Marketing, Amazon, E-commerce & Inventory Call — 2025-10-03

Overview

Weekly marketing sync with Mark and Lucy Doudlah covering the near-complete B2B wholesale site, a packaging rebrand requiring product imagery updates across all platforms, upcoming holiday recipe content, the new FarmWise processing facility webpage, Walmart seller account restart, and FAIR platform pricing migration.

Attendees:
- Mark Doudlah, Lucy (Sherry) Doudlah, Jason Doudlah — Doudlah Farms (external)
- Karly Oykhman, Mark Hope, Gilbert Barrongo, Avokerie Onorimuo, Faith Amerson, Mylene Tingson — Asymmetric

Key Decisions

• B2B logo: Bottom-right option selected — horizontal layout with truck graphic; chosen for readability and because Doudlah Farms handles most deliveries directly.
• Wholesaler accounts: One login per company (not per individual contact); use a shared/general ordering email where available to handle staff turnover. Email address can be updated on the backend without losing order history.
• Product imagery: All product images across the website and Amazon must be replaced with new packaging showing the "Tested Clean" splash label. Non-GMO logo has been removed; logos to display are USDA Organic, Regenerative, and Demeter. Jen holds the updated image files.
• Gift box pricing: Single-product listings showing a gift box image must have the gift box removed; pricing inconsistency (single bag priced higher than gift box bundle) must be corrected across all platforms.
• Holiday content pivot: October newsletter to be reworked around Halloween/popcorn theme; existing cornmeal content shifted to November (Thanksgiving).
• FarmWise webpage: A dedicated construction-progress page will be added to the site, including the FarmWise acronym explanation, facility rendering, interior schematic, and regular photo updates as groundbreaking approaches (end of October).
• Walmart: Previous seller account had issues; a new account will be created for DFO LLC.
• FAIR platform: Pricing to be updated to the new "blue list"; business customers currently on FAIR to be migrated to the B2B site.

Action Items

• [ ] Lucy Doudlah — Add wholesaler emails to B2B spreadsheet; note which accounts use different price lists (L&L, Piggly Wiggly, Marty). Resend updated "blue" price list to Karly.
• [ ] Lucy Doudlah — Send Karly new product images with "Tested Clean" label and USDA/Regen/Demeter logos (from Jen). Confirm non-GMO logo is removed.
• [ ] Lucy Doudlah — Find or create a healthy popcorn ball recipe using honey instead of corn syrup; send to Karly.
• [ ] Lucy Doudlah — Send Karly the new facility rendering, interior schematic, and written explanation of the FarmWise acronym for the website update.
• [ ] Lucy Doudlah — Update FAIR pricing to new "blue list"; compile list of FAIR business customers to migrate to B2B platform.
• [ ] Karly Oykhman — Work with Mark Hope to set up a new Walmart seller account for DFO LLC; determine required documentation from the Doudlahs.
• [ ] Karly Oykhman — Obtain updated product imagery from Jen; update all product listings on website and Amazon.
• [ ] Karly Oykhman — Rework October newsletter around Halloween/popcorn theme; shift cornmeal content to November.
• [ ] Karly Oykhman — Develop Halloween recipe content: popcorn balls (honey-based), popcorn/pretzel/M&M party mix.
• [ ] Karly Oykhman — Create FarmWise facility webpage with rendering, schematic, acronym explanation, and progress update section.
• [ ] Karly Oykhman — Fix gift box pricing inconsistency and remove gift box image from single-product listings across website and Amazon.
• [ ] Karly / Mark Hope — Investigate WooCommerce/B2B plugin capabilities for: order notification emails, printable invoices/packing slips, net-30 payment tracking, and automated payment reminder emails.
• [ ] Karly / Mark Hope — Explore importing Down on the Farm (Marty) historical order data into B2B site for forecasting purposes.

Topic Notes

B2B Website

The site build is essentially complete with only minor page-level tweaks remaining. The team began creating wholesaler accounts on the day prior to this call, using the pricing spreadsheet provided by Lucy. Key operational questions were raised and deferred to the developer (Mark Hope):

• Order notifications: Can be handled via WooCommerce/ShipStation (mirroring B2C) or a simple order-confirmation email to Lucy.
• Invoicing & packing slips: Lucy's current process requires a printed order form and a separate signed invoice at delivery. The B2B plugin may handle this natively — to be confirmed.
• Payment tracking: Wholesalers pay via check, ACH, or QuickBooks. Lucy will manually mark invoices as paid. Automated net-30 reminders are desirable; feasibility TBD.
• Historical data: Mark Doudlah flagged the value of importing Down on the Farm's historical order data (currently managed in Excel by Marty's wife) for sales forecasting.

Product Imagery & Packaging Rebrand

All existing product images on the website and Amazon show old packaging without the "Tested Clean" label. The rebrand also removed the Non-GMO Project logo (due to Mosa certification requirements) and updated the front-of-bag certification icons to USDA Organic, Regenerative Organic Certified, and Demeter. Jen has all updated image files. This affects every bean SKU and popcorn SKU.

Additional imagery notes:
- Remove gift box from single-product popcorn listings.
- Correct gift box bundle pricing so it is not undercut by single-unit pricing.
- Updates apply to both the DFO website and Amazon listings.

Holiday Recipe & Content Calendar

Lucy will source or develop the Halloween recipes and send them to Karly. The team also discussed event-specific gift box concepts (wedding, baby shower, graduation) using custom sticker labels — noted as a future product/marketing opportunity for the DFO site.

FarmWise Facility Webpage

Groundbreaking is expected at the end of October. A dedicated webpage is needed before then. Content plan:

• FarmWise acronym: Farmers Assessing Resilient Markets Through Wisconsin's Infrastructure for Sustainable Enterprises
• Visuals: New exterior rendering + interior schematic (both from Lucy/Jen)
• Progress updates: Photo updates every 2–3 weeks, cross-posted to social media
• Messaging: Emphasize that the facility serves a four-state region (WI, IA, IL, MN), supports other organic farmers through cleaning/packing/white-label services, and reinforces field-to-consumer transparency
• Song: Consider placing the farm song on this page rather than (or in addition to) the About Us page, as it contextualizes the "why" behind the facility

E-commerce Platforms

Walmart: A previous seller account had unresolved issues. A new account will be created for DFO LLC. Karly to work with Mark Hope on setup and identify required documentation.

FAIR: Pricing needs to be updated to the new "blue list." Business customers currently ordering through FAIR should be migrated to the new B2B platform. Lucy to compile that customer list.

Amazon: Product imagery updates (see above) apply here as well. Mark Doudlah also asked about MAA5 promo code usage — Karly to check Amazon backend for any sales attributed to that code.

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