We’ve watched these men push trolleys daily selling veggies to the community ekasi (in the townships) ringing bells to make consumers aware of their presence. Some of us use them for top-up shopping i.e “oopsy I forgot to buy lettuce from Pick ‘n Pay so let me get it from this guy”. Some in the community literally stand there and do all of their veggies’ bulk shopping i.e. “all my 7 salads for Sunday lunch I am going to buy from this man”. These men have literally created a sub-category of distribution by creating a mobile veggies market right there!
In the burbs on the other hand, there is an abundance of outlets like Fruit and Veg city – in fact the brand has become synonymous with quality & fresh produce to shoppers frequenting these outlets. So whilst brands like this one may be scarce if not even absent in the township – fact is consumers there are consuming products sold in their outlets too AND there is a shopping environment that caters to shoppers wanting to buy these products!
It is also no lie that every seller would like a piece of growing spending of “so-called black” consumers – the question is are marketers aware of these yawning opportunities taking place in these townships to capitalise on?
How could one capitalise on such? Well, through CSI strategies we (fresh produce brands) find ways of partnering with these young men using a single-minded ROI business concept. Or even better yet enter this market by firstly piggy-baggin on this existing distribution strategy where we up the means of selling tools used by these guys whilst branding them to create an awareness of our fresh produce brand as endorsers of services rendered by these men?