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Introducing Earth & Wheat — the world's first ‘wonky’ bread subscription service.
Earth & Wheat was founded by entrepreneur James Eid in March 2021, initially to combat the massive amount of waste in the baking industry. Starting with baked goods like pancakes, crumpets, tortilla wraps, flatbreads, and naan breads, originally sourced from his family’s company, Signature Flatbreads, Earth & Wheat have since expanded into fresh produce and beyond.
With a mission to reduce food waste by saving fresh goods which would have otherwise been thrown away because of their odd size or ‘wonky' appearance. Earth & Wheat rescues bread, fruit & veg, and more, and delivers it directly to subscribers’ doors for an affordable price.
“Our flexible subscription delivery model, available 5 days a week for most products, allows our wonky warriors to receive their boxes at a regular time that suits them, weekly, fortnightly, or monthly.”
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With the global cost of living rising faster than James’ loaves, one would think that at this stage, any food waste at all would be a thing of the past.
As the first food waste reduction solution to solve the problem straight at the source, Earth & Wheat didn't just enter the market, they created an entirely new one.
For Earth & Wheat, the decision to implement a subscription-based delivery model felt natural. Not only would this allow them to prove to suppliers that there was a real demand for wonky products, but it also gave customers greater convenience — fresh produce delivered without hassle!
The challenge was finding an enterprise-grade, subscription-first platform that could help them run it effectively, meeting their needs both now and in the future.
“Subbly has fantastic marketing features which they continue to improve, meaning customer acquisition will become increasingly efficient over time."
Lacking certain key features and flexibility Earth & Wheat's previous enterprise solution didn't hold up for very long.
Earth & Wheat already tried several other platforms in the past, but nothing quite hit the mark like Subbly, which they saw as having everything their growing business needed.
Since switching to Subbly from an enterprise software platform that didn’t meet their needs, Earth & Wheat have invested time into exploring all of Subbly’s subscription-first features.
Even if it wasn’t always easy, James and his team certainly always relished the challenge — with their enterprising challenge paying off significantly as the months have rolled on.
"Since Subbly is a platform powered by subscription, it has great features for maximizing customer lifetime value and reducing churn"
Earth & Wheat is a fantastic example of a company that’s realized the potential of what happens when you combine a conceptually unique, financially sound, and wholly sustainable subscription business idea with a subscription-first platform that has all the features needed to bring it to life under one roof - backed by a world-class support team.
Each continuing to build momentum at breakneck pace, one thing's for sure - Subbly and Earth & Wheat will evolve together, each providing what the other needs to reach the next level.
“We believed Subbly would provide the right tools for our fast growing business — and since we started, we’ve noted that their customer support has been exceptional. They are flexible, and any issues we may encounter are viewed as a challenge worth overcoming – Subbly has a can-do attitude.”
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