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For over a century, Walnut Lane Farm has been a cornerstone of its Massachusetts community. Since its founding in 1910, this generational family farm has evolved through multiple agricultural focuses–from turkeys and potatoes to wholesale dairy. But when Krisanne Koebke and her family decided to transition away from dairy in recent years, they needed a way to maintain and grow their sales. That's where Local Line came in.
"We started about ten years ago doing direct-to-consumer with raw milk," Krisanne explains. "Then we brought in some beef sales, some egg-laying chickens. Now our focus is mostly grass-finished beef, a little bit of pork, chicken, and eggs."
Walnut Lane Farm sells primarily through their farm store, but adding an online store became essential. "I just felt it was something you had to do in the retail business," says Krisanne. "If somebody tries to look you up and doesn't find any information, you're out of a customer."
After building a Squarespace website on her own, Krisanne realized she needed a farm e-commerce solution.
First, they tried another platform, Barn2Door, but found the system complicated and difficult to use. "Their reporting was pretty non-existent," she says. "I never had customer complaints, but it just wasn't intuitive. Deposits when selling by weight were confusing and weren't as straightforward as I'd hoped."
That's when Krisanne discovered Local Line. "I feel like Local Line, on the customer side especially, and definitely on my side, is just more intuitive. It just works more easily," she shares.
Switching to Local Line was simple, thanks to the hands-on onboarding support. Krisanne had a dedicated team member walk her through every step–from setting up her store and importing products to organizing pricing and workflows. They were up and running in no time.
For Walnut Lane Farm, combining in-person sales with their online store posed some challenges, especially when using two systems. "Right now, I use Square as my POS and Local Line for online orders," Krisanne says. "It's super confusing for bookkeeping." But with Local Line's Square Terminal integration, Krisanne looks forward to integrating it all under one system.
Packing and fulfilling variable-weight meat orders was another challenge. "When customers placed an order, I printed out the order, filled it, and adjusted the weights manually," Krisanne explains. "It’s old school, but it works." With Local Line's system, updating the actual product weights after packing right in the system has streamlined her process.
Krisanne appreciated that Local Line provided a smoother and more user-friendly experience. "It’s easier for my customers and easier for me," she says. "The system just makes sense. I love that I can manage orders, track customer data, and make adjustments so easily."
Krisanne has embraced creative selling strategies, like offering meal planning bundles. "Bundles are just a great way for customers who know what they want but are open to trying new things," she says. While still fine-tuning the idea, she's excited about using Local Line's Box Builder to simplify bundle creation. "I'm working on a meal planning bundle with chicken breasts, ground beef, sausage, and shaved steaks–stuff that’s fast, easy, and versatile."
One of Krisanne’s favorite Local Line features is the reporting. "I love being able to look at a report when I want to," she says. "Sometimes the perception in my head doesn’t match reality. I can look at the numbers and see what's actually selling."
Registering customers for their online store also improved Krisanne’s ability to track orders and follow up with customers. "Now I can track abandoned carts and better understand what’s working," she explains. "I'm still learning a lot, but I think it’s all good."
One area where Krisanne has seen significant improvement using Local Line is in her farmers' market sales. "I started encouraging customers to pre-order online for pickup at the market," she says. "It’s super convenient for them and allows me to manage inventory better."
Krisanne’s pre-order system has helped eliminate the guesswork when deciding what to bring to market. "If someone wants bacon, I tell them to pre-order. That way, they’re guaranteed to get it," she says. "It’s helped us reduce waste and meet customer demand."
In addition to boosting customer engagement, Local Line has saved Krisanne valuable time. "I used to spend hours managing orders manually," she recalls. "Now I can automate so much. Customers get order confirmations automatically, and I can see everything clearly on one dashboard."
By using Local Line’s automated tools, Krisanne has found more time to focus on building new ideas for her farm. "Instead of chasing paperwork, I can brainstorm bundle ideas, market strategies, or plan promotions," she says.
Looking ahead, Krisanne is exploring new ways to expand Walnut Lane Farm’s reach. "I’d love to offer more seasonal boxes or special promotions," she says. "I’m also thinking about adding educational content–like recipes, cooking tips, or farm updates–right into our Local Line storefront."
Krisanne believes that flexibility and experimentation are key to success. "We're always trying new things," she says. "If something doesn't work, we pivot. But having Local Line as our foundation makes it easier to adapt."
Krisanne encourages other farmers not to be intimidated by online sales. "You can be a small producer and still make use of this effectively," she says. "Anytime I have a question, Local Line is there."
Whether it's helping her fill orders efficiently, improving customer communication, or providing insightful sales data, Local Line has helped Walnut Lane Farm simplify and enhance their operations. As Krisanne says, "Don't be afraid to try new things. Sometimes you just have to experiment, learn what works, and keep moving forward."
👉Does Local Line sound like the right fit for your farm? Book a call with our team to learn more about what we can do for you.
