Restaurants

Greenline Distributors

Designed, developed, and looked after by Becker Design. This is one of hundreds of websites we've shipped over the years, and one of dozens of hand-built websites you can explore in our portfolio of recent builds.

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Live at — greenlinedistributors.ca

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Greenline Distributors website by Becker Design

Fig. 01 — Greenline DistributorsRestaurants

Overview

Web Design & Development Project Overview

Greenline Distributors sells organic, gluten-free and specialty grain wholesale across Western Canada, which means its website has a problem most catalogues do not: the prices are not for the public. Wholesale pricing is negotiated, confidential and different per account, so a product catalogue that shows numbers to anyone who wanders in is worse than no catalogue at all.

The site solves that by splitting itself in two. Anyone can browse the full range — hundreds of products, sorted by type, every one of them a page carrying its specifications and photography. Prices, the current PDF catalogue and the ability to submit an order estimate sit behind an account, and accounts are granted rather than self-served: a business registers, somebody approves it, and only then do the numbers appear. Existing customers were loaded in as accounts at launch. Order requests arrive by email and land in a linked spreadsheet at the same time, so nothing depends on one inbox.

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The whole site, top to bottom

Take a glance at full pages, exactly as they shipped.

Fig. 02 — Greenline DistributorsFull page
Fig. 03 — Greenline DistributorsFull page

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Case study

Deep Dive

What actually went into Greenline Distributors’s build, decision by decision — and the service behind each one.

01
The prices are not for everybody
Wholesale pricing is per-account and confidential, so publishing it would cost Greenline negotiating room with every customer at once. The catalogue is fully browsable and the numbers are not: browse freely, and log in to see what it costs. That split is the entire commercial logic of the site expressed as a permission.
Where this goes deeper→ WordPress Security
02
Somebody has to say yes
Registration does not create an account. It creates a request that a human approves, because the point of the gate is not friction, it is knowing who is behind it. Existing customers were loaded in ahead of launch so nobody who already bought here had to apply for permission to keep doing it.
Where this goes deeper→ WordPress Management
03
A catalogue that lives in a spreadsheet
Hundreds of wholesale lines with quantities and price points change more often than anyone wants to edit page by page. The catalogue was imported from a spreadsheet and stays maintainable the same way, which decides whether a product list shows this month's stock or quietly describes 2022.
Where this goes deeper→ Restaurants
04
An order request in two places at once
Estimates submitted through the site fire an email and append to a shared sheet in the same motion. One of those is how people notice; the other is how nothing gets lost when somebody is away. Wholesale runs on follow-up, and follow-up runs on a list that outlives an inbox.
Where this goes deeper→ Email Marketing

In their words

Stacey L. — Greenline Distributors★★★★★

Amazing work! We hired Becker Design to help us create a website for our food distribution company and we couldn’t be happier with the outcome. Bryn was very invested in the project and as excited for the end result as we were. I would strongly recommend him and his company for your next online project!

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