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].
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.
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.
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.
| 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.
"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.
Cost-effective packaging formats under consideration:
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.
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.