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Fairtrade Dealer Gebana's Brutal Transparency Leads to Order Surge

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BNN Correspondents
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Fairtrade Dealer Gebana's Brutal Transparency Leads to Order Surge

In a surprising turn of events, Gebana, a prominent Fairtrade dealer, witnessed a surge in orders for oranges and dried fruits following an email sent to customers announcing a 30% drop in orders. The email, bearing the ominous subject line 'order crash', ironically led to a boom in orders, driving the company's business to an unprecedented high, even outperforming last year's figures.

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Unanticipated Boom in Orders

The email, initially intended to communicate a decline in sales, galvanized Gebana's customers, triggering a wave of orders that invigorated the company's business. The email’s subject line, 'order crash', seemed to resonate with the customers, leading to a surge in orders rather than the expected decline.

Transparency: A Winning Strategy

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What stands out in this scenario is Gebana's brutal transparency with its customers. By openly sharing its struggles, the company touched a chord with its customer base, who responded by placing more orders. This unexpected turn of events not only salvaged the company's situation but also drove its business to perform better than the previous year.

Implications for Fairtrade Industry

This event underscores the importance of transparency in the Fairtrade industry and suggests that Fairtrade customers value honesty and openness. Gebana's experience could serve as a valuable lesson for other businesses in the industry - that brutal transparency can be a potent business strategy, fostering customer loyalty and boosting sales.

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