Farah riche

Jubilee Justice: Operations Strategy & Brand

Broke down silos between farm and sales teams, presented a data-driven restructure to leadership and their VC partner, launched an online grain store, and overhauled the website — shifting the business from a $456K loss toward sustainable operations.

Client

Jubilee Justice

Services

Operations Strategy

Brand & Web Design

Cross-Team Facilitation

Duration

November 2023 – Present

View Live Site

At a glance

Farm Systems & Operations Consultant · Jubilee Justice · Alexandria, Louisiana (cooperative of 8 farmers across the Southeast) · Contract / Consulting · November 2023 – Present

Top Metrics

Online grain store launched — nationwide sales channel on Square Online, live and shipping product
Complete website overhaul — full Framer rebuild, new visual identity and information architecture
Cross-team alignment shipped — facilitated meetings between farm and sales teams that changed what the farm grows
Restructure partially in implementation — presented to JJ president and Potlikker Capital president; channel changes and labor model assessment now active

The Problem

The farm was operating at a $456K annual loss with personnel costs at 335% of revenue. But the financial problem was a symptom — the root cause was operational. There was no channel-level revenue tracking, no framework for deciding what to grow or where to sell it, and no feedback loop between the people selling at markets and the people deciding what to plant. The website was outdated, missing key information like market schedules and sales channels, and didn't reflect what JJ was becoming. The brand was working against the business.

constraints & context

Active engagement with existing systems — strategy had to build on the traceability infrastructure already in place, not start over

Multiple stakeholders with different priorities — farm leadership, VC partner (Potlikker Capital), field crew, market managers all needed to see themselves in the plan

Budget reality — recommendations had to be implementable within the farm's actual financial situation, not aspirational

Cooperative context — JJ is one of eight farms; decisions have implications beyond a single operation

Leadership & Contributions

Cross-team facilitation — broke down the silo between farm and sales teams. Facilitated meetings to surface what was selling, what customers were requesting, and what wasn't moving. This led to tangible changes in what the farm grew and how it allocated resources.

Business restructure & stakeholder presentations — conducted strategic analysis using two years of sales data. Presented recommendations directly to JJ President Konda Mason and Potlikker Capital President Mark Watson, leading to actionable decisions including the online store and channel restructuring. Designed Farm Credit pricing tiers and proposed a pre-order sell-through model (still on the roadmap).

Online grain store — launched a nationwide sales channel on Square Online as a direct outcome of the restructure strategy. Validated the opportunity against existing proof points before building.

Website overhaul — the old site was outdated, off-brand, and missing critical information. Did a complete rebuild in Framer: new visual identity, restructured information architecture, content aligned with where the organization is heading, and a scalable foundation supporting the online store and cafe opening Fall 2026.

AI as an operating model — used Claude to generate the restructure proposals, comparison analyses, cost modeling, and platform evaluations. This is what allowed me to present executive-level strategy work as a solo consultant.

Deliverables:

Farm restructure proposal with P&L projections, channel revenue model, and 12-week pilot plan
Online grain store (Square Online) — live, selling nationwide
Complete website overhaul (Framer)
Farm Credit pricing tiers and Square implementation plan
Wholesale grain pipeline strategy
Platform comparison and cost modeling analyses

Leadership & Contributions

Online grain store — launched a nationwide sales channel on Square Online as a direct outcome of the restructure strategy. Validated the opportunity against existing proof points before building.

Deliverables:

Farm restructure proposal with P&L projections, channel revenue model, and 12-week pilot plan
Online grain store (Square Online) — live, selling nationwide
Complete website overhaul (Framer)
Farm Credit pricing tiers and Square implementation plan
Wholesale grain pipeline strategy
Platform comparison and cost modeling analyses

Validation & iterations

Data-driven strategy. Every recommendation was grounded in actual sales data, not estimates. The Top 10 crop list came from two years of transaction records. The grain wholesale opportunity was validated by an existing proof point — a local casino had already purchased 180 lbs — before building the online sales channel.

Cross-team feedback loops. The facilitation work wasn't a one-time meeting. It established an ongoing practice where market feedback informs growing decisions. Monthly on-site visits keep this loop tight — catching misalignments that wouldn't surface in a spreadsheet.

Stakeholder alignment. Presenting to both the farm's president and the VC partner meant the recommendations had to hold up to different priorities. The restructure wasn't accepted on faith — it was interrogated, and the pieces now in implementation (channel changes, online store, labor assessment) are the ones that survived that scrutiny.

constraints & context

Active engagement with existing systems — strategy had to build on the traceability infrastructure already in place, not start over

Multiple stakeholders with different priorities — farm leadership, VC partner (Potlikker Capital), field crew, market managers all needed to see themselves in the plan

Budget reality — recommendations had to be implementable within the farm's actual financial situation, not aspirational

Cooperative context — JJ is one of eight farms; decisions have implications beyond a single operation

the impact

Online grain store live — nationwide sales channel shipping product, validated and launched from the restructure strategy.

Siloed teams → connected operations — farm and sales teams now actively inform each other's decisions, with tangible changes in growing and resource allocation. Monthly on-site visits keep the feedback loop running.

Outdated website → rebuilt brand — complete Framer overhaul with new visual identity, restructured IA, and a foundation supporting the online store and cafe opening Fall 2026.

Strategy driving real decisions — restructure presented to leadership and VC partner is partially in implementation: channel changes active, labor model assessment underway, additional shifts on the roadmap.

Key screens

Channel revenue breakdown showing $123K across five sales channels, with Lafayette farmers market driving 55% of total revenue · Top crops by revenue across 2024–2025, ranked by two years of transaction data to guide growing decisions · Online grain store on Square Online — launched as a direct-to-consumer channel selling organic grains nationwide

Photo caption: Revenue by channel, top crops by sales volume, and the live online grain store

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