Yüme works with leading food suppliers to ship surplus stock, that may otherwise have been wasted, to smart hospitality and retail businesses, preventing good food from ending up in landfill.
The business model made complete sense to food manufacturers - get unsold inventory off the shelves and into an online marketplace.
However, for procurement managers, the value proposition was not as simple to place. Entrenched relationships with existing suppliers meant procurement managers were used to a straightforward direct to supplier relationship with a range of personal benefits - from convenience to periodic perks.
Even though Yüme was significantly more cost competitive, requiring managers to change the way they ordered food products proved difficult. Furthermore, even if the employer expressed a strong environmental sustainability commitment, the message was not influential enough for individual managers to change their purchasing behaviour.
Through market research and a series of workshops Yüme undertook a process to understand the behaviour of procurement managers and other key roles in their organisations. The procurement journey, values, preferred experiences, needs, and barriers were interrogated, then alternative journeys and ideal behaviours were defined.
Mapping of competing and 'like' companies and not-for-profit organisation established a unique place for Yüme in its market and ecosystem.
Next a creative process was designed and implemented to produce a compelling value proposition for each customer group as well as pivoting the brand purpose and identity.
With investment rounds on the horizon, the brand narrative needed to reflect Yüme's growth from a start-up to an established technology firm creating shared value for suppliers, customers and society.
A new visual identity system needed to speak to the maturity of the Yüme model and platform, and ‘heros’ the brand purpose, while remaining ownable and differentiated from traditional competitors.
Creative workshops saw the love of food emerge as a unifying purpose.
At Yüme, we love food. Yüme works with leading food suppliers and farmers to sell surplus stock, that may otherwise have been wasted, to smart hospitality and retail businesses – and their happy customers. Expect Yüme food to be fresh and delivered just as you expected. We love food and you can feel that passion in everything we do. We create value for our buyers by sourcing quality food for great prices and uncovering opportunities unavailable through other markets. The Yüme online marketplace is intuitive. We remove the complexity from the supply chain, and we move food quickly and efficiently - from where it’s made to where it’s enjoyed. Plus, Yüme's technology interfaces with established enterprise systems, making it an easy addition to procurement environments. Australians want companies to create great value and have a positive social and environmental impact. When you choose Yüme, our mission is your benefit. Join our community of food champions: buyers and suppliers making a difference on dining tables and for society. Choose Yüme. Value food. Save the planet.
A series of strategic outputs and activations were produced, leading to a relaunch of the Yüme brand.
Armed with a renewed strategic direction, and a visual identity commensurate with its experience and scale, Yüme relaunched to market in early 2021.
Since then it has grown rapidly and raised $7 million in investment capital.
“Our partnership with Yume is a very important one for Mars Food Australia. It helps us reduce food waste, which is critical to minimising our environmental footprint and delivering on our sustainability commitments.” - Bill Heague, General Manager
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