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August 9, 2022
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Obor21.ro, the first digital peasant cooperative in Romania, records 55% increase in turnover in 2021

Average order: 230 lei, 35-40% recurring customers

Obor21.ro, the first digital peasant cooperative in Romania, concludes its second year of activity, with a turnover of 155,000 Euros, an increase of 55% compared to the previous year. The significant evolution was supported both by the acceleration of e-commerce in the pandemic and by the change in the consumption behaviour of Romanians, the increase of recurrence of placed orders being a key indicator in 2021. For 2022, the two founders aim to diversify their product portfolio and expanding the delivery area, thus expecting a doubling of turnover.

The average order remained at approximately the same value as in the previous year, respectively 230 lei, according to Obor21.ro data. However, there is a noticeable change in consumer behaviour- if in 2020, the pandemic context created panic, and the purchase of food was accelerated to create supplies, in 2021 the purchasing behaviour was more relaxed.

Figures at the end of the year show that in 2021 lower value orders were placed, but with a higher recurrence. This trend sends a positive signal in terms of changing purchasing and consumption behavior: customers plan their purchases and meals with meat products, consuming more fresh products instead of ordering more and freezing, said Florian Mateiță, co-founder of Obor21.ro.

35-40% of customers returned for a new order, and 20% are customers with at least 4 orders placed in 2021. The average number of products ordered on Obor21.ro remains at 5-6 products / basket, as well as the seasonality of orders, April being the most dynamic month in terms of sales. At the same time, Obor21.ro reports year-on-year, significant increases in sales of goat meat (60% increase compared to the previous year) and lamb (16% increase).

By far, the best month of 2021 was April, due to Easter. If Romanians buy pork at Christmas, Easter is par excellence dedicated to lamb and goat meat, a healthier alternative to lamb. Moreover, after a 2020 in which our customers have become accustomed to finding goat and sheep meat on offer at any time, in 2021 we noticed an increase in interest, especially for the first category, which was ordered unrelated to Easter as well, detailed Florin Mateiță, co-founder of Obor21.ro.

 

Changing consumer behaviour – growth engine in 2021

 

According to a survey conducted online at Obor21.ro in the second half of last year, nationwide, most Romanians buy meat from the supermarket, but over a third prefer groceries and specialty stores, online or offline, 19% buy from to private sources (from peasants), and 7% from farms. When buying meat from the country, whether it is from farms, individuals, or specialty stores, almost half choose fresh meat, not frozen, preferably in small pieces. The election confirms the trend of the last year towards a balanced consumption, avoiding food waste and unnecessary expenses.

Those who buy products from Obor21.ro are, in general, consumers with a developed culture regarding food, interested in the origin and traceability of the products. Increased shopping appetite for mutton, especially goat, products that are not commonly found in the portfolio of supermarkets or specialty stores, is shaping a new segment of customers – those who are passionate about cooking, who order custom products as a type of cutting to prepare specialties at home. In this sense, the investment in the equipment dedicated to the preparation of these special products was a priority for Obor21.ro in the previous year.

2021 was the year of the good meat lover, relaxed, who likes to explore in the kitchen, and makes the effort to cook as tasty as possible. The positive dynamics of the generated sales was, of course, partially influenced by the pandemic context that favoured e-commerce segment, but especially by the change in the consumption behaviour of Romanians. In the HoReCa area, the relaxation of the conditions did not bring back the same appetite of the customers for restaurants, but, on the contrary, many continued to order online and cook at home, Florin Mateiță explained.

Expansion plans: product portfolio and delivery area.

For 2022, Obor21.ro aims to continue and expand the collaboration with specialty stores and HoReCa, segments that accounted for 26% of year-round sales, and to diversify the product portfolio, while investing in expanding capacity and area delivery. The two founders expect to double the turnover in 2022, based on the constant increase in the number of customers and the high recurrence of existing customers, along with the mentioned extensions.

We are working to expand the delivery area to the north of the country, where we have had constant requests for delivery in 2021, and we hope to achieve this in the first half of 2022. We also aim to diversify our portfolio to new product categories to support the concept of digital peasant cooperative. It is a year of growth, so we also plan to increase the number of delivery days – currently two per week -, respecting the principle of meatbooking – reservation before slaughter – and the promise to deliver fresh meat in a maximum of 72 hours, added Florian Mateiță.

 

About Obor21.ro

 

Obor21.ro platform was launched in February 2020 by Iunia and Florian Mateiță, with an initial investment of over 80,000 euros.

Obor21.ro is the digital bridge between the village and the city, which offers access to authentic meat from the country, in sanitary-veterinary conditions of the 21st century, and the farmers raising animals have a market and taxed income. Caring for the environment is a concern, so reserving meat before slaughter is both a guarantee for freshness and a solution for responsible, sustainable consumption, without losses and without unjustified slaughter, explained Florian Mateiță, co-founder of Obor21

The meat reserved through Obor21.ro comes mostly from the peasant households from Botoșani and Suceava counties. It is delivered to the final consumer exclusively by courier, under controlled temperature conditions, within 72 hours of slaughter, accompanied by a quality certificate. Reserving meat is a guarantee of freshness for customers.

Each label shall contain detailed information on the origin of the products, including the village where the slaughtered animal was reared, as well as the date of slaughter, the date of vacuum packing and the expiry date of the product. The meat is processed, including its packaging, in an EU authorized slaughterhouse (indicated on the label), and the entire flow to the customer’s door is taxed and designed to comply with veterinary regulations.

Currently, Obor21.ro covers, in addition to the Capital area and Ilfov, six other cities: Ploiești, Constanța, Galați, Brăila, Buzău and Focșani.

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