marketing manager Tracy Sinclair said Wild Fork has opened seven stores in South Florida in the past 14 months: in Boynton Beach, Coral Springs, Fort Lauderdale, Sunrise, Pinecrest, Coral Gables and West Kendall."
  • "A new store is planned in Doral. She said the store’s frozen meat products are shipped to Florida from a plant in Riverside, Calif."
Quotes
  • "Perhaps one of the most exciting aspects of the Wild Fork Foods experience is the fact that for all its top-quality product and upscale atmosphere, it is the value offered that makes customers decide to make Wild Fork their go-to destination for their meat, poultry, and seafood needs."
Quotes
  • "According to spokesperson Leyli Sobhani, Wild Fork Foods began their concept three years in the US, then a mobile store was launched in February, 2018 in South Miaimi. In November 2018, they opened their first retail store in Fort Lauderdale followed by Coral Springs and Coral Gables in December 2018."