What I learned building a social media system for a farm (yes, really)

My most interesting client project this year wasn't a SaaS, a startup, or an app. It was a farm. Gardens Farm is a family-run operation in West Yorkshire selling milk, eggs, and local produce. They had a great product, a loyal customer base, and almost zero social media presence. I was brought in to fix that — and ended up building something more systematic than I expected. The brief Post consistently. Sound human. Don't be boring. Don't use generic food-brand language. Simple enough. Except when you're posting multiple times a week, every week, for a brand with a very specific voice — it stops being simple pretty fast. What I built A structured content system with a weekly schedule: Tuesday — traditional product spotlight Wednesday — recipe highlight Thursday — milk round / delivery post Friday — Sweet Treat Friday Weekend — flexible, community-focused content Each day has a content type, a tone guide, and a set of rules. The rules sound small but matter a lot: never use the word "pro