Happy Grocers Delivers Inclusive Sustainability

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The year 2020 remains etched in our memories, a year plagued with uncertainty, anxiety, facemasks, and sanitizer bottles. The simple became complex, and ease turned into struggle overnight. Amidst this, however, a few visionary souls seized the sourest of lemons and transformed them into the sweetest lemonade of opportunity.

 

“One day, while browsing Facebook, I came across acquaintances struggling to access organic fruits and vegetables, and eco-friendly grocery delivery,” Moh recalls. She acted swiftly by posting a simple message on her Facebook profile, offering grocery delivery within three days.

 

The first order came through in less than 24 hours, marking a spontaneous response to the crisis. However, this immediate reaction also exposed additional problems within the food system. “Happy Grocers didn’t initially have a business plan; it evolved from our response to these challenges,” she says.

 

The business has since advanced into a social enterprise, bridging the gap between consumers and their food sources, while fostering better relationships with farmers. It’s a win-win situation, really.

 

But while this feat earned Moh a spot in the Forbes 30 Under 30 – Asia – Social Impact list, the journey has been rocky, to say the least.

 

“I had no idea how I was going to deliver.”

 

Happy Grocers was inundated with approximately 20 orders within the first few days. “It was overwhelming. Without any logistics or team in place, I had no idea how I was going to deliver,” she recalls. It was then that Moh thought of Pearl—a close friend from college.

 

For the longest time, they operated out of Pearl’s garage, juggling all deliveries themselves. Then, in the ninth month, they unveiled their headquarters, which doubled as their warehouse.

 

 

“We weren’t afraid of imperfection.”

 

Without the pandemic, Happy Grocers might not have been born in the same way. “During the initial days of the pandemic, there was so much uncertainty that no one knew the perfect way to respond,” Moh reflects. This lack of clarity and the absence of expectations meant that the fear of failure was quite low. “People were just trying to figure things out. It actually worked in our favour because we weren’t afraid of imperfection.”

 

Within three years, Happy Grocers successfully partnered with 200 farmers. These early partners were identified as having significant potential, with some of them having already adopted sustainable practices.

 

“It made the most sense to start with this group of farmers. Imagine if I had a website where people could order products, but wasn’t able to ensure consistency in supply,” Moh explains. “That would’ve been a disaster.”

 

“Sustainability that’s not inclusive, doesn’t count for much.”

 

But soon, Moh realized that prioritizing just organic certification opposed her goal of inclusive sustainability. “There are about 15 million farmers in Thailand. So, if we had solely focused on organic certified farmers, we would’ve excluded a significant portion of people from the system. Sustainability that’s not inclusive, doesn’t count for much,” she declares.

 

To further her goal of nurturing inclusive sustainability, Moh stresses the need to avoid branding her business as luxurious or exclusive. “We aren’t situated among the super affordable, non-certified products, nor do we venture into the territory of upscale supermarket pricing. Our aim is to provide a balance that many find just right.”

 

 

In a recent study by Bain & Company, nine out of 10 people said they’d pay more for eco-friendly or healthier products. But there’s a predicament at play: words often fail to align with actions. As per the study, “Companies that close this say-do gap set themselves up for success.”

 

Happy Grocers sources directly from farmers, eliminating middlemen and reducing costs, which opens up many possibilities for offering consumers better prices.

 

At present, new products arrive every two or three days at their Ekkamai warehouse. “We use banana leaves to maintain product freshness during delivery,” Moh adds. Additionally, a customer-friendly policy is in place, allowing for returns or refunds in case the product doesn’t meet expectations.

 

“Driving demand is the key to transformative change.”

 

This approach paves the way for a better customer experience, which in turn, boosts demand. “We’ve learned that driving demand is the key to transformative change,” Moh says.

 

In Thailand, even though farmers may have avenues for accessing financial resources, they often struggle to use them effectively to increase their profits. Continuing with traditional practices and barely breaking even isn’t a sustainable solution. “Ultimately, the major challenge lies in the lack of access to a broader market. Without scaling up demand, building a genuinely sustainable future remains an uphill battle,” says Moh.

 

 

Acknowledging that the sustainability cause requires collective action, Happy Grocers teams up with other social enterprises, organizations like the Thai Chamber of Commerce, as well as government agencies and embassies.

 

The social entrepreneur also underscores the crucial role of mentorship in the entrepreneurial voyage. “Leadership choices play a pivotal role in determining success and competitiveness, which are equally vital alongside sustainability initiatives,” she asserts.

 

Society often perceives traditional for-profit businesses as inherently profit-driven and competitive, while social enterprises are seen as more altruistic and less aggressive. These external perceptions can influence an entrepreneur’s approach and decision-making.

 

 

“Being sustainable shouldn’t be an excuse for lacking competitiveness.”

 

“In practice, the coexistence of sustainability and profitability is the catalyst for lasting change. I personally view this as a valuable lesson I’ve learned,” Moh says. “It’s essential to understand that being sustainable shouldn’t be an excuse for lacking competitiveness.”

 

Staunchly adhering to these principles, Happy Grocers aims to collaborate with 100,000 farmers in Thailand by 2027, skillfully balancing the delicate dance between demand and supply.

 

Beaming with optimism, she says, “Sustainability can genuinely be within reach for consumers and lucrative for businesses. It’s all about adopting the right mindset, and remaining open to the possibilities.”

 

Full story: THAILAND NOW 2023-11-13

 

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Which one of them is Moh?