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Vergers écoresponsables
overview
(project details)
(ANPP)
Vergers écoresponsables is a French eco-label for responsible fruit growing, representing 1,400+ growers across the country. For over a decade, the label existed online as a few paragraphs scattered across two separate websites: one for apples and pears, another for peaches and apricots. Same label, same values, no shared home. I led the creation of the label's first dedicated website with agency ServicePlan, from site architecture and content writing to the full agency coordination through to launch.
the challenge
The label was recognised by the French Ministry of Agriculture, represented 70% of national apple production, and had over a decade of substance behind it. But none of that existed online in any usable form.
The real challenge wasn't building a website. It was building one that could speak to two completely different audiences at the same time.
On one side, consumers who want to know how their fruit is grown, what écoresponsable actually means, and why it matters. On the other, professionals and buyers looking for the technical detail behind the certification. The site had to feel accessible to the first group without losing credibility with the second.
the approach
Website Architecture
The first decision was structural: organise the site around the label's commitment, not around individual fruits. Apples, pears, peaches, apricots, each family keeps its own section, but the entry point is the shared promise, not the product. Site map and full page hierarchy defined before any design work started.
UX & Wireframing
Wireframes for every key page, mapping out how a consumer browsing for reassurance and a professional looking for certification data would each navigate the same site. Two journeys, one structure. Every layout had to answer both needs without forcing either audience into the other's path.
Content Strategy
Writing every page of the site alongside ServicePlan. The raw material was highly technical: certification criteria, farming practices, environmental data. The job was turning that into something a customer in a supermarket aisle would actually stop and read. Tangible, not institutional.
Agency Coordination
Single point of contact between ANPP and ServicePlan for the entire build. Every deliverable reviewed, every timeline tracked, every deviation from the brief flagged before it went further. The goal was simple: what went live had to match what we agreed on. No surprises on launch day.
