--- title: Amazon, Ecommerce & Inventory Strategy — 2026-03-16 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-16-doudlah-farms-marketing-amazon-ecommerce-inventory-call-130223685.md tags: - doudlah-farms - amazon - ecommerce - inventory - vapg-grant - pop-popcorn - product-launch - donation-campaign - b2b - fundraiser - wp-charitable layer: 2 client_source: Doudlah Farms industry_context: food-beverage transferable: false --- ## Overview March 16, 2026 marketing call with Mark, Lucy, and Jason Doudlah. Covered strong Amazon sales momentum (~$130k projected for March), the financial impact of the VAPG grant on popcorn margins, the decision to launch Pop Popcorn on Amazon, an inventory buffer increase to prevent stockouts, and finalization of a facility donation campaign featuring a Recognition Wall. **Attendees:** Karly Oykhman, Gilbert Barrongo, Avokerie Onorimuo (Asymmetric); Mark Doudlah, Lucy Doudlah, Jason Doudlah (client) **Recording:** [Fathom](https://fathom.video/share/7wsrjnPXdi3yWs3H-izpzKisefXU39qW) --- ## Key Decisions ### Pop Popcorn Will Launch on Amazon (Not Website-Only) Lucy's initial preference was to test the market through local stores and the website. The team decided to launch on Amazon instead, primarily because VAPG grant reimbursements only apply to Amazon sales — a website-only launch would forfeit that financial benefit entirely. > *"If we just stay within our website, then we don't have any reimbursement ability."* — Mark Doudlah ### Inventory Buffer Increased to 4–5 Months The previous 3-month buffer was chosen to minimize storage fees. Old World Popcorn sold out faster than projected, highlighting the risk. The team accepted higher storage fees as the lesser cost compared to lost sales from stockouts. ### Recognition Wall Tile Threshold Set at $50 Mark suggested $100 per tile; Lucy and Karly both reacted negatively. The group settled on $50 as the minimum donation to receive a custom tile on the facility Recognition Wall. Donations below $50 are still accepted but do not include a tile. ### Estes to Be Avoided for Future Shipments Estes failed to pick up a shipment for over a week, causing inventory delays. Karly will manually avoid selecting Estes when scheduling future Amazon inbound shipments. Gilbert is investigating how to file a formal complaint with Amazon. --- ## Topics ### Amazon Sales Performance - **March projection:** ~$130k (halfway through month at ~$65k) - **Record day:** March 15 — ~$6,400 in sales, attributed to an Amazon spring sale driving platform-wide traffic - **Top sellers:** White popcorn (DFO), black beans, cornmeal; Old World Popcorn also strong until near-stockout - **Old World Popcorn status:** ~100–174 units remaining across white/yellow SKUs; effectively sold out at current velocity ### VAPG Grant — Impact & Reporting The $250,000 Value Added Producer Grant (VAPG) reimburses 100% of Amazon fees (advertising, storage, shipping, pick fees) for all popcorn products — both Doudlah Farms and Old World Popcorn brands. Amazon-only; does not apply to website sales. **Financial impact:** Effective margin on popcorn increases from ~34% to ~66% of retail price. Grant is a fixed pool — once $250k is exhausted, reimbursements end. **Reporting cadence:** - Initial report: December 1, 2025 through end of February 2026 - Ongoing: Monthly, first of each month for prior month - Recipients: Stewards Unlimited (Daniella & Stephen), the grant writers handling reimbursement processing - Karly to ask Mark (Asymmetric) to pull the initial report and explore automating monthly delivery ### Pop Popcorn Launch **Production partner:** TS Foods (popping and bagging) **Packaging:** - 25,000 bag minimum at $0.40/bag (~$10,000 for bags) - 8 printing plates required at $400 each = $3,600 upfront plate cost - Bag design pending approval from Moza (certifier); Lucy will follow up directly **Oil sourcing:** Mark prefers Wildly Organics coconut oil over TS Foods' Nutiva option. The distinction is refined vs. non-refined (label color), not brand — TS Foods has equipment constraints around this. **Certifications required before launch:** Demeter and ROC approvals pending. **Timeline:** ~1 month from today, contingent on bag design approval, certifications, and oil sourcing resolution. **Next steps for launch plan:** Karly will have Mark (Asymmetric) research sales velocity for comparable popcorn products on Amazon and draft a launch plan covering case pack size, box dimensions, and initial send-in volume. ### B2B Site & School Fundraiser Program **Victruvian account bug:** Megan's account has no shipping options configured (free Tuesday delivery). Karly to fix at the account level. **School email campaign:** Emails are drafted and sending; results expected next week. Mark and Lucy to be added to the recipient list so they receive the same outreach and can field questions. **Priority schools to verify in list:** Monona, Madison Public Schools, Holmen (H-O-L-M-E-N). **Fundraiser program:** Lucy will send Karly a sample FFA fundraiser sheet to use as a template. The program will be integrated into the B2B site under a materials/resources section. Structure: school receives a kit → students collect orders on individual sheets → school submits consolidated order → Doudlah Farms ships to school → school distributes. Potential future addition: custom stickers with school/booster club logo applied to bags. ### Facility Donation Campaign **Goal:** Fund construction of the new Doudlah Farms facility via a dedicated website donation page. **Recognition Wall:** - Donors contributing $50+ receive a custom wood tile with their name (or business name) and city/state - Tiles will be permanently displayed on an interior wall of the new facility - Wall design image has a typo ("fire to" instead of "field") — Karly's design team will correct it - Lucy is working with a local woodworker to produce the tiles **Donation page setup (WP Charitable plugin):** - Plugin purchased: $99/year (Lucy's card on file; license/credentials to be forwarded to Karly) - Payment options: credit/debit card (Stripe), ACH, mailed check - Funds routed to a separate Chase account for bookkeeping isolation - Automated email notification to Lucy upon each donation with donor name and amount (for tile creation) - Tile info form to be linked in the donation confirmation email **Jackets:** "I know my farm" branded spring/summer jackets, ~$74.99, all proceeds fund the facility. Lucy to send Karly size/color breakdown and a mockup photo. Will be listed in the shop with facility funding noted in the product description, and also featured on the donation page. ### Shipping — Estes Issue Estes failed to pick up an inbound Amazon shipment for over a week. Both Amazon and Estes are deflecting responsibility to the other party. Gilbert (Asymmetric) is researching how to file a formal complaint or open a case with Amazon against Estes. Jason to send Karly the next DFO inventory order list; Karly will manually select an alternative carrier. ### Event Promotion — Organic Rising Film Screening Doudlah Farms is providing free popcorn at the "Organic Rising" film screening — they are not speaking. Current social media drafts incorrectly imply a speaking role. Karly will revise posts to reflect the correct role and swap in a better photo of Mark. --- ## Action Items | Owner | Action | |---|---| | Karly | Fix Victruvian (Megan) B2B account — add free Tuesday delivery shipping option | | Karly | Add Mark and Lucy to B2B school email campaign list | | Karly | Verify Monona, Madison Public, and Holmen schools are in the B2B email list | | Karly | Ask Mark (Asymmetric) to pull Amazon popcorn fees report (Dec 1 – Feb 28); explore monthly automation; share with Lucy | | Karly | Resend Moza bag-approval email to Lucy; Lucy to follow up with Moza directly | | Karly | Draft Pop Popcorn Amazon launch plan (velocity research, case pack, box size, initial send-in volume) | | Karly | Install WP Charitable plugin; configure Stripe/ACH/check to separate Chase account; add tile form to donation confirmation; add jacket product to shop and donation page | | Karly | Fix "fire to" typo on Recognition Wall design image | | Karly | Revise Organic Rising social media post (correct role, better photo of Mark) | | Karly | Reschedule Friday call to 9:00 AM CT; invite Gilbert | | Karly | Check in with Mark on inventory software progress | | Lucy | Send Karly the FFA fundraiser sheet template | | Lucy | Send Karly jacket size/color breakdown and better photo of Mark | | Lucy | Forward WP Charitable license and credentials to Karly | | Gilbert | Investigate filing a formal complaint with Amazon against Estes | | Jason | Send Karly the next DFO Amazon inventory order list (avoid Estes) | --- ## Related - [[clients/current/doudlah-farms/_index]]