[[ hero-eyebrow · ≤8 words · positioning kicker above headline ]]

[[ hero-headline · ≤12 words · core promise ]] [[ hero-headline-highlight · 1–3 words · emphasized phrase inside the headline ]]

[[ hero-subhead · 25–45 words · expand the promise; what the buyer does and why it's different ]]

[[ hero-cta-primary · ≤5 words · restaurant conversion CTA ]] [[ hero-cta-secondary · ≤4 words · farm/supplier secondary CTA ]]

[[ hero-microcopy · ≤20 words · risk-reducer / reassurance under the CTAs ]]

[[ ticker-item-1 · 1–3 words · in-season produce item ]]
[[ ticker-item-2 · 1–3 words · in-season produce item ]]
[[ ticker-item-3 · 1–3 words · in-season produce item ]]
[[ ticker-item-4 · 1–3 words · in-season produce item ]]
[[ ticker-item-5 · 1–3 words · in-season produce item ]]

[[ problem-eyebrow · ≤4 words · section kicker ]]

[[ problem-headline · ≤12 words · name the pain ]]

[[ problem-lede · ≤15 words · frame the two bad options ]]

[[ option-1-heading · 2–4 words · first bad option ]]

[[ option-1-body · 30–55 words · why the corporate-distributor path costs the buyer ]]

[[ option-2-heading · 2–4 words · second bad option ]]

[[ option-2-body · 30–55 words · why the do-it-yourself path costs the buyer ]]

[[ problem-closer · ≤25 words · turn the pain toward the founder's motivation ]]

[[ problem-pullquote · 25–45 words · sharp thesis line on why local relationships beat commodity logistics ]]

[[ how-eyebrow · ≤4 words · section kicker ]]

[[ how-headline · ≤10 words · summarize the weekly loop ]]

[[ how-lede · ≤15 words · what the buyer takes off the kitchen's plate ]]

01

[[ step-1-heading · 2–5 words · sourcing step title ]]

[[ step-1-body · 25–45 words · how the in-person market shopping works ]]
02

[[ step-2-heading · 2–5 words · curation step title ]]

[[ step-2-body · 25–45 words · how curation + seasonality work ]]
03

[[ step-3-heading · 2–5 words · delivery step title ]]

[[ step-3-body · 25–45 words · how consolidated delivery + one invoice work ]]

[[ how-closer · ≤20 words · payoff line ]] [[ how-closer-highlight · 1–4 words · emphasized phrase ]]

[[ market-eyebrow · ≤5 words · section kicker ]]

[[ market-headline · ≤8 words · both-sides framing ]]

[[ rest-lead-heading · ≤12 words · speak to the kind of restaurant this is for ]]

[[ rest-lead-body · ≤35 words · affirm the audience and the fit ]]

[[ rest-bullet-1-label · 2–5 words · quality benefit ]] [[ rest-bullet-1-body · ≤22 words · explain it ]]
[[ rest-bullet-2-label · 2–5 words · convenience benefit ]] [[ rest-bullet-2-body · ≤22 words · explain it ]]
[[ rest-bullet-3-label · 2–5 words · reliability benefit ]] [[ rest-bullet-3-body · ≤22 words · explain it ]]
[[ rest-bullet-4-label · 2–5 words · provenance benefit ]] [[ rest-bullet-4-body · ≤22 words · explain it ]]
[[ rest-bullet-5-label · 2–5 words · free-sample benefit ]] [[ rest-bullet-5-body · ≤22 words · free samples from suppliers before switching ]]

[[ rest-offer-tag · ≤5 words · trial-week offer headline ]]

[[ rest-offer-body · ≤45 words · trial week, delivery fee waived, nothing to lose ]]

[[ rest-offer-cta · ≤5 words · restaurant conversion CTA ]]

[[ pricing-eyebrow · ≤4 words · section kicker ]]

[[ pricing-headline · ≤14 words · transparency promise: farm price, markup, your price ]]

[[ pricing-lede · ≤45 words · why nothing is hidden; honest markup for the work ]]

[[ receipt-brand · 1 word · brand name on the receipt ]] [[ receipt-meta · ≤4 words · receipt subtitle ]]

[[ col-item · ≤2 words · item column head ]] [[ col-farm · ≤2 words · farm-price column head ]] [[ col-markup · ≤2 words · markup column head ]] [[ col-your-price · ≤3 words · final-price column head ]]

[[ receipt-row-1-item · ≤4 words · produce line item ]] $0.00 +$0.0000% $0.00
[[ receipt-row-2-item · ≤4 words · produce line item ]] $0.00 +$0.0000% $0.00
[[ receipt-row-3-item · ≤4 words · produce line item ]] $0.00 +$0.0000% $0.00

[[ receipt-fee-label · ≤3 words · delivery-fee row label ]] ~~$0.00~~ [[ receipt-fee-note · ≤4 words · fee-waived note ]]

[[ receipt-total-label · ≤5 words · total row label ]] $0.00

[[ redacted-brand · 1 word · the opaque competitor's name ]] [[ redacted-meta · ≤4 words · one-opaque-number subtitle ]]

[[ redacted-row-1-label · 2–4 words · farm-price row ]][[ redacted-row-1-sr · ≤6 words · what's hidden, for screen readers ]]
[[ redacted-row-2-label · 2–4 words · distributor-margin row ]][[ redacted-row-2-sr · ≤6 words · what's hidden, for screen readers ]]
[[ redacted-row-3-label · 2–4 words · who-picked-it row ]][[ redacted-row-3-sr · ≤6 words · what's hidden, for screen readers ]]
[[ redacted-row-4-label · 2–4 words · which-field row ]][[ redacted-row-4-sr · ≤6 words · what's hidden, for screen readers ]]

[[ redacted-foot-label · ≤3 words · their-margin row label ]] ???

[[ redacted-note · ≤20 words · point out you've never been shown this ]]

[[ compare-caption · ≤8 words · table caption for screen readers ]]
	[[ compare-col-us · 1 word · our column head ]]	[[ compare-col-them · 1 word · competitor column head ]]
[[ compare-row-1 · 2–4 words · farm price ]]	[[ compare-1-us-pill · ≤4 words · our answer ]]	[[ compare-1-them-pill · ≤4 words · their answer ]]
[[ compare-row-2 · 2–4 words · markup ]]	[[ compare-2-us-pill · ≤4 words · our answer ]]	[[ compare-2-them-pill · ≤4 words · their answer ]]
[[ compare-row-3 · 2–4 words · your price ]]	[[ compare-3-us-pill · ≤4 words · our answer ]]	[[ compare-3-them-pill · ≤4 words · their answer ]]
[[ compare-row-4 · 2–4 words · who picked it ]]	[[ compare-4-us-pill · ≤4 words · our answer ]]	[[ compare-4-them-pill · ≤4 words · their answer ]]

[[ pricing-trust-line · ≤45 words · cold-open question to chefs: are you buying from markets or a distributor? ]]

[[ why-eyebrow · ≤4 words · section kicker ]]

[[ why-headline · ≤12 words · the mission statement ]]

[[ why-para-1 · 30–60 words · the market size and fragmentation, the opening ]]

[[ why-para-2 · 30–60 words · demand shifting toward fresh, local, real food ]]

[[ why-para-3 · 30–60 words · the thesis: cut the middlemen, keep value local; provenance as moat ]]

[[ why-bet · ≤25 words · the founder's bet ]]

[[ why-signature · ≤12 words · founder sign-off ]]

[[ stat-1-num · ≤6 chars · market-size figure ]] [[ stat-1-label · ≤8 words · what the figure measures ]]

[[ stat-2-num · ≤6 chars · market-share figure ]] [[ stat-2-label · ≤8 words · what the figure measures ]]

[[ stat-3-num · ≤6 chars · acquisitions figure ]] [[ stat-3-label · ≤8 words · what the figure measures ]]

[[ stat-4-num · ≤6 chars · the proof figure ]] [[ stat-4-label · ≤8 words · what the figure measures ]]

[[ contact-eyebrow · ≤3 words · section kicker ]]

[[ contact-headline · ≤8 words · invite both audiences to pick a path ]]

[[ rest-form-intro · ≤20 words · what happens after they submit ]]

[[ rest-field-restaurant-label · ≤3 words · restaurant-name field ]]

[[ rest-field-name-label · ≤3 words · contact-name field ]]

[[ rest-field-email-label · ≤2 words · email field ]]

[[ rest-field-phone-label · ≤2 words · phone field ]]

[[ rest-field-city-label · ≤3 words · city/neighborhood field ]]

[[ rest-field-source-label · ≤6 words · where-do-you-buy-now field ]]

[[ rest-field-after-label · ≤4 words · what-are-you-after field ]] [[ rest-field-after-opt · ≤1 word · optional marker ]]

[[ coming-soon-label · ≤4 words · online-ordering roadmap label ]]

[[ coming-soon-body · ≤25 words · tease the future self-serve ordering platform ]]