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How Nova Blooms moved into grocery delivery during lockdown

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An online flower delivery company that expanded into groceries during Covid-19 lockdowns is now delivering 1,000 food boxes a day.

Nova Blooms is working with delivery company Yodel to deliver the boxes, after first trialling the service for the first time during the pandemic. Customers can order food from locally-grown fruit and vegetables to fresh pasta and artisan bread. 

“As the country braced itself for lockdown, we wanted to make it as easy as possible for our customers to receive their essential goods,” said Ionel Luccaci, managing director at Nova Blooms. “That is why we took a decision to launch the boxes and get fresh food delivered direct to doorsteps.”

When the service first launched, Nova was taking 10 orders a day as shoppers looked for alternatives to supermarket delivery at a time when many were self-isolating. Now it is offering a regular subscription delivery service. Kantar figures show that online grocery sales expanded to 10.2% in the 12 weeks to April 19, from 7.4% in the previous month. 

Luccaci said the service would continue to run in the future. “We love hearing that we’re making a genuine difference to customers’ lives in what has been a testing time. Given the overwhelmingly positive response to our food boxes, we will stand by our loyal customers and offer the service in the long-term.” 

Shoppers see their food boxes delivered using Yodel’s Xpect service that provides customers with regular updates including a two-hour window for delivery. 

Sam Holden, chief commercial officer at Yodel, said: “Independent food delivery services have been one of the success stories in retail as consumers look for reliable, convenient ways to get their desired produce.

“With specialist skills and expertise in food delivery, we pride ourselves on ensuring that perishable goods are handled with care and delivered on time. We’ve been working with Nova Blooms to deliver their flowers since December 2019, and we’re looking forward to being able to continue the partnership in the future.”

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