Context
Staff Africa Ducks Farms is a duck-farming agribusiness growing beyond its home base into the wider East African market. Its real revenue is wholesale — restaurants, traders, and bulk buyers — with a smaller retail trade alongside. The website needed to reflect that reality, where most consumer-facing agribusiness sites get it backwards by leading with a tiny shop and burying the wholesale proposition that actually pays the bills.
The brief was to build a brand site that takes the wholesale buyer seriously — establishing the operation as a credible, scalable supplier — while still giving retail customers a simple way to buy.
Decisions
01
Decision
Put wholesale first, retail second.
The site's primary job is to convince a bulk buyer that Staff Africa can supply reliably and at scale. Wholesale capability, supply consistency, and the path to a trade conversation lead the experience; the retail storefront is present but deliberately secondary.
02
Decision
Build credibility as a scaling supplier.
A buyer placing a recurring order needs confidence in continuity, not just a one-off sale. The site is structured to communicate that Staff Africa is a real operation expanding deliberately across the region — the kind of supplier worth building a relationship with.
03
Decision
Keep the storefront small and honest.
Rather than overbuild a retail shop the business does not primarily run on, the storefront is intentionally lightweight — enough to serve a retail customer well, without pretending the business is something it is not.
Outcome
Staff Africa now has a site matched to how the business actually makes money — wholesale-forward, credible to a bulk buyer, and still welcoming to retail. The structure reflects the commercial reality rather than the default e-commerce template.
Wholesale-led
Site priority
East Africa
Expansion market
Storefront
Retail, kept small
Structural placeholders — add real figures (wholesale accounts, volume, regions supplied) once confirmed.
- Next.js
- Tailwind CSS
- Vercel
What I’d do differently
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I would have built a dedicated wholesale enquiry flow. A trade buyer has different questions than a retail one — minimum orders, delivery, pricing tiers. A purpose-built wholesale enquiry path would convert that buyer better than a generic contact form.
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Supply-capacity transparency would strengthen trust. Bulk buyers worry about reliability. Even modest signals of capacity and consistency would make the credibility case more concrete.