Where I was / who it was for
I was invited into the Oddbox head office by Gastón Tourn (Chief Growth Officer) and the wider marketing and communications team. The meeting came about because of a LinkedIn post I shared, and as a customer who buys Oddbox fruit and veg every two weeks, they asked me to talk through my real customer experience: what’s working, what could be even better, and what keeps me coming back (including what’s drawing me into their newer products and services).
What I expected vs what happened
I expected a straightforward customer feedback conversation. What happened was more meaningful: it was a genuinely open, human discussion that moved beyond product experience into the realities behind a purpose-led brand, choices, trade-offs, and standards and especially as a B Corp business aiming to do the right thing for people and planet.
What worked (3–5 specifics)
- They made the feedback loop human. The tone was curious, not defensive, and I felt listened to throughout.
- They went beyond “brand” into operational reality. We discussed what customers see day-to-day and what sits behind those experiences.
- Purpose showed up in behaviour. The team’s passion felt real, not performative, especially when discussing impact, sustainability, and community.
- They created psychological safety. It was easy to be honest because the team clearly valued direct feedback.
- They are actively evolving the offer. It’s not just fruit and veg, Oddbox is expanding into refillables, rescued products and “good food,” which gives customers more reasons to stay engaged.
What this means for SMEs (practical takeaways)
- Keep your feedback loop close and personal. Don’t outsource “listening” to surveys alone, but create space for real conversations.
- Invite customers into the trade-offs. When customers understand the “why” behind decisions, trust increases, and loyalty deepens.
- Make values visible through actions. Purpose is not what you say; it’s how you behave when someone gives you honest feedback.
- Build with your customers, not just for them. Customer experience improves faster when the people shaping the offer stay close to real usage.
- Avoid performative sustainability. People can tell as authenticity shows up in culture, consistency, and how customers are treated.
One question for the reader
When was the last time you had a proper, two-way conversation with a loyal customer and what did you change as a result?
Thank you to Gastón and the Oddbox team for such a warm welcome, for listening so openly, and for engaging with me as an “older” customer. I hope we meet again as the new ideas percolating come to the surface.
If you are curious about Oddbox, it’s worth exploring their wider range too : refillables, rescued products and good food in one order.