In this episode of the Harvest Growth Podcast, Jon LaClare sits down with Whitney Glum, co-founder and COO of Farmers Defense, to explore how finding the right audience, testing ad creative, and listening to customers helped build a successful consumer brand.
What started as protective sleeves for cannabis growers evolved into an outdoor apparel brand serving gardeners, cyclists, hikers, and even dog groomers. Whitney shares how early advertising challenges pushed the company to rethink its target market and discover a much larger audience for its products.
We dive into the ecommerce marketing strategies behind that growth, including user-generated content, Meta advertising, and building a direct-to-consumer website that outsells the brand’s Amazon channel. Whitney also explains how appearances on Good Morning America and QVC generated sales spikes and helped build customer trust.
Beyond marketing, Whitney reveals how she used AI to build custom shipping and receiving software without a software engineering background. She also shares a simple way to uncover new product opportunities: paying attention to what customers search for on your website that you don’t yet sell.
In today’s episode of the Harvest Growth Podcast, we cover:
• How expanding beyond your original target audience can unlock new growth
• Why relatable user-generated content works for Farmers Defense’s core customers
• How testing ad creative helps identify the messaging your audience responds to
• Building website sales while expanding into Amazon
• The impact of Good Morning America and QVC on sales and brand credibility
• Using AI to solve shipping and inventory challenges
• Turning website searches and customer feedback into new product ideas
• Encouraging repeat purchases through new styles and complementary products
Want to learn more about Farmers Defense?
Visit FarmersDefense.com to explore their protection sleeves, sun hoodies, hats, and outdoor apparel, or search for Farmers Defense on Amazon.
Do you have a product you’d like to launch or scale?
Visit HarvestGrowth.com to book a free consultation and learn about The Perfect Launch Blueprint, our process for identifying the right audience, messaging, offer, and marketing strategy before you spend heavily on media. Our team has helped launch and grow hundreds of brands totaling over $2 billion in revenues.
