X

Food Farmer

Year

2026

Client

Food Farmer

Timeframe

5 weeks

FoodFarmer came to us with a problem most fast-growing startups eventually run into: the business is moving faster than the website.

The team had built one of Poland's fastest-growing food marketplaces — over 180k users, 12k+ farmers, an app sitting near the top of Google Play and a first "warzywomat" already live in Warsaw — but the public website was still treated as a thin support layer for the app. That created a real growth gap. New consumers, potential producers, B2B partners and media were all landing on the same flat page, and none of them were getting what they actually needed.

The first phase of our work was a full SEO audit. The next phase is rebuilding the website around the audiences it really needs to serve, plus a content engine built for non-branded acquisition.

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The challenge

The challenge wasn't demand. It was that the website was becoming the bottleneck between the growth FoodFarmer already has and the next layer of growth.

FoodFarmer isn't a one-audience business. The marketplace works because it connects very different groups: consumers looking for fresher food, farmers and producers looking for a real direct-to-consumer sales channel, B2B partners interested in things like warzywomat rollouts or wholesale supply, and media and investors trying to keep up with a company that hit national attention in under a year. Each of those audiences has different questions, different objections and different decision points — and treating them as one is what most marketplace websites do wrong.

On top of that, the SEO foundation wasn't set up to capture the massive non-branded demand around the offer. People are already searching for the exact thing FoodFarmer solves, but the site wasn't structured to compete for that traffic.

A version of the "multiple audiences sharing one underbuilt entry point" challenge also showed up in Krzysztof Persona, where the answer was a routing-first homepage. Here we're scaling that logic up to a marketplace business with much higher complexity.

The solution

We approached FoodFarmer not as a website project but as a growth infrastructure project, broken into three phases that compound on each other.

Phase 1 — SEO audit. Instead of a generic technical report, we mapped the site against what FoodFarmer's actual demand looks like — both branded and non-branded search behavior around producer-direct food shopping. That gave the team a clear, prioritized plan: which pages need to exist, which structural changes are non-negotiable and which content gaps are sitting on top of real search volume waiting to be captured.

Phase 2 — full website rebuild with persona-driven audits. The key decision is that we're not building one landing page. Each core persona — consumers, producers, B2B partners and media — gets its own audit, its own path and its own conversion goal. Consumers move toward the app. Producers move toward listing their farm. B2B partners get a serious commercial conversation. Media and investors get the context they need without having to dig.

Phase 3 — content engine. A blog here isn't a corporate news feed. It's an SEO acquisition channel built around the long-tail demand FoodFarmer is already winning offline through word of mouth. Topic plan, structure and internal linking are designed for non-branded traffic, not vanity publishing.

What we delivered

Phase 1 (completed):

a full SEO audit covering technical foundation, on-page structure and content gaps
a prioritized action plan tied to real search opportunities, not generic best practices
a content roadmap aligned with FoodFarmer's non-branded acquisition potential

Phase 2 (in progress):

a full website redesign built around four distinct audience personas
a separate audit, message map and decision logic for each persona path
a scalable site structure designed to support marketplace growth instead of slowing it down
a visual direction aligned with the seriousness of where the business is heading

Phase 3 (in progress):

an expanded blog system built as a content acquisition layer, not a news section
a topic plan structured around real search volume in the non-branded food and producer-direct space
internal linking and content architecture designed to compound traffic over time

The collaboration is structured so that each phase delivers value on its own — the audit alone gave the team a clear, immediately actionable plan — and each next phase compounds on top of the last.

If you want to see another marketplace project where SEO and blog structure were built into the core of the platform, check Lokero.

Final effect

The shift FoodFarmer is making is bigger than a redesign. It's moving the website from a thin landing surface around the app into real growth infrastructure for a multi-sided marketplace.

Each phase of the partnership is designed to compound on the last. The SEO audit gave the team a clear, prioritized plan to act on immediately. The persona-driven rebuild will give each audience a path that actually fits them — consumers, producers, B2B partners and media. The expanded blog will turn long-tail search demand into a continuous acquisition channel that doesn't depend on the app store discovery cycle.

For a business already past 180k users and bootstrapped to that scale without external marketing spend, this is the kind of structural foundation that supports the next phase: international expansion, B2B growth and a much stronger presence in the non-branded search space.

If you're running a marketplace or platform business where the website is starting to fall behind the operation, start with 48h Audit.