Wholesum Family Farms, purveyor of the "Wholesum Harvest" brand of organic produce, relaunched its website (www.wholesumharvest.com) to feature a more easily navigable interface, fresh content and better functionality on mobile devices. The company enlisted produce consulting group FreshXperts to guide the relaunch.
“We wanted to make it simpler for customers to locate the information they find most relevant," Mike Chirveno, project manager at FreshXperts, said in a press release. "The new design brings the most popular content closer to the front of the site, in many cases to the home page or just one click away."
Additionally, growing demand for information while on the go inspired Wholesum Harvest to pursue a mobile-first approach. This approach provides improved performance from mobile phones and tablets, offers quick access to the most frequently searched information and reduces unnecessary information and visual clutter.
“We are increasingly reliant on mobile devices to access the World Wide Web,” said Chirveno. “The mobile-first design automatically scales its display to the device accessing the content. This allows Wholesum Harvest’s customers to look up recipes or product information from the convenience of home or the grocery aisle without sacrificing the quality of the display or ease of use.”
Content on the site emphasizes Wholesum Harvest’s commitment to organics, sustainability and social responsibility. The company, which has long demonstrated industry leadership as an advocate for organics and healthy living, strives to educate consumers about making wholesome choices. New pages highlighting the “why” behind organics, sustainability and social responsibility join Wholesum’s collection of product information, recipes and food preparation content. Furthermore, visitors can join the discussion on Wholesum Harvest’s new blog, “Organic Living,” housed on the website. Visitors can also link to Wholesum’s social media pages.
The website features an extensive collection of recipes and how-to food preparation videos developed by Executive Chef Tony Merola. For the first time, visitors are able to adjust recipes by specifying the desired number of servings. The ingredient quantities are then automatically recalculated to yield the appropriate number of servings.
Grocers and distributors have their own dedicated content accessed by one click from the top of the home page. There they can retrieve information about what produce is in season at any given time, find promotions support, learn about shipping and billing policies and connect with support staff.
“Wholesum Harvest has been a vocal advocate for organic growing, sustainability, and Fair Trade. This revamped website provides a forum for Wholesum Harvest to share its vision, educate consumers and reach growers and distributors. It is easier to use, provides relevant information that draws customers to the site, and will play an important role in supporting Wholesum Harvest’s growth moving forward,” said Chirveno.