Froopt

Froopt, operating under the legal entity Agro Delivery SRL, is a Romanian online platform dedicated to the commercialization of organic fruits and vegetables. The company was conceptualized in November 2020 and officially launched its operations in May 2021. It was founded by Ioana Pantelimon, who serves as the Managing Director.

The business model is centered around a direct-to-consumer and business-to-business framework, shortening the supply chain between producers and end-users. Froopt sources its products from a network of over 70 local Romanian farmers with ecological certifications. To ensure a consistent supply of certain products, the company also collaborates with organic producer cooperatives in Greece and the Netherlands. Revenue is generated through direct sales on its e-commerce platform, with an average order value reported at 215 lei. A significant portion of its customer base, 44%, consists of recurring clients who place orders two to three times a month, primarily young families focused on healthy eating.

Froopt's core service is an online shop where customers can purchase a wide variety of fresh, organic produce. The product range has expanded to include dairy, eggs, meats, and processed goods like jams, juices, and sauces, all sourced organically. A key feature is the subscription service, which allows customers to personalize a recurring delivery box of fruits and vegetables, benefiting from reduced prices and free shipping. For corporate clients, Froopt offers office deliveries of fruit and vegetable boxes as an employee benefit. The company operates its own delivery fleet for Bucharest and the surrounding Ilfov county, ensuring next-day delivery in temperature-controlled vehicles. For national deliveries, it utilizes courier services with passive temperature control. In September 2022, Froopt secured an investment from Netopia Ventures, which has facilitated its expansion and business growth.

Keywords: organic produce, e-commerce, farm-to-table, grocery delivery, Romanian startup, local farmers, subscription box, healthy food, B2C, B2B, organic vegetables, fresh fruit, sustainable agriculture, food delivery, Agro Delivery SRL, Ioana Pantelimon, Netopia Ventures, ECOBuun, certified organic, online grocery