Fixing a 20-year brand that was still playing small
On the latest episode of The Fairy BOSSmother Show, I sat down with Kelly Caisse, founder of KD Crop Farm, and a true expert in fermentation and small-batch food production.
She’s been in business for 20 years. Her chutneys, jams, and relishes are loved at local farmers markets. And she’s one of the few female farmers in Massachusetts doing this work at her level.
But despite all that experience, one thing was clear:
Her brand wasn’t doing her justice.
Sales dip in low season. Her classes are underbooked. She’s got a wide product range—but no real niche. She’s showing up, but the clients aren’t.
So we looked under the hood of her brand, with no filter—just real talk.
Watch the Episode:
Kelly’s been working hard. But now it’s time to work smarter. Here’s how she’s about to reposition herself as a fermentation expert—not just a local food producer.
Before: Busy, Visible, and Still Not Getting Results
Kelly’s not new to marketing. She’s been experimenting with:
Email campaigns
Farmers markets
In-person events
Educational classes
And people love her products.
But it’s still not translating into consistent, aligned growth.
Her website is outdated and hard to navigate.
Her classes are priced way too low ($20!)
And her brand messaging? It’s all over the place.
She’s showing up—but not for the right audience. And not with the clarity that converts
There’s passion. There’s skill. But no structure.
During: The Shift From Maker to Expert
In the episode, we talked about:
Why she’s spreading herself too thin across too many SKUs
How to reposition herself as a fermentation expert, not just a vendor
Why her in-person presence is strong—but her digital brand is holding her back
What needs to change on her website to attract the right people and drive real revenue
How to raise her prices for workshops that reflect her expertise and stop undercharging
And maybe most importantly—how to stop relying on showing up physically just to make a sale.
Kelly has the knowledge.
Now, she needs a platform—and pricing—that respects it.
After: A New Direction With Real Structure
Here’s where Kelly’s heading now:
Website overhaul that’s actually user-friendly and communicates her niche clearly
A narrowed focus on fermentation education—her most valuable skillset
A strategy to build digital offers and online visibility, so she’s not limited by geography
A full pricing reset so her classes reflect her actual value
The products will still be there. But they’ll serve the brand—not distract from it.
After 20 years in business, Kelly’s not starting over—she’s finally building forward.
“I’ve been working so hard to get visible… I didn’t realise how off my positioning actually was.”
Ready for your own brand breakthrough?
You can have great products, a loyal customer base, and years of experience—and still feel stuck.
If your brand isn’t working as hard as you are, it’s time to fix it.
Apply to be a guest on The Fairy BOSSmother Show:
Prefer a private transformation?
Explore the 100-Day Done-For-You Brand Transformation
