al.
al.
Vergers écoresponsables
overview
(project details)
(ANPP)
& Content Lead
Vergers écoresponsables is the leading eco-label in French fruit aisles, backed by 1,400+ growers and recognised by the French Ministry of Agriculture. ANPP needed a website that could finally bring the label, its growers, and its mission into one place online. I led the project from brief to launch: defining the site structure, writing the content, and coordinating the full build with agency ServicePlan.
the challenge
Vergers écoresponsables had no home online. The label existed for over a decade, covered 70% of French apple production, and was recognised by the Ministry of Agriculture. But digitally, it lived as a few paragraphs buried inside two separate websites: one for apples and pears, another for peaches and apricots. Two fruit families, same label, same values, no shared space.
The goal was to give the label its own platform. One site that could speak to consumers looking for transparency on how their fruit is grown, and to professionals looking for the technical substance behind the certification.
the approach
Website Architecture
Organising the website around the label itself, not around individual fruits. Apples, pears, peaches, apricots: each family keeps its own section, but the entry point is the shared commitment, not the product. I defined the full site map and page hierarchy before any design work began.
UX & Wireframing
I built the wireframes for every key page, mapping out how a consumer browsing for reassurance and a buyer looking for certification data would each navigate the same website. The challenge was keeping it simple enough for one audience without losing depth for the other.
Content Strategy
I worked alongside ServicePlan on the full site content. The challenge was turning technical material into something a customer in a supermarket aisle would actually care about. The label had 20 years of substance behind it. The writing had to make that feel tangible, not institutional.
Agency Coordination
I was ANPP's single point of contact with ServicePlan throughout the build. That meant reviewing every deliverable, flagging what didn't match the brief, managing timelines, and making sure what went live was what we had agreed on.
