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• Update FAIR pricing to the "blue list" — The current FAIR pricing is outdated.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.

Related Context

• 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.