OFG Trading and Customer Report

Current

Week of 31 August 2026

Trading weeks 34 and 35, to Sunday 30 August. Compiled from the 31 August Blue Pedal exports.

Emails this week Market Report sends Thursday 3 September

August finished ahead of July across the co-op, but Reserve did not take part in the recovery. Reserve members are still coming in at close to the same rate. They are each buying about a third less than they were in June.

Trading

$340,171

revenue per week, August average

up 6.6% month over month

576

customers buying in an average week

up 4.5% month over month

$590

average spend per buying customer per week

up 1.9% month over month, down 24% on June

1,320

orders in week 35, Aug 24 to 30

1,335 in week 34

Thirteen weeks, 1 June to 30 August, shown as weekly averages.

Per average week	June	July	August	What moved
Revenue	$473,707	$319,074	$340,171	Up 6.6% month over month, still 28% below June.
Customers buying	612	551	576	Up 4.5% month over month, 36 a week below June.
Spend per customer	$773	$579	$590	Up 1.9% month over month, down 24% on June. This is where the revenue went.

By segment

Segment	June rev/week	July rev/week	August rev/week	vs June	Reading
Reserve	$252,294	$159,524	$152,481	−40%	The only segment that did not recover in August. It went down again.
Non Reserve	$130,379	$91,058	$104,375	−20%	Up 15% month over month.
Marketplace	$91,033	$68,492	$83,316	−8%	Up 22% month over month, and the closest of the three to its June level.
All three	$473,707	$319,074	$340,171	−28%

What is happening inside Reserve

Reserve, per average week	June	July	August	vs June
Customers buying	182	172	168	−8%
Spend per customer	$1,386	$930	$909	−34%
Order lines	3,692	2,553	2,565	−31%

Reserve is not losing members. It is losing basket size. Fourteen fewer Reserve customers buy in an average week than in June. Each one is spending $477 a week less.

How much of that is the usual summer pattern I cannot separate out here, since Blue Pedal has no comparable stretch of last summer to hold it against. It is the number in this report most worth a conversation.

Ordering through the webshop

Share of each segment's revenue placed through OFG Direct rather than keyed in by staff.

Segment	June	July	August	Reading
Reserve	88.0%	87.6%	85.0%	Down 3 points since June. Already close to the ceiling.
Non Reserve	72.6%	66.4%	65.2%	Down 7.4 points since June. The largest move of the three, and the one with the most room left.
Marketplace	4.0%	5.1%	6.2%	Up every month, but from a very small base.
All three	67.6%	63.9%	59.6%	Down 8 points since June.

Two things are moving the combined number. Reserve and Non Reserve are each placing slightly less of their own volume online than in June, and Reserve at 85% online has shrunk as a share of the co-op while Marketplace at 6% has held steady.

Marketplace

Marketplace has more customers buying in an average week than Reserve and Non Reserve combined, at $83,316 a week, and almost all of it is placed at the counter.

Marketplace customers	Count	What it means
Have the Marketplace channel switched on	1,510	Up 377 in the last week.
Have a login set up in Blue Pedal	1,510	All of them.
Bought from OFG in the last two weeks	395	26% of those with access.
Have ever signed into the webshop	130	8.6% of those with access.
Have ever placed an order themselves online	13	Ten of the 130 who signed in have gone on to order.

Across June to August, 29 Marketplace customers have placed at least one order online. Sixteen did it in a single week and have not been back; seven have done it in four weeks or more. The weekly number roughly doubled over the summer, from about five customers to about ten.

Sources: Channels and Customergroup from the customer export, Last Activity Shop from the DOP user export, Workflow from order lines.

Recommended for Thursday

Three products for this week's Market Report, chosen against the 12:19 stock report rather than last week's sales.

Celosia

The week's clearest change

Sales grew two and a half times last week with the price unchanged, and 33 more customers bought it than the week before.

Four Ontario growers hold 95% of what is on the floor, which makes it a member story as well as a buying one.

3,040 stems available · 4 growers · about four days of supply at last week's rate

Gerbera

The one with supply behind it

35,259 stems on the floor from three Ontario growers, which is more than two weeks of supply at the current selling rate. Nothing else in the catalogue is close.

Sales were level last week and the price moved up 13%, with two weeks of supply behind it.

35,259 stems available · 4 growers · 100% Ontario grown

Lisianthus

The Ontario grower story

Sales were level, but 99% of what is available comes from growers 485, 376, 354 and 390, the four you identified. Grower 390 has stock again after being out for the season.

The clearest example this week of members supplying the floor.

6,930 stems available · 5 growers · about three days of supply

Not recommended this week

All three look strong on last week's sales and all three would send customers to an empty shelf.

Product	Stems sold last week	Stems available this morning	Days of supply	Why it is off the list
Dahlia	10,433	455	0.3	Last week's featured product and still growing on sales, with about a third of a trading day left. I would suggest a short line saying the season is closing rather than dropping it silently, since the customers who bought it last week will come looking.
Chrysanthemum	10,054	2,092	1.2	Reached more customers than anything else last week with the price easing. One day of supply behind it.
Ranunculus	10,395	2,775	1.6	2,555 of the 2,775 stems available sit with a single grower.

One caveat on all six. These recommendations are built on the stock report as of Monday morning, not Thursday before the send. I will re-check availability Thursday morning and adjust if anything has moved, though a product sitting at a third of a day is unlikely to come back into feature range.

Availability from SellableStock, Grower, Order from and Order until in the 12:19 stock report, counting only parcels orderable at the time of the pull. Sales from Piece Quantity in the order lines, week 35. Ontario share uses the under-600 grower numbering.

Recommended follow-ups from sales

34 Reserve and Non Reserve customers with no order in the last three weeks and a last order 15 to 60 days back. I have kept the list inside 60 days because past that point email has brought nobody back in any send since May, while calls have.

customers on the list

of 378 Reserve and Non Reserve shops

910

orders these customers have placed with OFG

27 each on average

$283,940

their combined value at their own average order size

across all orders on file

have a phone number on file

15 will need one looked up

On how the list was built. Run straight off the export this query returns 92 customers, but 59 of those are duplicate SD- records and 48 of the 59 belong to shops currently buying under their main account. I collapsed each shop's records before applying the test, which brings it to 34. Worth knowing since the duplicates will do the same to any list built off that export.

The 34 shops, with contact details, order history and blank columns for logging outcomes, are attached to this report as a spreadsheet. They are kept off this page so the page itself carries no customer contact details.

What is in this report

Trading and segment figures come from 98,630 order lines covering 1 June to 30 August, taken from two Blue Pedal exports and deduplicated on Orderline, shown as weekly averages.
Customer counts come from the customer export pulled this morning, and webshop sign-in history from the DOP user export, current to 11:25 today.
Product availability comes from the stock report pulled at 12:19 today.
Every figure traces to a named field in one of those exports. Nothing here is modelled, estimated or projected.

What this report cannot answer

How much of the Reserve decline is seasonal. Blue Pedal holds no comparable stretch of last summer, so the drop is measured but not explained.
Thursday's availability. The stock figures are as of Monday 12:19.
Why Non Reserve is placing less of its own volume online. The change is clear, the cause is not. Seasonal mix, more orders taken by phone, and something in the ordering experience for that group are all live possibilities, and the exports cannot separate them.

Week of 25 August 2026

Trading weeks 33 and 34, to Sunday 23 August. Compiled from the 26 August Blue Pedal exports.

Emails sent this week Market Report, 27 Aug Marketplace welcome, 27 Aug

Trading recovered through August after a slow July, led by Non Reserve and Marketplace. Reserve did not follow. The Marketplace rollout began in the same week, taking channel access from 514 accounts to 1,135.

Trading

$331,339

revenue per week, August to the 23rd

up 3.8% month over month

571

customers buying in an average week

up 3.6% month over month

$580

average spend per buying customer

flat month over month, down 25% on June

1,335

orders in week 34, Aug 17 to 23

$370,228 in the week

Per average week	June	July	August to 23rd	What moved
Revenue	$473,707	$319,074	$331,339	Up 3.8% month over month, still 30% below June.
Customers buying	612	551	571	Up 3.6% month over month.
Spend per customer	$773	$579	$580	Level with July, down 25% on June.

By segment

Segment	June rev/week	July rev/week	Aug to 23rd rev/week	vs June	Reading
Reserve	$252,294	$159,524	$147,489	−42%	Down again month over month while the other two recovered.
Non Reserve	$130,379	$91,058	$102,515	−21%	Up 13% month over month.
Marketplace	$91,033	$68,492	$81,334	−11%	Up 19% month over month.
All three	$473,707	$319,074	$331,339	−30%

Reserve is the one to watch. Spend per Reserve customer has gone from $1,386 a week in June to $878 in August, while the number of Reserve customers buying has only moved from 182 to 168. The volume is coming out of baskets rather than out of the membership.

Ordering through the webshop

Segment	June	July	Aug to 23rd	Reading
Reserve	88.0%	87.6%	85.6%	Down 2.4 points since June.
Non Reserve	72.6%	66.4%	64.0%	Down 8.6 points since June, the largest move of the three.
Marketplace	4.0%	5.1%	5.6%	Up every month from a very small base.
All three	67.6%	63.9%	59.3%	Down 8.3 points since June.

Marketplace

The channel rollout ran during this week. Accounts with Marketplace access went from 514 to 1,135 between the 18 and 26 August exports.

Marketplace customers	Count	What it means
Have the Marketplace channel switched on	1,135	Up from 514 the week before.
Have a login set up in Blue Pedal	1,131	Four accounts have access with no user record.
Bought from OFG in the last two weeks	324	29% of those with access.
Have ever signed into the webshop	91	8.0% of those with access.
Have ever placed an order themselves online	11	Eleven of the 91 who signed in have ordered.

Recommended for Thursday 27 August

Dahlia

The week's clearest change

Sales up 73% week over week with 145 customers buying, and six growers holding 3,020 stems, 91% of it Ontario grown.

3,020 stems · 6 growers · about two days of supply

Chrysanthemum

Widest reach

Sales up 61% week over week across 186 customers with the price easing 4%. All of the available stock is Ontario grown.

2,733 stems · 2 growers · about two days of supply

Lilies

Reliable through the week

Sales up 28% with the price steady, and the best supply position of the three at nearly four days of cover across six growers.

4,323 stems · 6 growers · about four days of supply

Not recommended this week

Product	Week over week	Stems available	Days of supply	Why it is off the list
Snapdragon	up 16%	1,131	0.7	130 customers bought it last week and there is under a day of supply behind it.
Calla	up 71%	1,491	1.1	One of the sharpest movers of the week and one of the thinnest supply positions.
Gypsophila	up 321%	181	4.5	The largest percentage move of the week off a very small base. 181 stems is not enough to point a send at.

Recommended follow-ups from sales

50 Reserve and Non Reserve shops whose last order was 15 to 60 days back, with duplicate SD- records collapsed into their main account.

shops on the list

of 378 Reserve and Non Reserve shops

3,517

orders these shops have placed with OFG

70 each on average

$1.93M

their combined value at their own average order size

across all orders on file

$2,726

largest average order on the list

Midvalley Gardens, 120 orders, quiet 42 days

Sources: order lines for 1 June to 18 August and 17 to 31 August, deduplicated on Orderline; customer export of 26 August; DOP user export of 18 August; retention by customer of 26 August; stock report of 26 August 11:49. The weekly retention report did not exist at this point, so the follow-up list was built on days since last order alone rather than on weekly buying activity.