Gf Craft - Organic & Gluten Free Cuisine Essays Example

Business Description

GF Craft is a Kuwait based company that is aimed at providing high quality food products to meet dietary and medical requirements of the customers. Previously, GF Craft was in the market following usual recipe but now, keeping in view the increasing shift of customers from conventional to healthy food items, focus is on the increasing demand of gluten free and diet specific products.

Vision Statement

The company’s vision is to be counted as one of the innovative companies that took the initiative in this field to compensate the necessities of a particular group of people having allergy to gluten and yeast. In this way, company is aimed to penetrate quickly in the market and make its position strong by being one of the first entrants. Gluten free products and all organic material used in the product preparation will be enhancing the level of taste of gluten free products and set a new benchmark for the industry.

Mission Statement

The mission statement of the company focuses on the urging need of customers to stay fit and company is concerned about health requirements of its customers as well. Customers will feel satisfied with the quality standards maintained by the company in regard to the unique recipe that company is willing to adopt. Apart of this, GF Cart will be a customer oriented brand because it is dynamic with regard to the changing necessities of its customers. GF Craft promises high quality standards with longer shelf life of products and no compromise on taste. The company will take into account all natural ingredients in their recipes and follow ecological sustainable practices in the production process.

Business Objectives

Business goals are those milestones that the company foresees to achieve in the coming year. It is necessary to state them in business plan. They may be focused on a single department or a company as a whole. Companies try to set small goals that are achievable in shorter period of time because in this way each objective is given thorough attention before moving towards next objective.

The objectives of GF Craft are as follows:

Business Overview
Until recently gluten free bakery items were considered unusual because of the lack of dedication among bakery item producers to keep the products free from gluten contamination. With the rise in the issue of celiac disease (the life threatening disease caused by gluten found in bakery items) that is wide spread nowadays, there is an emerging need to provide market an alternative of gluten contaminated bakery products. Hence, GF Craft strives for coming up with a new recipe of bakery products that will be gluten free and is expected to taste better than the regular bakery products. It is intended to meet the growing need of customers to eat all natural, healthy and organic products that creates no damage to a person’s health. In addition to these, there will be dairy free products for vegetarians and egg free bread as well.
One of the issues faced by gluten free products is their shelf life which means the time for which they can be stored is very limited. The company however slogans for longer shelf life of gluten free products. This can be done by partial baking the bread and freezing them, sold with the instruction to complete baking in customer’s oven after purchasing. Then there will be high cost of product storage management and distribution. Costs however can be reduced by adopting economies of scale that is producing a large amount of product and therefore, the price will be reduced due to mass production.
Gluten free product is no doubt a hot commodity in today world as it avoids celiac disease and many other related health disorders. The market for such products is growing and is anticipated to grow at 25 percent annually. The segments focused by the company (that is allergic, organic, dietary) have their own growing rates. Allergic group, organic group and dietary group are growing at a rate of 10 percent, 7 percent and 20 percent respectively. So, company is expected to do well.

Product and Services

GF Craft target market focuses on three groups of people:
Allergic Group (who are allergic to gluten/yeast).
Organic Group (who wants to eat all natural ingredients).
Dieters Group (who wants to reduce weight).
Keeping in view taste, consistency, moisture and shelf life of food items, the products offered are:
Gluten free breads, muffins, pizza, pastries and pastas.
Yeast free breads.
Dairy free muffins and pastries offered to vegetarians.
Egg free breads, muffins, and pastries.