Erüst Agriculture's Success with Trusty: Enhancing Food Transparency and Boosting Sales

Erüst Agriculture, a large-scale provider of premium ultra-fresh produce in Turkey, faced a significant challenge due to the emergence of new competitors, the increasing demand for food transparency, and the changing consumer behavior in the wake of Covid-19. The ultra-fresh produce industry is highly competitive, particularly in regions with a high number of producers, such as Mediterranean countries. The industry's nature leaves little room for product differentiation, making innovation crucial for maintaining market shares. Erüst's customer base, consisting of health-conscious, educated, higher-income consumers, began demanding improved food transparency, especially after the Covid-19 health crisis. Simultaneously, new competitors started introducing premium products in the packaged high-quality ultra-fresh produce market. Erüst needed a quick, low-cost solution to outcompete these new players, retain its strong position with major sales channels, and improve its market share.

Erüst Agriculture is a large-scale producer of cleaned and packaged high-quality fresh fruits, vegetables, and herbs in Turkey. Their product portfolio consists of premium products that appeal to more environment and health-conscious, educated, higher-income consumers. Erüst Agriculture is known for its commitment to quality and sustainability, and it has a strong position with major sales channels. However, the company faced challenges due to the emergence of new competitors in the premium ultra-fresh produce market and the increasing demand for food transparency, particularly in the wake of the Covid-19 pandemic.