Healthy eating franchise 5aday Box - Franchise News England

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Healthy eating franchise 5aday Box

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03/06/10

Tony gets off to a flying start with healthy eating franchise

5aDay Box’s most recent franchisee, Devon-based Tony Henderson, was amazed at how quickly his new business was up and running.

The 5aDay Box franchise far exceeded Tony' expectations and the franchisor’s projections. “The response has been phenomenal,” says a stunned Tony. “With any new venture you expect to start steadily and that the business will grow. But this one has taken off like a rocket. Whilst we are having to put in extra hours to meet demand, the rewards are more than worth the effort. Already we’ve had to revise our original, cautious, plans to expand at the end of year one and, instead, we think it’s more likely to happen in the first few months. In the meantime, we are receiving fantastic support from the head office, who have given us extra drivers and vans so we can complete our orders.”

The franchise offers a fresh fruit and vegetable home delivery box, containing a wide range of top quality produce that is, typically, between 30 and 50 per cent cheaper than the supermarkets. “We offer quality, convenience and economy, which is an irresistible combination,” comments Tony. “People are aware of healthy eating campaigns and the need to reduce obesity rates. The 5-a-Day Box system makes healthy eating economic and achievable,” he adds.

Tony receives an e-mail alert every time a new customer registers on the franchise headquarters’ website, so he can see and chart progress. Currently, he is adding an average of 60 to 70 new customers each day to his database, sure testimony to the excellence of the franchise’s launch marketing campaign which included local press advertising, leaflet drops and on-going rewards to loyal customers.

“Word of mouth is important too,” Tony explains, using his experiences during his first week to illustrate the point. “I was delivering to a customer when a neighbour came from across the road and said: ‘Oooh, that looks really lovely. Can I buy one now or are the boxes just for special people?’ . Then, as I was explaining to her, another lady came along and wanted to sign up there and then. These boxes just sell themselves the minute people see them and can smell how fresh everything is.”

Tony is originally from Jersey but lived in India for a while setting up a new business with his wife, Kavita, before needing to return home again to care for his elderly father. He recounts: “After my dad died, we wondered what to do next, considering whether to go back to India or move to UK, somewhere accessible to London where Kavita’s family live so our two young daughters could have close contact with their grandparents.

“We opted to move here but wanted to live somewhere like Jersey, so Devon and Cornwall were the obvious choices. Having decided that, we found a house and then looked at ways to earn a living. I didn’t want to go back to anything I’d done before – marketing or lecturing on history, for example. We thought about a business or importing and selling goods but we decided we wanted to do something new and different. We also wanted to do something that would be meaningful and important to people, so 5aDay Box met all our criteria. The food is such a joy and so well received by customers.”

5aDay Box’s policy is to source local produce wherever possible, dealing directly with local growers and farmers or from other parts of the UK when local goods are not available. This ensures that imported food is kept to a minimum.

Tony and Kavita decided to buy a franchise rather than set up a new business on their own, having recognised the benefits and advantages of franchising. “We knew we would get good training and support and therefore have a much greater likelihood of succeeding. Time has proved us right on both counts: the support has been superb and our business is incredibly successful within a very short time. When you visit head office, the level of professionalism is immediately obvious, reflecting the experience and expertise gained from supplying quality fresh produce to caterers and retailers for over 50 years.”

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