The Challenge: Scaling Beyond Local Delivery

• Hungry Harvest initially operated as a B2C produce delivery service, but many former customers who moved outside of our delivery zones still wanted access.
• The cost-to-serve individual households was high compared to potential B2B opportunities.
• We needed a way to re-engage former customers while exploring scalable revenue streams.

The Solution: A Multi-Phase Expansion Strategy

📌 Phase 1: Launching the On-Demand Website

• Identified demand from former customers outside existing delivery areas.
• Built and launched an On-Demand ordering site in 90 days.
• Integrated automated shipping workflows to enable broader coverage.

Results:

• Increased customer re-engagement by 22%.
• Opened new revenue streams without expanding local delivery routes.

📌 Phase 2: Data-Driven B2C vs. B2B Analysis

• Conducted a profitability analysis comparing direct-to-consumer (B2C) vs. business partnerships (B2B).
• Identified that B2B (Food is Medicine) had 3x higher revenue per order and equal logistics costs.
• Developed a strategy to shift focus toward bulk healthcare & institutional partnerships.

Results:

• Proved that B2B LTV was 2.5x higher than B2C.
• Helped drive an internal strategic shift toward scaling B2B partnerships.

📌 Phase 3: Expanding the Food is Medicine (HarvestRX) Program

• Designed a portal and data-driven reporting dashboard to manage orders and measure impact for healthcare partners.
• Designed a custom fulfillment workflow for bulk deliveries to hospitals & social programs.
• Introduced customized meal kits tailored for healthcare recipients.

Results:

• Projected B2B to grow 3x compared to the B2C model.
• Healthcare partner retention improved by 40%.
• Reduced logistics costs by 20%.