A Tufnell Park start-up is hoping to smash the perception that healthy organic food has to be expensive.
HomePlatz claims it will sell organic non-perishable goods such as fruit and nut bars, coffee and chocolate priced at up to 50 per cent less than in shops or supermarkets.
The company was founded by Vija Skangale and Robert Tarczy last year. They, like many others, struggled to find organic non-perishable goods at “reasonable” prices and were sick of time-consuming browsing around stores.
They began market research for an “e-grocer” and found there was a gap in the market. The result was HomePlatz, an online shop selling goods at wholesale prices and delivered to the customer’s door.
Vija explained: “As a mother, I’m always looking for healthy, high quality food but I always struggle to afford it. We want to solve this puzzle.
“Robert used to work for [American organic supermarket chain] Whole Foods. He knows how the prices are made up, and how the distribution works. There are many layers which cause the final price to go up.
“Our plan is to cut out the middle man, which will cut down the cost. There’s a myth that organic goods such as these are luxury items that must be expensive. We are selling the same product, but without the margins.”
She added: “HomePlatz is a combination of things that look incompatible for many people: high quality of food with a low price, businesses with a social consciousness and grocery shopping with a pleasurable experience.”
Food packages, bought in bulk from producer, would be £15 a month, or £120 for a year. Vija and Robert already have 40 food suppliers on board and even won the backing of Arsenal legend Tony Adams, who appeared in one of their promotional videos.
However, their current plans rely on a £9,000 fundraising campaign on Kickstarter, in which people who make donations get HomePlatz food membership packages. They need to raise £7,000 by next Sunday, otherwise it will not be funded through Kickstarter.
For more information or if you want to make a fundraising pledge, visit kickstarter.com and search for “HomePlatz”.
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