Doudlah Farms New Bean Brand Strategy
Overview
Doudlah Farms is developing a second, lower-priced bean brand to sell non-ROC (Regenerative Organic Certified) beans and capture a more commodity-focused market segment. The strategy mirrors the [1] approach: a distinct sub-brand positioned below the premium Doudlah Farms label, enabling the farm to move excess or non-certified inventory without diluting the flagship brand's premium positioning.
This initiative was discussed during the [2].
Rationale
Inventory Pressure
Doudlah Farms holds significant volumes of beans that cannot be sold under the Doudlah Farms ROC label:
- Pinto beans: ~127,000 lbs on hand, perceived as a commodity by online buyers
- Black beans: At least one semi-load sourced from a non-ROC grower
- Additional uncleaned varieties (cranberry, small red) pending processing
These beans cannot be sold to ROC-only buyers like [3], and selling them at full Doudlah Farms pricing is not viable given their commodity positioning in the market.
Market Observation
Online consumer behavior shows pinto beans are treated as a commodity, while black beans command a premium and are perceived as a specialty product. A lower-priced brand can capture price-sensitive buyers for commodity varieties without cannibalizing premium SKUs.
Precedent: Old World Popcorn
The Old World brand demonstrated that a simpler, lower-cost package (plain poly bag vs. printed kraft) can be launched quickly and profitably. The same logic applies to beans: lower packaging cost + lower price point = accessible margin on inventory that would otherwise sit.
Brand Positioning
| Attribute | Doudlah Farms (flagship) | New Bean Brand |
|---|---|---|
| Certification | ROC + Demeter Biodynamic | Organic (non-ROC) |
| Price point | Premium | Commodity-competitive |
| Packaging | Printed kraft bags | Simple poly bag or gallon pail |
| Target buyer | Health-conscious, values-driven | Price-sensitive, bulk buyers |
| Channel | Amazon, DTC website, retail | Amazon, DTC, potentially B2B/schools |
The new brand should be visually and verbally distinct from Doudlah Farms — a new logo, new name, and no cross-reference to the farm — to avoid brand confusion and protect premium positioning.
Brand Name
"FarmRite" (F-A-R-M-R-I-T-E) is the leading candidate. Lucy Doudlah previously trademarked this name for a different initiative (supporting other farmers) but allowed it to lapse. It could be renewed.
The Asymmetric team will propose additional name ideas for review on the next call.
Next step: Mark Hope's team to bring 3–5 brand name options to the next strategy call.
Packaging Options
Cost-effective packaging formats under consideration:
- 4 lb poly bag — common grocery store format; aligns with commodity positioning; sourced from Johnson Bags (Lucy's existing supplier)
- 1-gallon pail — more distinctive on Amazon; appeals to bulk buyers; Lucy has sourcing contacts
- Generic printed bag with SKU label — one bag design, variety identified by label (mirrors Old World approach)
The goal is to avoid expensive custom-printed bags per variety. A single bag design with a label overlay (e.g., "Black Beans," "Pinto Beans") keeps setup costs low and allows flexibility across SKUs.
Next step: Lucy to research packaging options (4 lb bag, 1-gallon pail) and get pricing from Johnson Bags or equivalent suppliers, then share with Mark Hope.
Applicable Inventory
Varieties that could be sold under the new brand:
| Variety | Est. Volume | Notes |
|---|---|---|
| Pinto beans | ~127,000 lbs | ROC, but commodity-positioned; high inventory |
| Black beans (non-ROC lot) | ~1 semi-load | Cannot be sold as ROC; must be sold under separate brand |
| Cranberry beans | TBD | Not yet to cleaner |
| Small red beans | TBD | Not yet to cleaner |
Even ROC beans in commodity varieties (e.g., pintos) may benefit from a lower-priced brand to drive volume, with the understanding that margin per unit will be lower but overall revenue improves by moving slow-selling inventory.
Connection to Other Initiatives
- [4] — Direct strategic precedent; same dual-brand logic
- [5] — Some of the same excess bean inventory may be routed to cooked bean production instead; these two initiatives should be coordinated to avoid double-allocating supply
- [6] — Bean Vivo requires ROC beans; non-ROC inventory is not eligible and should flow to the new brand instead
- B2B / Schools channel — 4 lb bags or pails may be a natural fit for institutional buyers; worth testing once the B2B site launches
Open Questions
- Brand name: FarmRite or alternatives? Does Lucy want to renew the trademark?
- Packaging: 4 lb bag vs. gallon pail vs. generic bag + label? What are the unit costs?
- Pricing: What price per unit is needed to be competitive while maintaining acceptable margin?
- Channel priority: Amazon first, or launch simultaneously on DTC and B2B?
- ROC beans in commodity brand: Is Doudlah comfortable selling ROC-certified pintos under a non-premium brand, or should the new brand be strictly non-ROC inventory?
Action Items
- [ ] Mark Hope — Propose 3–5 brand name ideas for the new bean line (next call)
- [ ] Lucy Doudlah — Research packaging options (4 lb bag, 1-gallon pail) and pricing; share with Mark Hope
- [ ] All — Align on which inventory is allocated to new brand vs. cooked beans vs. Bean Vivo before committing supply