Jones Dairy Farm - Cooking up a digital presence that keeps getting better.

Industry: Food & Beverage
Platform: WordPress
Partnership: Ongoing since 2022

130+ Years Jones Dairy Farm has been a family-owned American food company

Lightburn is collaborative and trustworthy. They're doing work that is critical to having a well-functioning website, things I don't always see, but I know are getting done. That's the kind of partner we needed.

Lisa Caras Marketing Director, Jones Dairy Farm

Project intro

A strong brand. A growing business. A website struggling to keep up.

Jones Dairy Farm has been a family-owned American food company for over 130 years, trusted by home cooks and foodservice professionals alike. When it came time to evolve their digital presence, they needed more than a vendor. They needed a partner who'd still be there years later.

A digital presence that didn't reflect the business

Consumers and foodservice buyers both lived on jonesdairyfarm.com, but the experience was designed for one and retrofitted for the other, leaving foodservice buyers without the content and pathways they needed.
Reactive support, not a growth engine

Site maintenance happened when something broke. SEO reports arrived monthly with no action behind them. There was no proactive partner keeping the site competitive or improving over time.
Big ambitions with no roadmap to match

Jones knew what they wanted the site to become — a destination for both retail and foodservice audiences, with best-in-class recipe content and room to grow. They needed a partner who could get them there and keep raising the bar. They trusted Lightburn.

The Problem

Two audiences. One site. A growing list of things holding it back.

A site that needed a real partner, not just a vendor

Before Lightburn, website support meant reacting to problems rather than preventing them. There was no proactive partner keeping the site healthy, improving over time, or invested in where it was headed.

Staying competitive in a changing search landscape

Recipes drive more organic traffic to jonesdairyfarm.com than almost anything else. But the way people find and use recipe content has shifted dramatically. Staying best-in-class required more than incremental updates.

The business has evolved. The website needed to match.

Three years of growth brought new segments, new product lines, and a brand extending beyond breakfast. The CMS and design system weren't flexible enough to keep pace.

Two audiences on one site — hard to navigate between them

Consumer and foodservice audiences had separate sections of the site, but moving between them wasn't intuitive and the switching experience was friction heavy.

A B2B foodservice section that couldn't keep pace

Foodservice represents a significant share of Jones's revenue and was growing fast. But thin segment pages and limited product detail left chefs, buyers, and distributors without key tools and content they needed to make a decision.

Sound Familiar?

We've outgrown our website

The Solution

Built it. Improved it. Then rebuilt it better.

CMS migration: From Sitefinity to WordPress

Jones was locked into an aging, expensive Sitefinity CMS that was hard to maintain and harder to grow on. Lightburn moved the site to WordPress, building a flexible component library, a structured content strategy, and an CMS admin experience that put day-to-day control back in the Jones team's hands.

Putting the website to work for recruitment

With a new site live and performing, Jones turned to Lightburn to help solve a different challenge: finding great people. Lightburn's digital marketing team built and ran a multi-channel paid campaign using Jones's own photography and video assets to drive job seekers to their careers page, putting the brand's warmth and authenticity to work as a recruiting tool.

A partner for the long haul

A great website launch is just the beginning. Lightburn has provided continuous support and maintenance for jonesdairyfarm.com— proactively managing security, plugin updates, performance, and an ongoing roadmap of enhancements. When Jones Market needed a trusted partner for ongoing support and maintenance, that same relationship extended to a second digital property.

A full refresh for what's next

As Jones's foodservice business grew and the brand continued to evolve, the website needed to match that ambition. Lightburn led a comprehensive discovery and CX research process, then designed and built a fully refreshed jonesdairyfarm.com with a rearchitected foodservice experience, dedicated segment and product pages, a best-in-class recipe section, and an updated WordPress foundation ready to grow with the brand.

Being able to build out new foodservice menu concepts and collections directly in the CMS and have them look as good as they do is a game changer. Lightburn set it up so the content management experience is as thoughtful as the design itself.

Sierra Linton Digital Marketing Specialist, Jones Dairy Farm

The Results

The work speaks for itself.

Off Sitefinity, onto a platform the team controls

The move from an aging, expensive Sitefinity license to WordPress gave the Jones team a flexible component library and day-to-day control of their own content.

A foodservice experience built to convert

Chefs, buyers, and distributors now get dedicated segment and product pages instead of the thin, retrofitted content they had before.

A recipe section built for how people search now

Recipes remain the site's biggest organic draw, rebuilt to stay best-in-class as the way people find and use recipe content keeps shifting.

One partner across two properties

Proactive security, updates, and performance work keep the site healthy, and the same relationship now extends to Jones Market as a second digital property.