La Quercia
Overview
La Quercia (pronounced La Kwair-cha ) means the Oak in Italian.
In 1985 founders Herb and Kathy Eckhouse relocated their family to Italy for three and a half delicious years in the city of Parma, in the northern region of Emilia-Romagna and home to prosciutto di Parma and Parmigiano-Reggiano cheese, as well as hand crafted pasta, wine, balsamic vinegar and other delicacies.
During their years in Parma, the family embraced a lifestyle of enjoying bountiful regional food in season with an appreciation for the art and craft of creating excellence from agricultural abundance.
In 2003, after years of experimentation, they purchased land in Norwalk, Iowa, a few miles southwest of Des Moines as the home of their prosciuttificio and set out to produce the finest cured meats in America.
Over the nearly two decades they have set the benchmark with artisanal cured meats that would make an Italian weep with its award-winning balance of salty, creamy, sweet and rich according to Bon Appétit.
Role & Results
I collaborated with their team to craft a refreshed brand framework, consumer personas and define and measure core metrics like Net Promoter Score. I consolidated their fragmented CRM and email databases into Klaviyo to build a unified view their audience to segment and target with campaigns designed to increase sales along with brand equity. Conducted research to develop new products, expand categories and create opportunities for new partnerships.
Oversaw development and launched a new Shopify 2.0 store as the centerpiece of a strategic shift to build direct to consumer revenue as the primary growth opportunity for the business. From the launch in mid-October 2021 through the end of the year revenue doubled year over, AOV increased 10% and organic traffic increased 63%.
The company was acquired in 2023 providing a great outcome for the family run business.