Background/Introduction – Overview of Harris Farm Harris farm markets is a family owned and operated grocery retailer, established in 1971 by David and Cathy Harris, it all started with a single shop in Villawood, New South Wales, and now the grocery retailer has currently 24 locaons across Sydney and NSW, selling produce such as fruits, vegetables, meats, dairy products, seafood, utensils and organic produce both in store and online. Harris Farm currently competes in the compeve grocery sector due to their efficient supply chain and a passion for providing their customers with fresh produce, they have over 1,500 employees and growing, owning 2 warehouses that’s distribute to 50 IGA stores, several restaurants and export their products to countries in Asia and the Middle East. In 2013, Harris Farm markets expanded into the online market, providing groceries and delivery services to their customers. Although they might have entered into this market a bit late compared to their competors they arrived fashionably late and have developed well in this market as they currently have the highest customer rang on productreview.com.au which is Australia’s first and most comprehensive site where Australian consumers can voice their opinion, they are currently ahead with the most overall posive reviews of their major competors such as Coles, Woolworths and Aldi. However even though Harris Farms achieves good reviews and compete effecvely within the grocery sector, their online sales and revenue haven’t been as successful as they want it to be, especially in the fruit and vegetable range of produce. From invesgaons and evidence undertaken by Harris Farm’s, The CEO Tristan Harris, suggest the reason why their online sales in the fruit and vegetable secon online is so low, is the fact that tangibility of the product comes to a concern as consumers are hesitant about ordering their fruit and vegetables online without physically examining it for themselves. This leads to uncertainty about the product quality, therefore leading customers not to purchase these range of products online. There are also other factors that come into play which might affect the lack of consumer awareness, compeve environment, delivery and technological issues. As newly assigned markeng managers for Harris Farm markets our task is to increase the online sales of fruits and vegetables and strengthen the customer relaonships and management, by discovering the potenal of a relevant app which can be downloaded to