Commercialisation Plan

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Commercialisation Plan

Competitive Edge

Arista Farming’s main competitive advantages are:

Efficient production utilising automated mobile NFT “open” gutter growing & harvesting system with the integration of the system
Circular waste management system
Experience in the agriculture industry goes back to 2000.

Marketing Strategy

Arista Farming will feature advanced equipment imported from Denmark to create a semi-automated open gutter growing & harvesting system. In recent years, there is strong government support for locally produced vegetables – we aim to leverage on “eat local” movement to market our produce. With a production capacity of nearly 1.2 million kgs of vegetables per year, we target to distribute our produce to all supermarkets in Singapore.

At Arista Farming, our business strategy is built upon a foundation of sustainable growth and innovation in the agricultural industry.
Our key elements are as follows:

Vertical
Integration

We aim to enhance efficiency and maintain control over the entire supply chain by implementing vertical integration: this involves expanding our farming operations and investing in the latest greenhouse technologies to ensure a consistent supply of premium-quality vegetables year-round.

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Diversification of
Offerings

While leafy vegetables are our primary focus, we are actively exploring opportunities to diversify our product offerings. By expanding into complementary crops and value-added products, we seek to cater to a broader customer base and appeal to an wider range of tastes and needs.

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Market
Expansion

As we move towards local production with our upcoming greenhouse facility, we plan to expand our market presence beyond supermarkets to include restaurants, hawker centres, and other food service providers. Additionally, we are exploring potential partnerships for exporting our produce to neighbouring countries.

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Sustainable Farming
Practices

Environmental sustainability is at the core of our business ethos. We are committed to implementing eco-friendly farming practices, such as water conservation, renewable energy utilization, and responsible waste management. Our goal is to create a positive impact on the environment and contribute to a greener future for all.

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Technology
Adoption

Embracing cutting-edge agricultural technologies is a crucial aspect of our strategy. We are investing in smart farming solutions, data analytics, and automation to optimize resource utilization and maximize productivity.

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Quality Assurance
and Certifications

We prioritize maintaining the highest quality standards for our produce. We have obtained a Temporary Occupation Permit (TOP) and are currently applying for certifications such as Good Agricultural Practices (GAP) and Hazard Analysis and Critical Control Points (HACCP) to ensure the safety and quality of our vegetables.

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Customer
Relationships

Building strong and enduring relationships with our customers is paramount - we aim to be responsive to their needs, provide personalized service, and tailor our offerings to meet their specific requirements.

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Source of Volume

Relationship to Marketing objective

Possible channel strategies would consider the following:

1

Leverage eat ‘local’ and other consumption trends
2

Optimize marketing spend with adequate capital to grow internationally
3

Drive value versus price
4

Bring a better variety (of leafy produce) to market
5

Make the leafy produce fun and convenient
6

Think beyond conventional markets to producing crops for nutraceuticals,
7

Co-market with the sales channel partners (wholesalers)
8

Create in store marketing (the retailers/supermarkets)

Acquisition

Retention

Simulate
Demand

Attract New Category Users

Increase Consumption among current users

Steal
Share

Attract New Category Users

Increase Consumption Among multi brand users

Channel partners and retailers’ attribute performance will be a key factor in determining the types of marketing programmes that would be implemented. Arista Farming will adopt a proactive marketing plan to sell-in its leafy vegetables to its intermediaries, with focused priority on supermarkets, and then on F&B options. We will emphasize on the superior taste and nutritional benefits, as well as reliable year round output of our climate-controlled greenhouse facilities.The company will also develop a website and increase its social media presence. Future marketing strategies and programmes are being developed as mentioned and not included in this plan.

Sales Strategy
Arista Farming’s produce will mainline sold through wholesale marketing. Shipments of vegetables will be pre-packed and transported and customized as per orders.

x Farm workers

Organisation Structure

Management CEO

Advisory Board (TBC)

Farm Management

Sustainability Farming & Tech

Farm Infra Management & Maintenance

Business Transformation & Development

Office management

Farm Operations

Supply Chain

Sales / MKT & Distribution

ioT

Waste Management

Finance

admin/HR