Flowers in the frost
Scope of Work
Planting the seeds of agriculture in Alaska
Alyeska Farms is a family-owned farming operation located in the heart of the Kenai Peninsula, Alaska. When one thinks of Alaska, they do not envision fields of beautiful peonies. Yet, since 2018, Alyeska Farms has provided fresh, beautiful peonies to florists and retailers around the world.
Alyeska Farms sought to expand their reach online as they ramped up distribution to retailers and florists. Without a website, their sales were limited to more direct methods of promotion and relationship building. Alyeska Farms reached out to Divining Point to design a website that would convey their 3-day shipping guarantee from the field into the store.
Peonies when you need them
The peonies wholesale industry has grown over the last couple of decades as florists and retailers seek alternatives to the Netherlands and other European markets. Since the harvest of peonies typically occurs from Spring to early summer, retailers and event planners struggle to find the flowers from mid-summer to fall when the second wave of weddings and events occurs.
With Alaska’s mild summers and late peony harvest season, Alyeska Farms wanted to capitalize on this drop in inventory by supplying wedding planners and retail florists with fresh, beautiful peonies. Alyeska Farms is one of a handful of other peony farmers who have popped up to meet the demand during late-season events.
Divining Point started the website project by educating ourselves on the peony agriculture industry. We learned what florists, wedding planners and retailers need to know before making a buying decision. We also explored the harvest seasons and how supply shortages create an inflated pricing scenario as higher demand grows in late summer. Finally, we looked at how Alyeska Farms’ 3-day delivery guarantee matched up against the delivery times of other farmers in the market.
Our goal was to create a website that was informative enough to guide conversions while also using copy and layout in a minimal manner which would allow the original photography to increase interest in Alyeska Farms. We scheduled flights to Soldotna, Alaska, to take original photos of the latest harvest and provide visual assets to aid in the design.
The result is a beautiful website that represents the family-owned business and the peonies they ship around the world. It is simple and yet informative enough to drive conversions through the site.