Since it started 12 years ago, GlowCorp is at the forefront of supporting local farmers to access better markets. GlowCorp has a link with cooperatives, farmers’ associations, and small NGOs from all over the country, who are also GlowCorp’s incorporators. With the help of GlowCorp as marketing intermediaries, produce of local and organic farmers is now widely distributed in the mainstream markets using Prime Organics as the primary brand.
GlowCorp facilitates an already quite simple and short chain of supply. The organization coordinates with its incorporators and other social enterprises who supply products to be distributed directly in supermarkets, then finally to its end consumers. However, after a decade of adopting the mentioned business model, GlowCorp was forced to include digital marketing platforms as part of its distribution system during the onset of the COVID-19 pandemic in 2020. The organization officially entered the world of online marketing from which it joined big social media platforms such as Facebook, Shopee, Lazada, and Shopify. Although GlowCorp is a newcomer in social media marketing, this modification in the organization’s marketing strategy was able to help stabilize sales in its first year of implementation–indeed the silver lining from the many negative effects of the pandemic, from shortage of supply and packaging materials to unmet financial targets.
The results of shifts and transitions in the operations of GlowCorp as a response to the dynamic business environment is concrete evidence of the importance of embracing change. The ability to adapt, in this case: through online technologies, has become a way and eventually a competitive advantage for GlowCorp despite the risks and uncertainties. It has opened more opportunities for a greater market. GlowCorp is able to adopt a new perspective so as to adapt to the rhythm of its business. Although the contribution of online marketing platforms to the total revenue of GlowCorp is still small, it hopes to increase it to at least 10% in the coming years.