Freshly Grown


Project Scope

Startup Strategy, Website, Content Marketing, E-Commerce, Artificial Intelligence

Summary

Freshly Grown is an initiative of the Food Water Wellness Foundation that was looking to build a platform to help local farmers direct-market food. But the site couldn't be just another online directory of which there were many yet did not satisfy the needs of local farmers.  One differentiation we identified upfront was to help farmers list all distribution points versus just farm locations. This required a website that featured a map and search functions. We were able to identify a Wordpress template that provided just the trick.

Another major challenge to this website was flexibility and scalability. The client had plans to scale across Canada and eventually the US. This required some very important upfront planning to ensure that the framework could support rapid growth in an organized fashion. We also needed to address future monetization, which was accomplished by adding a very flexible e-commerce engine that could accommodate centrally sold products and affiliate sales on behalf of farmers. The site even has the ability to allow farmers to open their own online stores.

Finally, the content marketing strategy required some important analysis. Although consumers were very familiar with the term "sustainable farming," the client wanted to educate the public on "regenerative agriculture," which incorporates environmental solutions to address climate change. This required important research which was facilitated by using our content analytics tools and Artificial Intelligence in the form of cognitive analysis of NLP (Natural Language Programming). Using this data we were able to write over thirty SEO and SEM articles.

Results

The most important final result, for us and the client, was the scalability of the initial platform. We poured in as many flexible features that the budget allowed so that the Food Water Wellness Foundation can test different strategies and features as necessary. The site is ready to move to the next stage of expansion at anytime without major expense. The site began generating immediate revenue as well through e-commerce sales. In addition, Envision's digital capabilities were greatly expanded into the world of Artificial Intelligence. In fact, the Freshly Grown website now features an AI based Facebook Messenger chatbot that can answer questions and handle basic support requests.

"I loved working with the Envision team. It was a really smooth process and I couldn't believe how quickly everything came together into an effective and complete product. I would totally recommend Envision for anybody trying to articulate and execute a complex project in a short period of time." - Kim Cornish, Director, Freshly Grown and Food Water Wellness Foundation
Ed Kang