JuFresh enterprises practical experiences: Application of the Student’s Enterprise Scheme (SES) Model

Motivated by the bumper fruits harvest in the region and concerned about the high level of Post harvest fruit wastage, a group of five MSc Students conceived the business idea of adding value to the fruits through juice making. Registered as JuFresh Enterprises, the business takes steps to promote consumers’ health by providing juices free of preservatives, in a business model that links with rural farm communities as suppliers of raw materials. The enterprise started operating in November 2018 at Gulu University, Uganda. The business is venturing into producing varieties of fresh fruits juice and fruits salads of various forms. JuFresh Enterprise also engages with fruits producer’s organizations on contract basis to supply fruits. This improves farmers’ income, improve food security and boost the level of investments in the fruit processing sector. JuFresh Enterprise products includes high qiiality fresh fruit juices of cartons types such as avocado, passion fruit, watermelon and pineapples, and cocktail as well as fruit salads. JuFresh Enterprise avails these fresh juices in convenient packaging, sizes, quantity and affordable price, hence meeting the growing demands for safe and healthy juice. Currently, the firm serves the entire students’ fraternity and staff of Gulu University. Business promotion is through printed posters, stickers and social media such as Facebook, WhatsApp and business article publication. Among the challenges faced were low voltage of power during the business working hours, consistent breakdown of machine, unwillingness of some group members to fully engage in the business operations and changes in customer’s preferences hence conflicting with our value proposition. However, we overcame power problem through purchase of a stabilizer that boosts power to higher voltage required to run the machine. Another key challenge is unfavorable weather and its variation that oflen makes the business operations and volumes seasonal. In terms of business performance, we were able to wake profit in the first three months of operation that helped the business to pay 50% of its loan. Risks involved in this business relate to changes in consumers’ taste and preference, seasonal nature of fruits growing season which had greater negative impact on business, high competition which increases the risk of price war, and high perishability of fruits. To overcome these challenges, the business offers different products for different categories of customers at affordable prices.