Portfolio / Educational series · Content strategy
Southwest Mushrooms
Educational video helped a Phoenix grower build a direct route to customers when wholesale demand was disrupted.
The challenge
Southwest Mushrooms supplied restaurants, grocery stores, and farmers markets across Phoenix. When the pandemic disrupted those sales channels, the business needed another way to reach customers.
Its expertise was an important part of the offer. Customers needed to understand the mushrooms, growing process, and supplies before they could confidently buy or begin growing at home.
Our approach
Teach the subject in depth
We launched an educational YouTube program around mushroom cultivation. The videos made specialist knowledge accessible to home growers and people interested in how gourmet mushrooms are produced.
Connect the videos with a place to buy
We rebuilt the web presence with a direct-to-consumer Shopify storefront. Custom product photography and detailed product information supported the transition from watching a lesson to exploring the products.
Support a broader offer
The growing digital presence supported mushrooms, growing equipment and supplies, tours, and consultations. The content gave these offers context and helped introduce the business to customers beyond the local wholesale market.
What we delivered
- Educational YouTube channel and video production
- Content strategy for social platforms
- Custom product photography
- Direct-to-consumer storefront and product content
The outcome
What changed
- The YouTube channel attracted thousands of subscribers and became a continuing source of product discovery.
- The business established a direct-to-consumer sales channel during the disruption to its traditional markets.
- Growing supplies, tours, and consultations expanded what customers could buy and learn from the business.
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