Press release from 11 January 2023
Trotz herausforderndem Marktumfeld im 2022 konnte sich Farmy auf hohem Niveau halten
In 2022, Farmy was able to maintain the high level of sales from the pandemic years, at CHF 31 million. However, due to the general economic situation, the company's focus changed from growth to profitability, which also led to staff reductions. Last year, Farmy not only launched Alnatura Online in Germany but also received its B Corp certification with an above-average 103.6 points. The acquisition of Blumenpost also took place at the beginning of the year, and Farmy now offers an extensive supermarket range. The relocation and investment in new warehouses in Spreitenbach, on the other hand, has been cancelled.
The year 2022 was a special one – including for the Swiss online farm shop Farmy. The Corona high of the online food trade is over and Switzerland is experiencing a challenging macroeconomic mood. This has hit fresh, high-quality, local and organic food retailers particularly hard, as customers are once again looking at their wallets rather than freshness and sustainability.
Despite all this, Farmy is looking positively to the future: the course has been set and will ensure a forced expansion of the product range from spring onwards, which will offer young families and price-sensitive customers in particular a wider choice. The focus on regional quality remains unchanged.
Credit: Farmy
Farmy continues to grow
Although 2022 was not a growth year and sales are slightly down compared to the previous year, Farmy's average growth rate over the last four years is a whopping 53 %. "If you adjust the growth for Corona and the impact on consumer sentiment, it shows that with Farmy we are growing far above the market and gaining market share," explains Tobias Schubert, co-CEO and co-founder of Farmy.
Already in January, Farmy received a blooming addition when the young company took over the sustainable start-up Blumenpost. Since then, seasonal, colourful bouquets have been tied directly and freshly at the Farmy HUB in Zurich and delivered throughout Switzerland.
More on the acquisition of Blumenpost here.
In addition, Farmy has recently become a proud holder of the B Corp certification, which recognises companies that meet the highest standards for social engagement, sustainability and transparency. Farmy received an above-average score of 103.6 in the B Corp evaluation.
Read more about Farmy's B Corp certification here.
Goal: Profitability
During the year, the focus shifted away from capital-intensive growth: Farmy's goal is profitability and cost reduction. Personnel costs have already been reduced by cutting around 30 % of the workforce in the second half of the year.
Other steps include a change in focus, especially in marketing, and the introduction of a surcharge on orders of less than CHF 100. On the one hand, the aim is to save CO2 by placing more large orders. This not only makes deliveries more efficient but also reduces emissions. On the other hand, the average order value increased by 20 % to CHF 150.
Farmy goes crowdinvesting
Even with the company's changed focus, capital is still needed. Thus, in 2022 Farmy decided to launch a different type of financing round in the form of crowdinvesting. "In this financing round, we decided to also allow our community, our producers and actually the whole of Switzerland participate in the success of our company," explains Roman Hartmann, co-CEO and co-founder.
In keeping with the start-up spirit, in October the campaign was conceived, planned and finally implemented together with the shareholders in just a few weeks. The sale of Farmy Shares raised CHF 4,2 million within a few weeks – mainly from loyal Farmy customers and producers.
More about the crowdinvesting campaign here.
Credit: Farmy
Cooperation with Alnatura
In addition to the online farm shop in Switzerland, Farmy is internationally expanding its second pillar as an IT service provider with Farmy Solutions. After the successful launch of the pilot Alnatura Super Natur Markt Online in Berlin in June 2022, the delivery service was extended to other Berlin markets as well as Frankfurt am Main in August. At the same time, Farmy now offers the largest online range of Alnatura products in Switzerland. In addition to Alnatura products, Farmy has also been offering almost 50 Alnavit products (gluten- and lactose-free products) and around 60 Alviana Naturkosmetik in Switzerland since the end of August. The range is to be further expanded.
More about Alnatura and Farmy Solutions here.
Fresh prospects
Strengthened by successful crowdinvesting and the trust of the new investors, Farmy wants to become more attractive for families in the middle-income bracket. To this end, "Farmy Family" will be launched, which will contain tips, recipes and special deals such as gifts and exclusive offers. In addition, more Swiss Love Brands will be added to Farmy’s range.
About Farmy
Farmy is the online farm shop for fresh and authentic food with transparent origins. The range includes a large selection of hand-picked products from more than 1,200 authentic producers. Thanks to its excellent logistics concept, Farmy delivers these products directly to your doorstep in an incomparably fresh, timesaving and Swiss wide manner. The offer ranges from a wide variety of fruits and vegetables – mainly in organic quality – to an extensive cheese assortment from Swiss cheese dairies, the largest offer of fresh meat in butcher quality, crispy delicacies and sweet temptations from real bakers and confectioners, to flowers, wine, products for the pantry and drugstore articles.
Press contact
Roman Hartmann (co-CEO and co-founder)
Mobile: +41 76 215 27 62
E-mail: roman@farmy.ch
The media release in all language versions as well as pictures are available for download here.
