Drawing from his experiences in the restaurant industry and working on an organic farm in Southeast Georgia, Matt Burch understands that when it comes to developing a thriving local food system, distribution is the missing link. In 2008, he founded Urban Agrarian, a local food distribution company based in Oklahoma City that delivers fresh food grown by local farmers and producers to area farmers’ markets, restaurants, and schools in their Veggie Van—a behemoth, 26-foot step-van that runs on waste vegetable grease. Burch also works with the Department of Agriculture’s Farm to School program, which takes Urban Agrarian to Oklahoma State University for weekly deliveries during the school year.
Urban Agrarian’s previous site failed to showcase the uniqueness of its business model as well as Burch’s engagement with social media as his chief communication tool. He approached Level9 with the task of creating a contemporary site with an open, spacious feel that would integrate seamlessly into his eCommerce platform, customer and producer relations, and brand identity.
We designed Urban Agrarian’s site around the concept of white space that utilizes subtle color gradients and drop shadows to convey the feeling of spaciousness and texture. The grass and seasonal food images that frame the slideshow represent Urban Agrarian’s tie to healthy, local food. On the functional side, we made it easy for customers and producers to communicate with Urban Agrarian directly from the homepage. We also custom built a newsletter that matches the design of the site.
Since launching UAOklahoma.com, Burch has seen an increase in site traffic, customer and producer requests, as well as followers on Facebook and Twitter. He also has an online presence that, in his own words, he describes as “very respectable.”