Mila Group was busy preparing export orders for its dried tomatoes and luxury cherry tomatoes when the crisis hit. Confinement measures meant demand from restaurants in Tunis and the northwest also dried up. With the capacity to clean and package 600 kg of fresh produce per day the founder, Nesrine Kharroubi, quickly adapted the business strategy with the launch of an affordable fruit and vegetable box delivery service for households.
The idea has been a huge success, with orders coming in from Siliana, Bizerte, Tunis and Nabeul and more than 3000 new followers on the group’s Facebook page. IT training for Mila Group’s staff, provided by the Mashrou3i project last year, enabled the business to create a database of farmer suppliers, which has helped the business to react quickly. Physical distancing and stringent hygiene and sanitation measures have been introduced. Nesrine has also had to restructure her team of 100 people, organizing the plant into 2 parts; one focused on preparing orders for when the lockdown restrictions are eased in the group’s main export markets, and the other focused on cleaning and packaging foods for the local market. Whilst the crisis has forced the business to adapt, it has also shown the proximity and potential of local market growth.
“The strength of the Mila Group lies in its good management and its ability to constantly adapt its business model according to the needs of its customers,” explains Nesrine.