Overview

Forward Greens is an indoor farm located in Vancouver, Wash. that grows microgreens and baby greens. In December 2021, the brand was eager to redesign its website and update messaging to place more emphasis on the product and less on indoor farming as a practice with the hope of expanding into national grocery chains.

Goals

The goal of the new website was to more clearly showcase how tasty and fresh Forward Greens’ products are and more prominently feature the company’s commitment to sustainability in growing them.

Results

A refreshed sitemap reorganized the brand story, putting the product first and the ways in which it’s made second. While the site still provides necessary education about how indoor farming works and its many environmental benefits, the Forward Greens products take center stage, along with corresponding recipes for the many ways to enjoy them.

A new sustainability section speaks to the concerns and questions of today’s consumers while providing more insight from the Forward Greens founders about their long-term goals and visions for the company, which include making local, fresh produce more accessible across the country.

*In 2022, a company purchased and absorbed the Forward Greens brand.

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“Allyson did an amazing job developing new website copy by elaborating on our brand’s voice and telling our company’s story in an engaging and succinct way. She took the time to really understand our goals for the project and knocked it out of the park!” - Meghan Verhey, former CMO @ Forward Greens