TruEarth Healthy Foods

Section B
Group 9

Mayank Khanna 19A3HP629

Bhavya Bhatia 19A1HP052
Naman Agarwal 19A1HP118
Urvi Agarwal 19A3HP659
Ayush Manoj Agrawal 19A2HP450
TruEarth Case Summary

The given case study is about an organisation ‘TruEarth’, which was founded in 1993 that
focused on higher quality, better taste and also the attempt to reduce the effort and time
that was put In to make pasta. The company was founded by Gareth de Posa. The company
stood out from other similar companies through their product ‘Cucina Fresca’ (whole grain
pasta). Cucina fresca saw a rapid growth of 94.44% from $18 million in the year 2006 to
2007. The reason behind such rapid growth was the increase in disposable income and the
shortage of time to cook, which not only meant availability of delicious pasta in less time but
also the fact that healthy whole grain pasta could be refrigerated, gained the interest of
masses in large numbers. The first mover advantage gave them an edge over other
established brands such as Nestle etc. By the mid of 2007, true earth focused its attention
towards a product that had a market size greater than that of pasta by 24%, Pizza. True
earth focused on launching whole grain pizza keeping in mind the increasing demand and
the fact that it would be accepted by health-conscious customers which would increase the
demand in the ‘Need markets’ and overall demand as a whole. The company carefully
evaluated the demand for the product through ‘Nielsen bases’, a market research digital
platform which helped them evaluate the potential sales for their new product. The process
initiated from Base 1, which helped assess the consumer awareness and continued on to
Base 2 for in-depth concept and in-home product usage. This market research strategy
helped them in evaluating the willingness of people that would try their product and gave
them the initial confidence boost which helped them in introducing their product. Following
a similar strategy that was adapted by their competitor, ’Rigazzi’ that had also tested the
pizza concept, left True earth in a dilemma of whether they should launch the pizza concept.