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F&B Meal Delivery Service

The Social Impact Organization

Farmster Junior

Farmster Junior (FJ) is a social enterprise working on agriculture platform to create a livelihood for the B40 group, refugees and the handicapped.

The Design Challenge

Design a solution that makes farming engaging and rewarding so that farmers are fully invested for the long term which, in turn, helps create more urban farmers in these B40 communities.
Farmster Junior (FJ) is a social enterprise working on agriculture platform to create a livelihood for the B40 group, refugees and the handicapped. It works with various training centers, universities and communities, both in Penang and Kelantan, to provide education on farming – from guidance in crop sowing, land cultivation to education on different harvesting techniques.
FJ provides opportunities to explore farming as a way to earn a living to the young adults in B40 communities. Even so, these communities farm out of necessity instead of seeing it as a huge entrepreneurial possibility.

The 'A' Team: IM4U

The Proposed Solution

We intend to expand the profit margin of urban farming business in order for B40
community group to witness the entrepreneurial potential in involving.
HELLO FRESH PENANG
1. Meal-kit delivery service: Establishing a platform for urban farmers to market their
produce in a more consumer friendly way which targets the working population,
single household, and students.
2. We will source produce from local farmers or wholesale fresh produce market.
3. Fresh produce will be assemble and process into ready-to-cook meal kit – recruiting
B40 group to packing process (as we acknowledge that during the starting phase of the
project, urban farming wasn’t prevailing in Penang, in terms of commercial scale of
production therefore we can still involved B40 group in the production phase at the
same time providing them job opportunities)
4. Consumer can customised their meal kit on our developed website / mobile app and
meal-kits will be delivered weekly in order to ensure quality and freshness.
HELLO FRESH PENANG 2.0
5. During the later phase of the project, we plan to also establish a platform for B40 urban
farmers to trade their produce online (targeting family household) directly with the
consumers, provided prevalence of B40 urban farming community is established.

How We Did It?

The
Game Plan

Phase 1 | Planned Activities

Activity:
PHASE I : Identifying Problem
1. IM4U team will assess the popularity of
FARMSTERS JUNIOR and recommend
solutions to establish FARMSTERS
JUNIOR’s online presence to promote
MEAL KIT.

Phase 1 | Actual Deliverables
30/05/2019

1. Have decided on FJ as the lead of this project
2. Have decided to run a survey to understand Penangite’s thoughts on having a healthy meal kit service for them
3. Behind time on deciding menu, source of produce, etc

Phase 2 | Planned Activities

PHASE II : Developing Content and
Solution
1.Develop online content for FARMSTERS
JUNIOR and create online presence in
i. Facebook
ii. Instagram
iii. Website
iv. Optimizing search engine to better
promote the project and the enterprise
Deliverables:
1. FARMSTERS JUNIOR’s online presence
in
i. website
ii. facebook
iii. instagram

Phase 2 | Actual Delivarables
June 30th 2019Amended to July 12th

Developing Products and Services
i. Develop recipes
ii. Recipes review by professionals

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Progress Summary

1. Have decided on FJ as the lead of this project
2. Have decided to run a survey to understand Penangite’s thoughts on having a healthy meal kit service for them
3. Behind time on deciding menu, source of produce, etc

What we did in 6 Months

Project Outcomes

Our KPIs

Deliverables

Marketing Result:
36 responses gathered from the survey
19 followers for Farmsters Junior Instagram Page

Visualization of our efforts

OUR STORY IN
PHOTOS

What we Hope for

Future Impact

- Provide job opportunities for Penang’s B40 community
- Encourage B40 community to venture into urban farming
- Encourage working population, students and small size household to eat healthier at the same time get their hands on preparing their own healthy meals

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