The Voly brand returned to public life this week under its new owners, the NSW meat subscription service Our Cow.
The company bought Voly’s database app and brand from the trustees on Christmas Eve for an undisclosed sum, hoping to expand its customer base to Sydney, where the delivery service operated.
Voly collapsed in November after failing to raise additional capital and was placed under voluntary administration. It raised $18 million in seed funding in December 2020, but posted a net loss of $13.6. million in FY22.
A cheerful email to Voly customers with the subject line “We’re back!” began landing in inboxes this week announcing plans for an online farmer’s market that sells produce straight from the farm
“We’re a little different than before, and we have some big plans for this year that we’ll update you on in the coming weeks,” the email reads.
“We can’t wait to deliver to you again and be back bigger and better than ever.”
Farmer Bianca Tarrant and Dave McGiveron launched Our Cow in Northern NSW in 2019 after nearly losing their farm to drought and then the Black Summer bushfires, launching their meat subscription service in April 2021.
The company now turns around $20 million annually and employs 53 people, with a processing plant at Casino, 50 miles west of Byron Bay, and operates a network of 150 farms.
It has also recently added seafood to its product mix and plans to bring the Voly brand to all capitals.
They also currently hope to raise $2.6 million in a crowdfunding campaign as part of their expansion plans to create “Australia’s ultimate online farmers’ market”.
The duo introduced themselves to Voly customers in the email announcing the brand’s return.
“We will help farmers across Australia sell their goods direct from their farms and give you the chance to not only support Australia’s core industry, but also know what real, great, top quality food tastes like – and with our usual fast delivery !” said the email from Voly 2.0.
As an incentive to get people to try the revived Voly, they’re offering 500g of ground beef worth $11 for free to customers who spend $199 on a meat order.
But the challenge for Our Cow will be to get Voly users to use the service mainly for small impulse purchases until now.
Earlier this week, grocery delivery company Milkrun announced it would cut its workforce by 20% to put the company in the black and preserve capital. It took the company 11 months to grow its shopping basket — the Average Order Value (AOV) — from $34 to $50 after adding alcohol to the mix. That figure is just a quarter of Our Cow’s $200+ meat subscription boxes.
Onze Koe has approximately 50,000 customers on its books and 4,000 regular subscribers.
About 80,000 Sydneysiders used Voly 1.0.