Edible Blooms spreads joy with new community initiatives

In an effort to find the silver lining in this current climate, online gift store Edible Blooms has just launched two community initiatives – Hampers in Hand and Smile Bandits.

Hampers in Hand, which kicked off last month, is a new collection of gifts sourced from local producers and supports the small businesses impacted by the bushfires and coronavirus this year. 

“This concept was inspired by my good friend Victoria McClurg, founder of Barossa Valley Cheese Company. I have watched Victoria invest her heart and soul to build an amazing brand and business over the last 17 years,” explained Edible Blooms co-founder, Kelly Jamieson. “I am keen to help her and other regional producers in any small way we can to help them maintain their business momentum in these challenging times.”

The first Hampers in Hand range is called the Taste of Barossa Valley Hamper, packed with goods from the South Australian wine region, including the Barossa Valley Cheese Co, Steiny’s, Relish the Barossa, Barossa Country Biscuits, Trevallie Orchards, Pindarie Wines, Barossa Kitchen and Barossa Cider Co.

Jamieson added that Edible Blooms has been able to help spread “a little love” for these producers with the use of its existing customer network and contact-free online delivery service. She’s now on the hunt for more “regional champions” to showcase in the Hand for Hampers range of products in the future. 

“This is the toughest retail has been since I started Barossa Valley Cheese Co,” said McClurg. “Now, more than ever, we need to be innovative about how we get our produce into the hands of  consumers. Partnerships and collaborations like this new initiative with the Edible Blooms team enables us to reach new consumers quickly and showcase our quality products”.

Jamieson’s other new initiative, Smile Bandits, is similar to an online version of random acts of kindness, where the online retailer will deliver surprise gifts to nominated individuals “and deliver happiness throughout Australia”. It was launched on March 19, the international day of happiness.

“As people deal with massive global changes, move to remote working and come to grips with the impact of COVID-19, our team wanted to have a positive impact and support our customers,” Jamieson told Inside FMCG.

“The #smilebandit initiative was brainstormed by our Edible Blooms team and we intend to continue with our campaign of happiness well after this settles. Yes, we’re an optimistic bunch who, even when we’re concerned with a fast changing world around us, still have our cups half full.”

Finding a silver lining in the time of coronavirus

Like many in the retail industry lately, Jamieson said that “it’s been quite a rollercoaster” for the business recently, although customers are continuing to send Edible Blooms bouquets to reach out to friends and family, as well as corporate clients.

“Our customer feedback has been consistent that they are valuing the opportunity to send a gift that is useful and can be eaten. In these changing times, consumers are really focusing on practical and useful solutions and cutting to the chase,” she said.

Meanwhile, the Edible Blooms team has a renewed purpose to bring even more happiness into the world during these particularly difficult times. 

“I think that COVID-19 has brought the team closer together and provided additional focus on our purpose and what’s important,” said Jamieson. “We all feel as a team that positivity and connections are at the heart of what we do. If anything, it’s making us stronger and fight harder for one another.”  

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