Farmcrowdy Foods / MeatHub
When the 2020 lockdown closed physical markets in Lagos, Farmcrowdy Foods combined app, WhatsApp and phone ordering with visible MeatHub pickup locations so households could order fresh food they could trust.
The access problem
The lockdown created a specific, urgent food-access problem: physical markets were closed or unsafe, hygiene concerns were high, and most households had never ordered fresh meat online. The product had to earn first-time trust in a category where freshness and handling are exactly what a website cannot show.
Meet people on the channel they already trust
Rather than forcing every customer through one app, ordering ran across the channels people already used — the app, WhatsApp and phone — backed by the same fulfilment operation. Visible MeatHub pickup locations anchored the service in physical places customers could verify, which mattered more for trust than any interface element.
The design work was making those channels feel like one service: consistent product information, consistent order confirmation, and clear expectations about preparation, hygiene and pickup or delivery.
Result
Farmcrowdy Foods launched publicly in April 2020. The September 2020 company profile recorded 3,567 unique orders, 831 unique customers and $33,000 in transaction revenue. These are company figures attributed to that profile; they describe the operation the design work supported, not the isolated effect of any one screen or channel.
