01
Who the site is for
The scope document frames Linda Fruit as B2B without naming a primary audience. The planning session resolved it: growers lead. That is also what the archetype work supports — “growers deserve more value”, and “the hero is the grower”.
Primary
Growers & orchard partners
Washington orchard owners deciding who should market, pack and sell their fruit. They arrive skeptical — most have been promised better returns before. They are evaluating people and terms as much as capability, and the decision is slow, relational and reputational.
Secondary
Buyers & distributors
Retail produce buyers, wholesalers, repackers and foodservice distributors sourcing apples, with pears expected next. They need varieties, sizes, pack styles, availability windows, food-safety credentials, and confidence Linda Fruit can service a program reliably.
Tertiary
Candidates & press
Job seekers reaching the Careers page, and trade media covering the launch announcement on 1 September. Both arrive with no prior knowledge of the company.
02
What the site is for
Build trust and create new business relationships — communicate quickly who Linda Fruit is, what it offers, and why a partner should feel confident.
The company is new and announcing itself. The site goes live ahead of a public press release, so for a period it is the only place a prospect can evaluate Linda Fruit at all. It also has to be editable by Linda Fruit staff without developer support, and structured to absorb pears, further commodities and whole new sections without a rebuild.
Success at launch: a grower understands the point of view within seconds, believes these are people worth talking to, and starts a conversation. A buyer finds varieties, packs and credentials without friction.
03
Positioning
The claim a neighboring shipper could not truthfully copy.
The argument
Premium is a process that starts long before harvest.
And the grower — not the shipper — is the party whose outcome the business exists to improve. Everything else on the site is evidence for those two sentences.
The structural advantage
Fruit that misses fresh grade still has somewhere to go that pays.
The Crunch Pak relationship is real and it is the difference between a returns promise and a returns mechanism. Part of the Taylor Farms family of companies.
04
Site map
Home
PersuadeBrand introduction, imagery and key messaging. Must answer who Linda Fruit is, what it can do for my business, and why I should trust it — fast.
CTA · Work With Us
Our Fruit
ReadApples — varieties, availability, pack styles, capabilities. Structure must absorb new varieties and commodities easily; pears expected next.
CTA · Work With Us
About Us
PersuadeStory, background, the Crunch Pak and Taylor Farms relationships, leadership. Establishes credibility while keeping Linda Fruit's own identity in front.
CTA · Meet Linda
Our Difference
PersuadePremium-first approach, quality, assured supply, innovation, and the ability to create opportunity across fresh, sliced and value-added.
CTA · Let's Talk Fruit
News & Updates
ReadCompany news, harvest updates, trade shows, press releases, new hires. Staff must be able to publish without help.
Ships with zero posts — empty state matters
Careers
OperateCulture, opportunities, current openings. Postings added internally, or integrated with a future HR platform.
CTA · Join Linda
Contact
OperateOffice and sales information, location and map, contact form with routing. Scope names Customer Feedback and General Inquiries.
Grower and buyer paths implied but unconfirmed
Future
PlannedPears and further commodities, sustainability and community content, grower information, customer resources, downloadable sales materials.
Must not require a rebuild
05
Timeline
-
10 August 2026 · today
Concepts presented
Four homepage directions, brand guide and scope assembled. No client content or photography received yet.
-
28 August 2026
Home & About Us live
The scope raises but does not answer whether these are one page or two.
-
1 September 2026
Launch press release
Traffic spike expected against a two-page site. Press will link to the homepage.
-
5 October 2026
All remaining pages built
As skeletons — Our Fruit, Our Difference, News, Careers, Contact. Content may follow.
-
Ongoing
Continuous build-out
As the business grows.
Schedule risk — raise with the client now
18 days to launch, with no content and no photography.
Home and About are achievable on 28 August only if real copy, leadership bios and the photo shoot land inside the next week. If they slip, there are two honest options:
- Launch on schedule with visibly marked placeholder content, and swap it in as it arrives.
- Move the live date, and with it the 1 September press release.
Either is fine. Deciding on the 26th is not.
06
Development requirements
Build & content
- Easy-to-manage CMS, internal editing
- Modular sections, rearrangeable
- Mobile responsive
- Product / variety content, staff-editable
- News publishing
- Careers & job postings
- Contact forms with inquiry routing
Media & performance
- Strong photography and video, incl. homepage video
- Image and video optimization for page speed
- Accessibility — WCAG best practice, targeting 2.2 AA
- Social integration — Instagram, LinkedIn
Operations
- SEO foundation & Google Search Console
- Google Analytics 4
- Security, backups, maintenance plan
- Extensible without rebuilding
Ownership
Linda Fruit retains ownership and administrative access to the website, domain, hosting, analytics accounts, content, design and source files, and applicable licenses. Worth confirming in writing at kickoff rather than at handover — particularly the Adobe Fonts web project, which sits under whoever owns the Creative Cloud subscription.
07
Evidence on hand
Have it
- Brand guide, 10 pages
- Archetype deck, 14 slides
- Website scope document
- Approved public company description
- Six approved message reframes
- Logo (raster in SVG wrapper)
Exists, not yet supplied
- Varieties, sizes, grades, pack styles
- Availability calendar
- Certifications & food-safety credentials
- Leadership names, roles, bios
- Grower value specifics — returns model, agronomy support, contract terms
All four confirmed to exist in the planning session. Every one is on the critical path.
Must not be invented
Certification names, variety lists, volumes, acreage, storage capacity, leadership names, contract terms, customer names, and any performance claim.
Placeholders in the concepts are marked with a dotted gold underline precisely so nobody at Linda Fruit mistakes them for something we were told.
Photography & video
Partial — some usable assets exist and a shoot is planned before launch. Every image slot in the four concepts is labeled with the shot it needs, so the mockups double as the photographer's brief. A consolidated shot list should go out with the direction sign-off, not after it.
08
Product principles
Five durable rules derived from the confirmed brand work. Any future page should be checkable against these.
-
1
The grower is the hero; Linda is the partner
Every page frames the visitor's success, not Linda Fruit's achievement. The brand's own words: “Linda is never the hero. Linda helps others succeed.”
-
2
Prove, don't claim
The apples become proof. Lead with people, craftsmanship and point of view; specifics beat adjectives. “Premium” is never used as a bare claim.
-
3
Premium is a process, not an adjective
What happens before harvest is the story the category does not tell. That gap is the whole opportunity.
-
4
Down to earth, never corporate
Plain, warm, specific language. Purposeful without taking itself seriously. Not loud.
-
5
Built to grow
Pears, further commodities and whole new sections must be addable by Linda Fruit staff without a rebuild.
09
Open items
| Decision | Owner | Blocks |
|---|---|---|
| Bright-green hex — resolved from the logo vector as #71bb28; guide still needs correcting | Brand designer | Confirm only |
| Logo derivatives — done. Vector delivered; knockout, horizontal lockup and both app icons built from it and wired in | Sherpas IT | Closed |
| Single-line wordmark — needs the designer's source file; this export welds “in” and “fr” into one path | Brand designer | Optional |
| Primary green mismatch — guide says #009439, artwork draws #039438 | Brand designer | Launch |
| Script font — six candidates, none chosen; it appears in the logo | Brand designer | Build |
| Adobe Fonts web kit ID — desktop license does not cover web serving | Linda Fruit | Build |
| Home + About — one page or two | Linda Fruit | Launch |
| Inquiry routing — scope names two paths; the audience model implies four | Linda Fruit | Launch |
| Character mark usage — mascot, packaging device, or social personality? | Brand designer | Launch |
| Bilingual scope — the signature phrase is Spanish; is Careers English-only? | Linda Fruit | Launch |
| Hosting, maintenance and support — recommendation, annual cost, hourly rates | Sherpas IT | Proposal |
| Concept count & revision rounds — the scope asks the proposal to state these | Sherpas IT | Proposal |
The scope document also requests initial design and development cost, estimated timeline from kickoff to launch, content migration/loading, third-party software and licensing costs, and an explicit list of what is not included. Those belong in the commercial proposal rather than here.