The Orchard at Tesco is an online community founded by the well-know supermarket, Tesco. There are a lot of benefits you can get once you sign up and become a member because what it does is actually testing certain Tesco products by offering them for free to the online members and collecting feedback from them afterwards.

I find it a great online community especially for students who are living on a budget and this not only an opportunity not to spend a lot of money on food, but also a chance to try something different than you usually purchase and who knows, maybe you will love it. I believe everybody went through this at least once when they saw something new on the shelves, but didn’t buy it because they don’t know if they would enjoy it.



Both challenges and limitations appear when you actually begin the process and you realize you need to take surveys in order for the Orchard to build your profile and see if you would be the target audience for any of their products. This is not only complicated, but also annoying sometimes if they interpret your answers wrongly and you end up receiving food that you hate. However, you can always see what feedback other people gave about it and start an actual conversation with other online members.

You can check it out by yourself at Tesco Orchard and see if you’d like to try it.










  1. I never thought of something like this as being an online community, but as I’ve just read your blog post it seems obvious! As the site is allowing connections with other members and surveys are being taken! I like how you listed the challenges and limitations to the site. However it is also good that you can see feedback before you buy an item! I’m definitely going to check it out.


  2. This is a great example of an online community, and one I didn’t know existed. It is clear that there are good benefits for the customer – unlike an online community like Facebook, where one of the benefits is being able to communicate with people, on Tesco Orchard customers,as you mentioned, get given free products for being part of this scheme. This is rewarding for the members and also helps Tesco because of the feedback, so is an example of a community where the members and marketers are helping each other.


  3. I didn’t know this existed, it sounds like such a good idea and a good example of online communities. I don’t think I would have thought about it that way until you said so. I like how you listed the limitations as well as the positives, it’s really informative. I’ll definitely have a look at this.


  4. I didn’t know about it! This is so cool! I’ll definitely try it.
    It is also a great example of community, which I would never think about, even if I knew about it. However, the points and characteristics you mentioned undoubtably make it a community.
    Thank you for this tip!


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