Overview
Modernizing a California Institution
Valley Fig Growers is a grower-owned cooperative with roots going back to 1959 — one of California's most established agricultural brands, producing GMO-free dried figs under the Orchard Choice and Sun-Maid labels out of the San Joaquin Valley. When they came to Alkalyne, they had an existing website that no longer reflected the quality of their product or the depth of their story. Our job was to redesign and rebuild their web presence from the ground up — honoring their history while delivering a modern experience worthy of the brand.
Before
A Website That Didn't Match the Brand
he previous Valley Fig Growers website had fallen behind — an outdated design that didn't reflect the cooperative's reputation, made it difficult for visitors to find what they needed, and failed to communicate the quality and heritage behind their products. A full redesign was the right call.
The Redesign
Built to Tell a Better Story
We approached the redesign with two priorities — making the site feel like a true reflection of the Valley Fig Growers brand, and making it genuinely easy to use for both retail customers and food service buyers. The result is a clean, organized site that gives every audience a clear path to what they're looking for, while putting the quality and heritage of the product front and center.
Web Design & Development
Every Page Built With Purpose
From the homepage to the product pages to the food service and industrial sections — every page of the new Valley Fig Growers site was designed to serve a specific audience and a specific goal. The site handles retail customers, food service buyers, and industrial ingredient customers under one roof, with a clear structure that makes navigation intuitive regardless of why you came.
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