Fruit Club Singapore is an online platform for fresh fruits. 

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This concept helps traditional fruit wholesalers to reach out direct to end consumers who are willing to pay a higher price for better quality, instead of mass market quality available elsewhere. 

This concept is especially meaningful because traditional wholesalers face bad debts from wet market stalls, price pressure working with large retailers, losses from overstock/unpredictable demand, and may not have tech savvy staff who can handle ecommerce sales and marketing. 

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