Fair Hills Farm Organic
Marketing Strategist and Creative Director for an organic orchard and beverage brand.
The Ask
Fair Hills Farm Organic approached me at a pivotal moment of expansion. The company had recently launched a new line of USDA Certified Organic teas (five SKUs) but lacked a clear go-to-market strategy, cohesive brand identity, and digital presence to support growth.
They needed more than execution. They needed strategic direction, a defined brand story, and a clear path to market that could position them competitively while honoring their roots as an organic, women-led, orchard-grown business on California’s Central Coast.
The Solution
I was brought on to lead both brand strategy and creative direction, aligning the company’s values with a scalable market presence.
Key Initiatives
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Developing a cohesive brand identity and voice, rooted in the company’s core values: orchard-grown, intentional farming, women-led, and small-batch production.
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Leading and directing the design team to execute a full website experience within three months, establishing a strong digital foundation for DTC growth.
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Creating and launching the campaign “We Made Tea Taste Like Summer,” introducing the beverage line through a lifestyle-driven, consumer-first narrative.
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Building and executing a go-to-market strategy for both direct-to-consumer and retail expansion.
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Positioning the brand for premium retail placement, aligning visual identity, messaging, and product presentation with high-end market expectations.
The Results
Successfully launched the brand’s DTC beverage line in July 2025, establishing a strong foundation for digital sales.
Secured placement in 39 retail locations across Southern California, including premium accounts such as Erewhon and Gelson's Markets within two months of launch.
Led the development of a fully realized brand identity, website, and go-to-market strategy within a three-month timeline.
Positioned Fair Hills Farm Organic as a credible, elevated brand, expanding across Southern and Northern California, as well as key independent grocers and co-ops along the Central Coast.
Product Launch
Retail Placements
Brand Identity
Market Strategy
“Sierra, the company wouldn’t be what it currently is without you. I have felt so much more comfortable with you at the helm.”
— Caitlyn Pierini | Farm Director | Fair Hills Farm