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64 CERES Fair Food is an online organic grocer and carbon neutral food delivery service in Melbourne that is helping to create healthier, happier, and more secure local food systems. WHO THEY ARE CERES Fair Food’s mission is to do good at every part in the food chain; Buy fair - buying food from local farmers and grocery producers at fair prices and stick with them season after season. Employ fair - giving asylum seekers and new arrivals, who make up around half of their 25 staff, that crucial first job in Australia. Build community - delivering food orders to a network of 67 volunteer Food Host pick-up points in neighbourhoods across Melbourne. THE CHALLENGE To date CERES Fair Food has built a fantastic track record as a revenue generating social enterprise for CERES, providing a third of their income. But in order to achieve broader social, environmental and financial goals the business needs to scale and expand its footprint geographically. Expansion would place strain on the current organisational structures, therefore requiring a dramatic redesign in logistics, systems and processes, in particular warehouse operations and order fulfilment capability. TDi worked with CERES Fair Food to prepare for investment that would enable them to scale and therefore increase our social and environmental impact. WORKING WITH TDi CERES Fair Food represents a beautiful potential case study for the Impact Investment community, because of the unique position their business is in. As a well recognised brand, with long-term connection with the community and an established operating business, CERES Fair Food will provide an example of how other community organisations can retain their roots and mission while becoming investable and scaling the impact they have in the world. TDi aimed to set up the broader CERES business for ongoing success, streamline future investment opportunities and produce templates, systems and processes that will position us powerfully for the future. SNAPSHOT — CERES FAIR FOOD
65 TDi’S PERSPECTIVE CERES Fair Food is a great example of a business that can deliver great results in its current stage, but can do so much more whent it works at scale. They have a strong management team, solid track record, and a large group of loyal, happy customers. TDi’s work is focusing on customer acquisition and retention, as well as designing new ways of tackling the logistics issues that face any delivery business. Investment can make this possible, and there are a number of options for making it work. ‘What I love about CERES Fair Food is that you can see so much social good coming from every single purchase a customer makes.’ – Isaac Jeffries Business Model Consultant, TDi
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1 THE FIRST CHAPTER
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5 THE FIRST CHAPTER
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7 Contents Preface The Setting —
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9 PREFACE As I reflect on Theodore
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11 THE SETTING
Page 13 and 14: 13 donkey wheel, Sidney Myer Fund a
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Page 17 and 18: 17 There is a time and a place for
Page 19 and 20: 19 ‘It is hard to over-state the
Page 21 and 22: 21 THE BASICS
Page 23 and 24: 23 WHAT IS IMPACT INVESTING? ‘Soc
Page 25 and 26: 25 Management To appeal to investor
Page 27 and 28: 27
Page 29 and 30: 29 WHAT IS A BUSINESS MODEL? ‘A B
Page 31 and 32: 31 THE JOURNEY
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Page 35 and 36: 35 Three Unhelpful Obsessions If th
Page 37 and 38: 37 Social Focus The ‘Social Focus
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Page 41 and 42: 41 From the beginning we had talked
Page 43 and 44: 43 WHAT DOES GRASSHOPPER SOCCER HAV
Page 45 and 46: 45 THE WORK
Page 47 and 48: 47 What we set out to do… Our vis
Page 49 and 50: 49 2 4 1 3 Business Model Workshops
Page 51 and 52: 51 EDUCATION AND AWARENESS BUILDING
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Page 57 and 58: 57 Management To appeal to investor
Page 59 and 60: 59 How much investment did you take
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Page 63: 63 TDi’S PERSPECTIVE STREAT was t
Page 67 and 68: 67 TWO FEET Over a 6-month period w
Page 69 and 70: 69 INVESTMENT READINESS PROGRAM Our
Page 71 and 72: 71 TDi’S PERSPECTIVE TDi has give
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Page 75 and 76: 75 TDi’S PERSPECTIVE Digital Stor
Page 77 and 78: 77 INTERNATIONAL EXPANSION The resu
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Page 81 and 82: 81 TDi’S PERSPECTIVE Jackson has
Page 83 and 84: 83 TDi’S PERSPECTIVE Policy Booth
Page 85 and 86: 85 funding to establish the NAB Imp
Page 87 and 88: 87 TDi’S PERSPECTIVE Ethical Prop
Page 89 and 90: 89 TDi’S PERSPECTIVE TDi worked e
Page 91 and 92: 91 THE NEXT CHAPTER
Page 93 and 94: 93 It hasn’t all been success and
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