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Wed 20 May 2020 11:33 AM

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UAE start-up Fruitful Day triples business by remaining agile

Fruitful Day, which has moved to a new 5,500 sq ft warehouse facility in Dubai, added new product lines and saw double-digit growth as a result

UAE start-up Fruitful Day triples business by remaining agile

Fruitful Day’s managing partner Marie-Christine Luijckx.

Homegrown UAE-based Fruitful Day, a fruit and healthy snacking company, managed to triple its business in the first month of the lockdown, its managing partner said.

Launched in 2015 with a mission to make a healthy lifestyle easier and more accessible to all by delivering curated fresh fruit boxes to homes and offices, managing partner Marie-Christine Luijckx said the company targeted new customers in initial period of the curfew, which saw residents stay at home in a bid to stem the spread of Covid-19.

“With the start of the lockdown, we were quick to move in terms of focusing on immunity-boosting boxes and gifts and incentivise new customers to order by waiving delivery fees,” Luijckx told Arabian Business.

“Within a month, we’ve been able to triple our home business.”

Luijckx said remaining agile has been important during the onset of Covid-19, and the restrictions that have come with it.

“Now is a time when anyone who is a business leader needs to think on his or her feet and act fast to adapt to challenging situations. For us, it’s meant shifting our focus to how we can help homes to snack healthy without leaving their homes,” she said.

“Throughout this period, we have not lost our focus on quality, service and cleanliness – now more than ever it’s important to protect our clients, staff and community.”

Fruitful Day, which has moved to a new 5,500 sq ft warehouse facility in Dubai, added new product lines and saw double-digit growth as a result.

The company recently launched its raising round on equity crowdfunding platform Eureeca, where its has already successfully raised $146,596 of its $250,000 target from 22 global investors, with further funding commitments already in the pipeline from Eureeca’s investor network.

Starting out

Luijckx, after many years of working for corporates, said she saw an opportunity to tackle the problem of unhealthy snacking in the workplace through creating a fresh fruit delivery business. The mission, she said, is to become the Middle East’s premier fruit and healthy snacking company.

“From early on, our focus was on building a recognisable brand that exudes positive energy and happiness and is trusted for its commitment to quality and convenience,” she said.

“Over the last five years, we’ve built a vertically-integrated business that carries out the end-to-end process of sourcing, preparing, and packaging of delicious fruit and other healthy snacks. These products are delivered in our own refrigerated vans so that the customer experience is exceptional from start to finish.”

With corporate fruit delivery service in place, Fruitful Day launched a healthy home and gifting service.

“With the start of each new vertical, we always think about health and happiness first. I believe this is what really set our gifting range apart from the very beginning and why it has been such a success,” Luijckx said.

The plan to move to a 5,500 sq ft warehouse facility last year – from a 1,300 sq ft facility – was simple, Luijckx said: optimise, grow, and innovate.

“By raising money, it not only allows us to aggressively grow our existing verticals, it also means we can expand into new FMCG products. These new products present an opportunity to scale outside of the UAE,” Luijckx added.

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