HappyFresh Partners with Farmers Market and Ranch Market at Launch in Jakarta

Purchase and delivery service GroceryHappyFresh officially launched the application in Jakarta after two weeks ago introduced this service in Kuala Lumpur. At the time of launch, they collaborated with the Ranch Market and Farmers Market networks, which already have 27 stores throughout the region. By the end of this year they hope to add 2-3 networks retailer again.

HappyFresh CEO Markus Bihler and other founders admit that traffic in Jakarta wastes a lot of time and effort. The loophole that is being exploited is that he realizes that ordering food ingredients such as fruit, vegetables, milk, and so on, must be able to be ordered so that it can arrive in just a matter of hours to our homes.

HappyFresh has partnered with grocery retailers Farmers Market and Ranch Market which have 24 physical stores spread across Jabodetabek. They want to serve most of these areas before starting to expand into other areas. To expand the scope of its services, HappyFresh will add two to three retailer another before 2015 ends.

HappyFresh International VP Laura Narbutaite in a conversation with the DailySocial team said:

“Jakarta is the first choice of the two cities (Kuala Lumpur) we started operating. As a developing city, Jakarta is one of the cities that has the worst traffic congestion in the world, but at the same time its people are considered quite technologically literate."

However, not all Jabodetabek areas are included in HappyFresh's operational area. It all depends on the presence of Farmers Market and Ranch Market with a 5 km radius service coverage from the nearest outlet. Courier mileage is also adjusted by traffic density in an area. The scheme was created for the sake of creating speed and user convenience.

HappyFresh operates a business model that applies shipping rates from their customers. The prices of the products presented can be more expensive, or cheaper, than those set in physical stores. If the purchase is above Rp. 300 thousand, you can be sure the price will be cheaper.

“The HappyFresh app is available on both Android and iOS platforms. Meanwhile, the service has just started two weeks ago, and has served around 100 buyers who use their application,” said HappyFresh Co-Founder and CTO Fajar Budiprasetyo.