Kavilan - Fair Trade
I am proud to present my very first brand and marketing project, co-founded with my peers during our mandatory military service in my hometown Taiwan, 10 years ago.
Taiwanese peaches are unique – they are incredibly soft, juicy, and easily damaged. These peaches are mostly grown in remote mountainous areas, which allows wholesalers to purchase them at lower prices and earn significant profits while farmers bear all the risks. Our goal was to promote a fairer trading environment, which led to the start of this project.
Year
2014
My role
Co-Founder
Company
Kavilan
Client contact
Peach Farmers
Kavilan - Fair Trade
I am proud to present my very first brand and marketing project, co-founded with my peers during our mandatory military service in my hometown Taiwan, 10 years ago.
Taiwanese peaches are unique – they are incredibly soft, juicy, and easily damaged. These peaches are mostly grown in remote mountainous areas, which allows wholesalers to purchase them at lower prices and earn significant profits while farmers bear all the risks. Our goal was to promote a fairer trading environment, which led to the start of this project.
Year
2014
My role
Co-Founder
Company
Kavilan
Client contact
Peach Farmers
Kavilan - Fair Trade
I am proud to present my very first brand and marketing project, co-founded with my peers during our mandatory military service in my hometown Taiwan, 10 years ago.
Taiwanese peaches are unique – they are incredibly soft, juicy, and easily damaged. These peaches are mostly grown in remote mountainous areas, which allows wholesalers to purchase them at lower prices and earn significant profits while farmers bear all the risks. Our goal was to promote a fairer trading environment, which led to the start of this project.
Year
2014
My role
Co-Founder
Company
Kavilan
Client contact
Peach Farmers
Kavilan - Fair Trade
I am proud to present my very first brand and marketing project, co-founded with my peers during our mandatory military service in my hometown Taiwan, 10 years ago.
Taiwanese peaches are unique – they are incredibly soft, juicy, and easily damaged. These peaches are mostly grown in remote mountainous areas, which allows wholesalers to purchase them at lower prices and earn significant profits while farmers bear all the risks. Our goal was to promote a fairer trading environment, which led to the start of this project.
Year
2014
My role
Co-Founder
Company
Kavilan
Client contact
Peach Farmers
Challenge
Challenge
No Resources to Start With
Taiwanese peaches have a noticeably short harvest season, lasting only one month. After this period, the peaches spoil, creating a strong time constraint. Additionally, with many others selling peaches, we faced the challenge of promoting sales with almost no marketing budget as a non-profit organization.
Extremely limited sales window
Zero marketing budget
No product differentiation
No Resources to Start With
Taiwanese peaches have a noticeably short harvest season, lasting only one month. After this period, the peaches spoil, creating a strong time constraint. Additionally, with many others selling peaches, we faced the challenge of promoting sales with almost no marketing budget as a non-profit organization.
Extremely limited sales window
Zero marketing budget
No product differentiation
Challenge
No Resources to Start With
Taiwanese peaches have a noticeably short harvest season, lasting only one month. After this period, the peaches spoil, creating a strong time constraint. Additionally, with many others selling peaches, we faced the challenge of promoting sales with almost no marketing budget as a non-profit organization.
Extremely limited sales window
Zero marketing budget
No product differentiation
Solution
Solution
Do It Ourselves – and Build a Strong Story Around It
After thorough discussions among all team members and defining our position as a non-profit organization, we decided to brand ourselves as a positive, passionate startup led by young people, focusing on our image as military service members. I took charge of all marketing and sales activities. Steps taken included:
Created a social media campaign, featuring photos of us in military uniforms holding peaches to emphasize fair trade and our non-profit nature, along with related copywriting.
Conducted on-site photo shoots at the farms, capturing the actual locations, farmers at work, and product images.
Developed a jam product to utilize substandard peaches, making our project more sustainable given the delicate nature of the peaches.
Cold-calling government offices to promote our project, pitching it to relevant departments as something that would also enhance the overall image of military service, aiming to gain their support and encourage them to purchase the products.
Do It Ourselves – and Build a Strong Story Around It
After thorough discussions among all team members and defining our position as a non-profit organization, we decided to brand ourselves as a positive, passionate startup led by young people, focusing on our image as military service members. I took charge of all marketing and sales activities. Steps taken included:
Created a social media campaign, featuring photos of us in military uniforms holding peaches to emphasize fair trade and our non-profit nature, along with related copywriting.
Conducted on-site photo shoots at the farms, capturing the actual locations, farmers at work, and product images.
Developed a jam product to utilize substandard peaches, making our project more sustainable given the delicate nature of the peaches.
Cold-calling government offices to promote our project, pitching it to relevant departments as something that would also enhance the overall image of military service, aiming to gain their support and encourage them to purchase the products.
Do It Ourselves – and Build a Strong Story Around It
After thorough discussions among all team members and defining our position as a non-profit organization, we decided to brand ourselves as a positive, passionate startup led by young people, focusing on our image as military service members. I took charge of all marketing and sales activities. Steps taken included:
Created a social media campaign, featuring photos of us in military uniforms holding peaches to emphasize fair trade and our non-profit nature, along with related copywriting.
Conducted on-site photo shoots at the farms, capturing the actual locations, farmers at work, and product images.
Developed a jam product to utilize substandard peaches, making our project more sustainable given the delicate nature of the peaches.
Cold-calling government offices to promote our project, pitching it to relevant departments as something that would also enhance the overall image of military service, aiming to gain their support and encourage them to purchase the products.
Solution
Do It Ourselves – and Build a Strong Story Around It
After thorough discussions among all team members and defining our position as a non-profit organization, we decided to brand ourselves as a positive, passionate startup led by young people, focusing on our image as military service members. I took charge of all marketing and sales activities. Steps taken included:
Created a social media campaign, featuring photos of us in military uniforms holding peaches to emphasize fair trade and our non-profit nature, along with related copywriting.
Conducted on-site photo shoots at the farms, capturing the actual locations, farmers at work, and product images.
Developed a jam product to utilize substandard peaches, making our project more sustainable given the delicate nature of the peaches.
Cold-calling government offices to promote our project, pitching it to relevant departments as something that would also enhance the overall image of military service, aiming to gain their support and encourage them to purchase the products.
Outcome
Outcome
Major Success with Lasting Impact
Farmers initially thought we could sell only 100 boxes, but we successfully sold 4,000 boxes of peaches, nearly 24,000 peaches in total. This project continued in subsequent years.
Achieved sales of 4,000 boxes and generated revenue of 60K CAD within one month.
Sold 200 jars of jam as the first secondary product from the village.
Orders from government departments accounted for 35% of the total
The project has since been extended and eventually grew into a social enterprise, currently run by one of the co-founders.
Major Success with Lasting Impact
Farmers initially thought we could sell only 100 boxes, but we successfully sold 4,000 boxes of peaches, nearly 24,000 peaches in total. This project continued in subsequent years.
Achieved sales of 4,000 boxes and generated revenue of 60K CAD within one month.
Sold 200 jars of jam as the first secondary product from the village.
Orders from government departments accounted for 35% of the total
The project has since been extended and eventually grew into a social enterprise, currently run by one of the co-founders.
Outcome
Major Success with Lasting Impact
Farmers initially thought we could sell only 100 boxes, but we successfully sold 4,000 boxes of peaches, nearly 24,000 peaches in total. This project continued in subsequent years.
Achieved sales of 4,000 boxes and generated revenue of 60K CAD within one month.
Sold 200 jars of jam as the first secondary product from the village.
Orders from government departments accounted for 35% of the total
The project has since been extended and eventually grew into a social enterprise, currently run by one of the co-founders.
Self-review
Self-review
"This was my first brand and marketing project, and it remains one of my proudest achievements. Being able to use my skills to help others improve has always been something I truly enjoy. I'm delighted to see that my peers from that time have continued to uphold our original vision and are still advancing on this path."
- Jim Chiang (myself), Co-Founders , Kavilan
"This was my first brand and marketing project, and it remains one of my proudest achievements. Being able to use my skills to help others improve has always been something I truly enjoy. I'm delighted to see that my peers from that time have continued to uphold our original vision and are still advancing on this path."
- Jim Chiang (myself), Co-Founders , Kavilan
Self-review
"This was my first brand and marketing project, and it remains one of my proudest achievements. Being able to use my skills to help others improve has always been something I truly enjoy. I'm delighted to see that my peers from that time have continued to uphold our original vision and are still advancing on this path."
- Jim Chiang (myself), Co-Founders , Kavilan
More Works More Works
More Works More Works
