Greenhouse Creative

The work we did

Project Overview

AWM is a leading wholesale distributor of primal cuts, primarily beef, pork, and lamb, with beef accounting for around 90% of its operations. Based in Queensland, New South Wales, and Victoria, AWM supplies to all Australian states except Western Australia.

With a diverse portfolio of brands (including several proprietary labels), AWM aims to elevate select lines. Not every brand is available nationwide, so AWM’s strength lies in its ability to offer close alternatives through its extensive product catalogue. The company is also on track to become Australia’s largest wholesaler of Wagyu.

Challenges

AWM’s existing website no longer reflected the scale, professionalism, or depth of its operations. The content was outdated and incomplete, with incorrect location details and a design that leaned toward a B2C audience rather than its true B2B focus.
Visually, the site felt sparse and lacked the impact expected from a leading industry distributor. It also failed to communicate AWM’s wide distribution network, range diversity, and unique brand stories.

Aims and Goals

• Redefine the website for a B2B audience, appealing to butchers, wholesalers, and food manufacturers.

• Showcase the depth and breadth of AWM’s range, allowing users to easily explore available products and brands.

• Position the site as a one-stop shop — enabling visitors to check whether a brand or cut is stocked, and view alternatives if it’s not available in their region.

• Create a platform that educates its audience, including practical insights such as how to cook particular cuts.

• Increase brand visibility, enquiries, and sales through a professional, credible digital presence.

Scope of Work

Service

• Website design and development
• Ongoing support, hosting, and maintenance

Platforms Used

Built on Silverstripe CMS with a custom-developed product database.

Special Features and Integrations

• Searchable database of available stock and brands

• Streamlined navigation structure optimised for B2B users

• Modular design to allow easy content updates as AWM’s range evolves

Process

Our Approach to the Project

We began with a discovery session to understand AWM’s goals, audiences, and brand aspirations. From there, we designed a digital strategy focused on clarity, scalability, and storytelling — ensuring each element supported their positioning as a premium wholesale supplier.

The site was built with both functionality and perception in mind: robust enough to serve as a practical tool for business clients, yet refined enough to enhance AWM’s brand authority within the meat industry.

Outcome

The final result is a modern, intuitive website that elevates AWM’s digital presence to match its market leadership. The clean, confident design sets it apart from competitors, while the streamlined structure helps visitors quickly find what they’re looking for — whether that’s a particular cut, brand, or distribution detail.

How we helped AWM achieve their goals

We helped AWM achieve their goals by designing a strategic, B2B-focused website that clearly communicates the company’s scale, expertise, and range. The custom product database allows users to easily search for available stock, browse by brand, and discover suitable alternatives — reinforcing AWM’s role as a comprehensive wholesale partner.

The refreshed visual identity and modern interface strengthened AWM’s credibility and market perception, leading to an increase in enquiries and stronger brand recognition within the industry. The website now acts as both a sales tool and an educational resource, supporting AWM’s mission to be Australia’s leading name in premium meat distribution.