Driving rapid retail growth in the fresh cuts category through focused commercial execution

Overview

Reservoir Partners partnered with Kalfresh to accelerate sales of its fresh cuts brand, Just Veg., ahead of a critical category review, and stayed on as an embedded strategic partner to build the marketing team's capability. Sold exclusively through Woolworths, the engagement combined rapid commercial delivery with a longer-term focus on leaving the team stronger and more self-sufficient.

The Opportunity

Operating within a Woolworths-exclusive model, Just Veg. needed to increase penetration in a home-brand dominated fresh cuts category, sharpen its brand position and target audience, and deliver rapid sales growth ahead of category review. The marketing team also needed strategic support and capability development to operate with greater independence over time.

Our Approach

Reservoir Partners developed and implemented an integrated growth strategy. We reviewed fresh cuts category performance and existing plans, repositioned the brand by refining target audience, USP and messaging, developed an integrated marketing, sales and promotional strategy, and provided direction across packaging, digital, content, influencer, POS and advertising. We advised on retail levers including ranging, pricing, promotions and distribution, and supported field execution, merchandising and program monitoring. Beyond the immediate campaign, Reservoir Partners continued as a retained strategic partner, working closely with the marketing team to build capability, embed structured thinking and support the team in operating with greater independence.

The Outcome

This engagement demonstrates how a focused, integrated strategy can rapidly drive retail performance within a constrained, retailer-led environment, and how embedded partnership can simultaneously build lasting internal capability. Clear repositioning within the fresh cuts category, strong alignment between marketing and retail levers, and a sustained commitment to team development were the foundations of its success.