Grove Fresh Ltd - Marketing Organic Juices

GFL's juices were not made from concentrates diluted with water, which in the company's opinion, did not qualify as 'organic'. It prided itself on selling 'pure organic juices' -Grove Fresh packs contained only the juice from fruits or vegetables, without any added water, sugar, preservatives, colorings, or additives. The company got its products certified to Soil Association standards.

GFL also introduced juices from unusual combinations of fruits and vegetables, such as Apple & Cranberry, Carrot, Tomato & Red Pepper, Tomato, Celery, Carrots, Beetroot & Onions, etc. The variety of its juice combinations has been another factor differentiating the company's products from other products in the UK market...

Distribution

GFL sold its products through supermarket chains, which dominated the UK market for organic products. In spite of the stiff competition from the supermarkets'own lower priced brands, GFL had not only managed to hold its own, but had also created for itself a loyal customer base. In the 2000s, e-retailing emerged as a distribution alternative for organic produce. The UK had a mix of specialist e-retailers and mainstream retailers with internet operations. GFL sold its merchandise through specialist e-retailers like Simply Organic, a major player which operated only via the internet and sold a wide assortment of organic products...