Charles Odii, co-host of Business Connect, recently had a conversation with Abimbola Balogun, CEO So Fresh Neighborhood Market.

The interview centered on the topic; Driving Responsible Business through Innovation as well as her personal experiences in business start-­up, growth and expansion.

Balogun, during the course of the interview, explained how So Fresh Neighbourhood Market became the number one and most preferred store in Nigeria for fresh, wholesome fruits and vegetables and other natural food produce.

What is so fresh neighborhood market?

So Fresh NG is a healthy food store, as we are the premium Nigerian brand that provides fresh, good clean and healthy food for all our customers. At So Fresh we believe food should be fresh and close to Nature as possible, hence we create tasty, healthy, organic foods and we also retail minimally. We are big on freshness, quality and hygiene. We are the number one prime destination for Nigerians to make clean and healthy food choices

What Products Do you offer?

We have products like fresh juices, fresh salads, chicken salads of different types (spicy and not so spicy) We make smoothies, we make fruits, edible arrangements for your parties and we also retail oils, healthy oils for cooking. We have healthy alternatives to sugar etc. We are big on consumable healthy stuffs.

What Makes So Fresh different from all other suppliers of healthy food and fruits?

Our business model: So Fresh neighborhood market provides a very awesome ambience. Shopping with so fresh saves you a lot of stress, we increase productivity for professionals at work by placing orders online and we get your orders delivered to you fast thereby saving you time, stress, cost and energy. Shopping with So fresh NG is fast and convenient and it is very hygienic as our products are well preserved under the right conditions, temperature and clean environment. You can wait in a convenient environment and watch your smoothie being made.

Do I get Ready Made products or do I get fresh farm products to go Process?

At So fresh, you get a mixture of both. We can take your order for fresh products and instantly process it for you. So we can make your favorite smoothies, juices etc. in your presence while you wait, at So Fresh we operate an Open door policy. We have our Bar where you can just wait and we blend your orders. You can also buy just fruits and vegetables. We stock a wide variety of fruits about 100 types of fruits and vegetables in our store, that’s like an added advantage, (A one stop shop) You can get different kinds of leafy vegetables. All fresh, clean and nicely packaged. We offer online orders. You can place an order via our website, emails, phone calls, whatsapp, text messages, BBM etc.

What was Start up Like for you?

Start up wasn’t as easy as we are getting now with the use of technology right now. Start up was a bit hectic. We had to do all of the shopping ourselves. I started the business with my husband and it was just we both, we didn’t have enough capital, we couldn’t employ people etc. So you can imagine how tedious it was, but our vision got us going. The Vision was clear. We were in business to provide good, clean and healthy food for Nigerians. We go to the Market shop for good vegetables, farm products, fruits etc preserve them hygienically in our store and have people come buy us rather than go to the Market themselves (So we go to the Market for them) helping them to save cost, energy, time etc. With technology now we have innovated the business and our payment options are seamless. You can make transfers, pay on delivery with POS etc.

 

Who were your first sets of customers, Family or Friends?

Yeah we had families and friends, but the strategy has always been the neighborhood, to plant a store, where you had estates and offices. Our stores are located at commercial hubs. E commerce has revolutionized everything we sell Tomatoes, Irish Potatoes etc. online

Do you blend pepper?

(laughs) Its in the big picture. We want to make eating so easy, where you can take a seat at a cozy lounge while you wait as your pepper is being blended.

What is the health benefit of consuming organic fruits?

It is grown with minimal chemicals, no chemicals at all. So it makes direct absorption into your system easier. You are eating nature, raw, fresh produce and it boosts your immune system and keeps your overall well being right.

Do you deliver out of Lagos?

We deliver anywhere in Lagos, but we do not supply fresh farm produce out of Lagos, because of its nature (Fresh ) but we do deliver organic products like cereals, oils and non perishable products. For events outside Lagos we can travel to the destination and go make the products at the events like wedding, ceremonies etc.

Where are your stores located?

92 Awolowo road Ikoyi

71 Opebi road Ikeja.

How Important is exercising compared to eating healthy?

Eating healthy is 80%. Exercise is 20%. You are what you eat. You can’t replace one with another though. They both go hand in hand.

What is your staff strength?

We have 44 employees right now.

Do you have a farm?

We don’t have a farm yet. It is in the big picture. It is in our long-term plan. We have a trusted suppliers and farmers and the products are carefully selected.

How long have you been in Business?

5 years now.

Before you founded So Fresh NG with your Husband what were you doing?

I was a lawyer. Now I am a manager. I am not practicing Law for now.

Can you share with you the level of demand for your Products and services?

We get 40% of our orders from online (What Sapp, BBM, email, Phone call, Web etc.) While we get 60% from Walk in guest. So walk in Guest are still more than online customers.

Who is your typical Customer?

Everyone has got a right to eat. Major demography is those watch what they eat, those trying to manage their weight and are very careful with what they eat. The Fitfam etc.

How expensive are your products?

Our prices are relatively competitive. For instance an apple is N120, which is the same price of apples everywhere.

What were the challenges you faced at start up and how were you able to navigate these challenges?

Nigerians are very careful about what they consume and where they purchase these consumables. Our challenge was trying to convince people about what So Fresh is about and what they stand for.

Customer Service Tips ( 3 A’s of Customer service)

Customer is king, without them there is no business. So when there come to you with complaints.

1. Acknowledge: Acknowledge the complains. Listen and listen carefully.
2. Apologize: Apologize for the bad service or product.
3. Act: Take action, make moves to resolve the complains, even if it means replacing the product or a refund

At so fresh we believe the customer is everything. The customer is the No1, No2 and No3. The customer is the success of our business.