Using all the resources provided and your knowledge of business management, recommend a strategic plan to ensure the sustainability and long-term growth of FreshServe Ltd. for the next five years. 

Resource 1 - Newspaper Article “FreshServe Ltd. Fights Urban Food Deserts with Accessible Meal Kits”

FreshServe Lid. Fights Urban Food Deserts with Accessible Meal Kits

FreshServe Ltd. has been on a mission to provide meal kits to low-income areas lacking access to fresh produce. Founder and CEO Ahmed Malik started the company after witnessing the effects of food deserts in his own neighborhood. While FreshServe's delivery model has proved successful, recent challenges have surfaced, including a spike in ingredient costs and supply chain bottlenecks, which have forced the company to increase its meal kit prices slightly. However, FreshServe continues to expand its reach and establish local partnerships to address the high demand for affordable, fresh meal kits.

Resource 2 - Gearing Ratios (2023) 

FreshServe Ltd. reported a gearing ratio of 70% for 2023, showing that a substantial portion of its funding comes from debt. This high leverage reflects the company's aggressive expansion strategy, including investments in local kitchens and refrigerated delivery fleets. While investors have expressed concerns about FreshServe's debt levels, Malik is optimistic that continued expansion will lead to higher revenue and profitability in the long term.

Resource 3 - Production Process Overview

• Ingredient Sourcing: FreshServe collaborates with local farmers and sustainable suppliers.
• Meal Kit Assembly: Ingredients are packed into kits in company-owned urban kitchens.
• Quality Control: Kits are inspected for freshness and portion accuracy before dispatch.
• Distribution: Refrigerated vehicles deliver meal kits to clients, focusing on urban food deserts.
• Customer Support: Customer feedback is collected via SMS for future improvement.

Resource 4 - Community Survey Excerpt

A survey by the Community Health Alliance highlights FreshServe’s positive impact: 90% of users said the service improved their diet, while 85% found meal kits more affordable than typical grocery options.

A majority expressed gratitude for reliable access to fresh food, though some noted difficulties in understanding recipe instructions and portion sizes.

Resource 5 - Internal Employee Commentary (Anonymous)

"Honestly, morale here at FreshServe is slipping. A lot of us feel like we’re just being pushed to hit numbers without any real recognition or support. The management team talks about our mission to fight food deserts, but inside the company it feels like that mission stops at the marketing materials. There’s little effort to motivate staff beyond constant reminders about deadlines and cost targets. Raises are rare, and most of us don’t see a path to grow in the company. It’s frustrating because many of us joined because we believed in what FreshServe stands for."

"Our managers seem to have adopted this top-down, almost authoritarian leadership style lately. There’s no room for new ideas—just follow orders, meet quotas, and don’t ask questions. And don’t get me started on their so-called 'lean production.' It just feels like code for cutting corners and squeezing more out of fewer people. We’re short-staffed in the kitchens, and yet we’re told to keep up the same output without any real process improvements or extra resources. The pressure is constant, and it’s burning people out."

• Criteria
  Criterion A (0-4): Use of all resource materials to support the plan. Criterion B (0-4): Application of tools and theories. Criterion C (0-6): Evaluation with trade-offs and impact. Criterion D (0-3): Clear, coherent plan and sequencing.