Crisp - Farm to Fork for the Many

Crisp has a smart business model using the latest technologies in e-commerce. A self-learning algorithm makes sure 1500 products are ordered from 500 growers and producers in very precise amounts every day. And thanks to a sophisticated distribution strategy, there is no waste, no useless kilometers and no needless storage. But this is no recipe for guaranteed success. Crisp will only work at scale. Only then real impact can be made on the food chain. Thanks to the deliberate choices in strategy, design and communication Crisp is a success story, whilst other former similar startups didn’t make it, for example directlyfrom.nl and ztrdg.nl.

In the first year we already reached 1,4% of all Dutch families and sell 2.2 million products. 75% zijn families with young children and 80% previously bought at AH or Jumbo. 85% lives outside of Amsterdam. Our customers order on average 35 products per order: up to 70% of all their groceries. 50% of our audience comes in via organic traffic.

Additional

Crisp is a Dutch startup established in 2018. After a soft launch in November 2018 with a waiting list, Crisp became available for a wider audience in 2019.

Two insights have led to our idea: (1) We compete with regular supermarkets, not specialty stores. And (2) Grocery shopping is a habit. And habits are not easy to change. If we want to cater for daily groceries, we need more than just luxury products.

We chose to position Crisp around a simple story: better everyday food: better taste, super fresh and the best quality. We focus on day to day products in everything we do, but present the products in an attractive visual style with both photography and illustrations.

Identity: Crisp is super fresh and local. Therefore the identity we designed follows the seasons. The flexible logo changes every month to highlight a fresh product.

App: The identity with its colourful photography perfectly fits here and also serves a functional purpose: all products have their own colour which makes the navigation more intuitive. Live tracking for delivery and integrated personal service through WhatsApp is excelling the expectations.

People want better, fresher and healthier food. On the other hand supermarkets are rising and crafts stores like bakeries, butchers and greengrocers are disappearing. Also e-commerce changes the way people shop and the things people buy. Smaller e-commerce retailers with a better and more sustainable and local range of products are rising fast. But e-commerce business in the food industry lags far behind, only 3% of grocery shopping is done online. This is growing fast and mainly day-to-day groceries are bought online from conventional supermarkets. The online market for locally grown, fresh food is small and not so well organised.

Crisp is the online marketplace for everyone who wants better everyday food. Crisp is on a mission to make better food available for the many. Crisp focuses on super fresh and seasonal food, directly stocked from 500 suppliers. To achieve its mission, Crisp needs to make better daily groceries accessible for a wide audience that comes back on a regular basis.

Jury Feedback

DESIGN - E-COMMERCE & WEBSITE / BRONZE

The whole experience is consistent - from using the app to delivering the products to your door. The whole look and feel of the project is very well thought through. Usually you would just see the design of the app but in this case, all touch points are well designed. The app is very high quality - clear and user friendly. The app is all tailored but there is nothing exceptional/interactive resulting from it - this could have scored the project higher as it is quite generic - it is not linked to your personal profile - it is not surprising - they could go further here and make it more fresh. The creativity could have been pushed further in an interactive sense and through innovation.

DESIGN - E-COMMERCE & WEBSITE / MEMBERS NOMINATION

This Nomination was decided on by our Members during their online judging round – it means that this project was selected by them as the best in this category.