— Case Study
Fraser Valley Specialty Poultry · Food & Farm · Meta, Google & Email
Four years of steady growth for a fifth-generation family farm
Fraser Valley Specialty Poultry is a fifth-generation family farm in British Columbia offering premium antibiotic-free poultry, ready-to-cook meals, and specialty products online. When they came to us, they'd been through multiple agencies that overpromised and underdelivered. Four years later, every key metric is trending up — and still climbing.
+28%
E-commerce conversion rate improvement
+20%
Year-over-year new customer acquisition
+21%
Customer lifetime value improvement
— The Short Version
FVSP had previously worked with multiple agencies but needed a team that would show up and actually deliver.
- Redeveloped and managed the e-commerce website
- Ran coordinated Meta and Google campaigns
- Built email flows generating 10% of revenue
- Developed a long-term e-commerce growth strategy
+28%
Conversion rate
+21%
YoY new customers
+21%
Customer LTV
4+ yrs
Active partnership
— The Challenge
A great product let down by agencies that talked big and delivered little.
Fraser Valley Specialty Poultry had everything a strong DTC brand needs: a genuine product story, a family farm with five generations of heritage, premium antibiotic-free poultry and a growing range of ready-to-cook meals and specialty products, and a loyal customer base that trusted them.
What they didn't have was a digital partner who could actually execute. They'd worked with several agencies before Vanspec — and every one of them had the same problem: high staff turnover, project managers leaving mid-engagement, and promises that didn't translate into results. Their e-commerce and SEO performance were consistently below expectations despite years of trying to fix them.
They needed a team that would show up consistently, take ownership of the work, and deliver what they said they would. Not a big picture pitch — practical, effective solutions that produced measurable results.
Repeated agency disappointments
Multiple agencies had failed to deliver on their promises. High staff turnover meant projects fell apart mid-engagement. FVSP needed consistency as much as capability.
01
E-commerce underperforming its potential
The online store wasn't converting at the rate the product quality deserved. With limited brick-and-mortar retail, e-commerce was the primary growth lever — and it wasn't working hard enough.
02
No coordinated digital strategy
Website management, ads, and email were being handled separately without a unified growth strategy. The channels weren't working together, and there was no long-term plan for compounding the results.
03
Customer acquisition not scaling
New customer growth was inconsistent. Without a reliable paid acquisition system and an optimised site to send traffic to, year-over-year growth was unpredictable.
04
— What We Did
Rebuilt the foundation. Then built a growth system on top of it.
We took over full management of the FVSP digital presence — website, ads, and email — and treated them as a single interconnected system rather than separate channels. The first priority was getting the site right. Everything else followed from there.
01
Website Redevelopment
Rebuilt the e-commerce site for performance and conversion
FVSP's two sites — their main company site and their e-commerce store — had been built by different vendors and managed by different agencies, and it showed. We redeveloped and took over ongoing management of both, creating a cohesive, seamless online shopping experience that reflected the quality of the product. Conversion rate has improved 28% since we took over.
02
E-Commerce Strategy
Built a long-term growth plan, not just a campaign
Rather than running one-off campaigns, we built a complete e-commerce strategy focused on compounding year-over-year growth. This included growth planning, a framework for new customer acquisition, and a clear picture of the metrics that mattered — LTV, CVR, new customer acquisition rate — so every decision was anchored to the right numbers.
03
Meta & Google Ads
Launched coordinated paid acquisition across both channels
We built and ran Meta and Google ad campaigns designed to work together — Meta for reaching new audiences and Google for capturing high-intent search demand. Campaigns were structured around new customer acquisition as the primary goal, with creative and targeting built around the FVSP product story: a real family farm, premium quality, and a brand worth trusting.
04
Email Marketing
Built automated flows that now contribute 10% of revenue
We implemented a suite of automated email flows to capture abandons, convert new subscribers, and maximise the value of existing customers. The flows run consistently in the background, contributing 10% of total revenue at near-zero incremental cost — and improving customer LTV across the board.
05
Ongoing Management
Stayed consistent for four years and counting
The single most common complaint FVSP had about previous agencies was inconsistency. We've been the same team, with the same project manager, for over four years. Every technical issue gets resolved quickly. Every campaign gets the same level of attention. That consistency is what turns good results in year one into compounding growth by year four.
— The Outcome
Every key metric up. Four years and still growing.
+28%
E-commerce conversion rate
A rebuilt website, optimised for the way FVSP customers actually shop, turned more visitors into buyers. The 28% conversion rate improvement compounds across every campaign we run — more traffic converting means lower effective CAC across every channel.
+20%
Year-over-year new customer acquisition
Consistent year-over-year new customer growth is the compounding metric that matters most for a brand with strong LTV. With paid acquisition running efficiently and a site that converts, FVSP adds a meaningful new customer base every year.
+21%
Customer lifetime value
10%+
Multi-year revenue growth
10%
Revenue from email flows
4+ yrs
Active partnership
"
Many of the agencies we'd worked with before liked to talk about the big picture and left us to figure out the steps. Vanspec is different — they're there to guide you every step of the way. They're doers, not talkers. They know what they're doing, provide constructive suggestions, and deliver what they promise.
G
Joanne H
Marketing Manager,
Fraser Valley Specialty Poultry
— Key Takeaway —
The best agency relationship is the one that's still running four years later.
FVSP didn't need another agency with a compelling pitch. They needed one that would show up every day, take ownership of the work, and still be there years later. Consistency is what turns a good first campaign into multi-year compounding growth. The results speak for themselves — but so does the length of the partnership.