We get to talk this week to Fiona Raphael, the entrepreneur behind the brand Produce Pod, a unique storage solution that can keep vegetables stored in the fridge remain fresh for up to six weeks. Fiona came across this innovation by accident while was on maternity leave as she sought to cut down on her plastic waste. She would stumble upon the idea of using wet bags made of PUL fabric to store her produce, inspired by the modern cloth nappies she began to use as soon as her son was born.
ISB: What makes the combination of cotton and PUL an ideal produce storage solution?
FR: Veggies either wilt or rot, and most produce storage methods combat one or the other of those issues, but not both. For example, plastic bags reduce wilting but they trap condensation which promotes rotting. The brilliant thing about PUL is that it allows condensation to escape, but at a reduced rate. It’s also breathable. So it achieves that balance between retaining moisture, enabling condensation to escape, and allowing produce to breathe. When you put PUL and a damp cotton layer together, they are a magical combination for veggie storage because moisture levels remain balanced for so much longer.
ISB: What was the most challenging aspect of marketing a first-of-its-kind product like this and how did you successfully address it?
FR: I assumed that having a first-of-its-kind product would be a huge advantage and it would be easier to market. However, when nobody knows about your product, you have a lot of education to do within a short period of time. People don’t know what they’re looking at. It’s a real communication challenge. I believe that video is hands-down the best way to communicate this kind of concept.
ISB: How did Produce Pod manage to achieve almost $90k in sales in just under two years?
FR: It has all been very organic, and mostly via Instagram. When I started Produce Pod I didn’t have the budget for paid ads, and I believed that if the product was truly great (as I felt that it was!) then word would get around. Sales were extremely slow for the first eight months, perhaps unsurprisingly. We then had a massive boom when the Pods were recommended on Facebook and Instagram by an influencer in the caravanning community. We are now at a point where we have a small number of fantastic brand ambassadors who drive most of our sales. Other marketing channels are almost untapped, so there is a lot of room for growth.
ISB: How do you achieve balance in running this venture while also juggling your roles as a mother and a lawyer?
FR: I wouldn’t say that I achieve balance. However, I’m able to do all three by having my priorities in order. Produce Pod is the third in that list of priorities. This means that growth is much slower than it could be if Produce Pod was my first priority. I’m okay with that; there’s no rush. I do a little bit of work on the business every week and focus on what’s in front of me at any given time.
ISB: What is your vision for Produce Pod’s growth in the next couple of years?
FR: I’m expecting a lot of growth. We will probably start to wholesale which I expect will lead to a significant increase in our overall volume of sales as well as visibility. We also have a lot of marketing channels we have yet to tap into. My vision is to go from something that very few people have heard of, to something that’s well known. How many people have veggie storage woes? We have the solution to a problem that exists in nearly every household.
ISB: What is the most important lesson you’ve learned in this business journey that a would-be entrepreneur can learn from as well?
FR: Things have been easier for me since I started outsourcing. Doing everything myself was the right decision at the start of the journey, and enabled me to continue for eight months with minimal sales. However, when sales started picking up, doing everything myself became unsustainable, fast. If I hadn’t outsourced order fulfillment when I did, everything would have fallen apart. I think it applies in any kind of business. It’s a good thing to consider early on, before the need arises. What will you outsource first, and how? Then when the time comes, hopefully you’ll be ready!
