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Maple Leaf Farms

Services Provided
  • UX Design
  • Content Strategy
  • Web Development
  • Ecommerce
  • SEO

Transforming a complicated, outdated corporate website into a maintainable, powerful sales tool.

If you’ve eaten quality duck at a restaurant, chances are you were enjoying a top-of-the-line product of Maple Leaf Farms.

Maple Leaf Farms (MLF) provides duck products to food service and retail channels across the globe. In addition, it expands into chicken with its sister brands, Milford Valley and Sandra’s Chicken. The MLF team decided it was time for an upgrade as their more than a decade old site was outdated and frustrating to manage—not to mention experiencing down time during peak selling seasons making it unreliable. The website was not an accurate reflection of MLF’s world class brand.

Our approach

The MLF team needed Reusser to look at their content and website goals through a new lens. Our lead content strategist and UX designer partnered together to create a new site structure and overall user experience to better meet MLF’s goals. Additionally, MLF needed our development team to analyze what custom functional components MLF needed to meet different types of user’s needs around the globe.

Maple leaf farms content strategy 2

The solution

In partnership with the incredible MLF team, our talented Reusser team of developers, strategists, and designers came up with custom solutions to meet MLF’s needs including: a filterable duck recipe library, a regional map to explore recipes by region, the ability to locate a store by location, a mega nav to easily navigate the site, and two password protected portals for brokers/distributors and international customers.

​The results

Since launching in November 2020, we’re excited about the site’s performance and how it has increased MLF’s bottom line. Some exciting wins for MLF include:

Gold advertising award

From the American Advertising Federation of Fort Wayne due to the site's level of creative excellence.

Immediate sales increase

Two weeks after the site launched, MLF had their most successful weekend of online sales in MLF history.

Maple leaf farms content strategy


To help attract consistent, relevant traffic, we managed a variety of SEO tactics that included:

  • Fixing any technical issues

  • Optimizing recipes pages

  • Compiling audience personas

  • Writing pillar pages

  • Launching a blog

  • Developing a content calendar

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