Kathryn Bynum

New Canaan Farms has been crafting small-batch jams, jellies, salsas, and condiments since 1979. Acquired by the Waters family, sixth-generation Texans with deep roots in the Texas Hill Country, the brand has spent over four decades earning its reputation through exceptional product quality and a genuine commitment to craft.  The brand wasn't the problem. The website was.

Most founders know something is off with their marketing before they can name what it is. Revenue is inconsistent in ways that don't quite make sense. Something always feels like it needs attention. Marketing feels like a treadmill rather than an investment that compounds.

If you're building or rebuilding an e-commerce store, you've almost certainly landed in the middle of this debate. Shopify, WooCommerce, or Squarespace. Everyone seems to have a strong opinion. The comparison articles online are often written by affiliate marketers who get paid based on which platform you choose.