Doudlah Farms FAIR Platform B2B Migration

Overview

During the October 2025 marketing sync, the team identified that Doudlah Farms' FAIR platform account needed a pricing update and that existing business customers on FAIR should be migrated to the new B2B wholesale site. This work runs in parallel with the broader ^[1] B2B site buildout and is part of a larger effort to consolidate wholesale ordering into a single, purpose-built channel.

Context

Doudlah Farms sells through multiple e-commerce platforms simultaneously — their own WooCommerce-based B2C site, Amazon, Walmart (pending restart), FAIR, and the new B2B wholesale site. FAIR has historically served a mix of retail and business buyers. As the B2B site nears completion, business customers currently ordering through FAIR represent a migration opportunity: moving them to the B2B platform gives Doudlah Farms better pricing control, order history, and invoicing workflows.

Key Decisions

Update FAIR pricing to the "blue list" — The current FAIR pricing is outdated. Lucy confirmed the updated price list is identifiable as the one that "looks more blue" and will resend it to Karly for reference.
Migrate FAIR business customers to the B2B site — Business buyers on FAIR should be transitioned to the new wholesale platform rather than continuing to order through FAIR. This aligns their purchasing with the net-30 invoicing, account history, and tiered pricing infrastructure being built out on the B2B site.
Compile a list of FAIR business customers — Lucy (Sherry) is responsible for identifying which FAIR accounts are business customers vs. retail consumers so the migration can be targeted appropriately.

Gift Box Pricing Review

A related pricing issue surfaced during the same discussion: gift box pricing across platforms is inconsistent and potentially counterproductive. Specifically, a single product listing was priced at $19 while a gift box containing two units plus recipe cards was priced at $18 — making the single-unit purchase a worse value proposition for the customer.

Action required: Review and correct gift box pricing across all platforms (website, Amazon, FAIR) to ensure single-unit and bundle pricing are logically structured and do not undercut bundle sales.

"Why would anybody buy one single one for $19 when you can get two in recipe cards in a gift box for $18?"
— Lucy Doudlah

Action Items

[ ] Lucy (Sherry): Update FAIR pricing to the new "blue list." Resend updated price list to Karly.
[ ] Lucy (Sherry): Compile list of FAIR business customers to be migrated to the B2B platform.
[ ] Karly: Execute pricing update on FAIR once blue list is received.
[ ] Karly / Team: Review and correct gift box pricing across all platforms (DFO website, Amazon, FAIR) to ensure bundle pricing is more attractive than single-unit pricing.

The B2B site is nearly complete; wholesaler accounts are being created with tiered pricing. See ^[2] for full project status.
Walmart seller account is being restarted separately under DFO LLC — see ^[3] if that article exists.
Product imagery across all platforms (including FAIR) also needs updating to reflect the new "Tested Clean" packaging. See ^[4] for details.
Pricing tiers referenced (L&L, Piggly Wiggly, Marty/Down on the Farm) are being configured directly in the B2B site; FAIR pricing should align with or reference the same blue list used there.

Strategic Note

Consolidating business buyers onto the B2B platform reduces pricing fragmentation and gives Doudlah Farms a single source of truth for wholesale order history — important for sales forecasting and net-30 payment tracking. FAIR may continue to serve retail or discovery-oriented buyers, but business accounts benefit from the invoicing, packing list, and account history features being built into the WooCommerce B2B site.