Case study 02 · Our Farms · Employee #3
Suppliers scaled on a farm-direct marketplace.
127% revenue growth, year over year.
Campaigns expire. Systems keep working. The metadata, taxonomy, and SEO architecture documented here is still running in production at ourfarms.com.
The situation
Our Farms is a farm-direct marketplace connecting regenerative agriculture suppliers with consumers: a headless Shopify build with a customized multi-vendor backend. When I joined as employee #3, it had two suppliers, no marketing infrastructure, and no conventions for how hundreds of farm products from dozens of independent sellers would be named, organized, or found.
The job was to build the systems that let a two-person marketing team run a fifty-supplier marketplace.
What I built
- Metadata system, 494+ product pages. Custom meta titles and descriptions across the full catalog, written to a repeatable convention.
- Multi-vendor taxonomy. 146 collections and 3,200+ collection-product relationships, so every farm functions as its own storefront while products stay discoverable by category.
- SKU migration. 558+ listings and 2,000+ variants moved into the Shopify-integrated marketplace with ecommerce SOPs documented for every vendor storefront.
- SEO architecture. Location, service, product, and FAQ pages built as a system; the location set alone covers 20+ metro delivery pages.
- AI-assisted content workflows. Centralized project management with AI automation, scaling content production across a fully remote team.
The proof, live in production
One title convention, 377 products
"Long Grain Brown Rice – Regeneratively Grown, Nutrient-Dense Whole Grain – Ideal for Healthy Cooking"
Product, attribute, use case. Authored once, applied across the full catalog, still live today.
The system, page by page
Captured from production, June 2026. Click any screen to view the full page.
The results