After reading The Omnivore’s Dilemma in 2010 I became a farmer’s market loyalist. I live for the first tomato of summer, love the sweet crunch of an over-wintered carrot, gush over peaches, and—much to my toddler’s dismay—refuse to buy bananas. So when Claire Lichtenfels and her husband Hal Jackson asked 2A to redesign the website for their small family-run farm, Whitestone Mountain Orchard, I knew it was my chance to put my pastoral passion to use. I instantly clicked with Claire and Hal, appreciating them on another level for their regenerative agriculture practices and support for local communities.
While it’s easy to miss the magic of food in a well-lit grocery aisle or PrimeNow delivery bag, this site was our opportunity to bring some farm goodness back to the shopping experience—and a few apples to your door.
Every heirloom has a story
Claire and Hal chose 2A because of our focus on storytelling. As owners of a third-generation orchard, it was important that their mission to promote the viability of local farms be front and center on the site, with plenty of information about the diversity of fruit they grow. We’re all used to Galas and Honeycrisps, but what about Stayman and Ashmead’s Kernel? Apples and pears are harvested August through January, and Claire and Hal are equally excited about every tree in their orchard. For each variety, we crafted mouthwatering descriptions, elevating the sweet snacks and seasonal stars. Their site has something for everyone, from apple subscriptions to gift boxes, and my personal favorite—the heirloom pie box.
Step into Oma’s kitchen
Claire and Hal radiate warmth, kindness, and good humor. When designing their site, we crafted custom linocut icons and paired them with photos of the farm. It all works together like a patchwork quilt—transporting you straight to the orchard. Perusing “The pantry” section of the site, I can imagine stepping into Claire’s kitchen, where like any fun Oma, she’s ready to show you how to make dried apples, or whip up some fruit butters to carry those fall flavors into winter oatmeal and toast.
Treat yourself to some fall flavor
In a world of digital conveniences, eating seasonally brings a little magic to my menu. Plus, supporting small, local farms is my favorite way to give big agribusiness and monocropping the middle finger.
If you love apples, consider following Whitestone Mountain Orchard on Instagram and Facebook, or treating yourself to a box of seasonal goodness, delivered to your doorstep. I know I’ll be gifting some lucky friends and family holiday pears and heirloom pie boxes this year!