Arnold's Fruit Market

Arnold's has supplied fresh fruit and vegetables to the people of the Albury Wodonga region since 1892.


Tom McCulloch

Read Time: 3 min

Overview is designed to be a robust and user-friendly platform that seamlessly integrates content management and e-commerce. The primary technologies used in this project are:

  • WordPress: For building a flexible and scalable site.
  • MyFoodLink: For handling e-commerce functionalities.

Key Features

Custom Frontend Solution: We developed a custom frontend solution that ties into the e-commerce platform managed by MyFoodLink. This approach ensures a seamless shopping experience for users.

Specials Displayed on Homepage: One of the significant challenges was displaying specials from MyFoodLink on the homepage. Since MyFoodLink does not offer any APIs, we had to scrape the specials page to obtain this information. This ensures that users always see the latest deals and promotions directly on the homepage.

Family History Display: Another challenge was effectively showcasing the family’s history. We integrated a dedicated section on the website that highlights the rich history and legacy of the Arnold family, providing users with an engaging narrative about the brand.

Custom Frontend Solution

One of the most significant challenges in this project was setting up a custom frontend solution. Given the lack of APIs from MyFoodLink, it was essential to create a seamless experience. Here’s how it was accomplished:

  • Scraping Specials Page:
  • To provide the latest specials on the homepage, we used a scraping technique to extract information from the MyFoodLink specials page.This approach ensures that the homepage is always up-to-date with the latest deals and promotions.
  • Family History Integration:
  • We created a dedicated section to display the Arnold family’s history, ensuring that users can easily learn about the brand’s legacy.This section includes a detailed narrative, along with photos and significant milestones in the family’s journey.

Marketing and Analytics

Email Marketing Integration:

  • We integrated a robust email marketing solution to manage and optimize marketing efforts.
  • This tool allows for personalized email campaigns and better audience engagement, helping to connect with the audience more effectively.

Analytics for Insights:

  • To track user behavior and gather insights, we integrated a comprehensive analytics tool into the website.
  • This tool provides detailed reports on user interactions, helping to inform future improvements and marketing strategies.

Challenges and Solutions

Scalability and Performance:

  • Ensuring the website could handle a growing user base and increasing content was a top priority.
  • WordPress’s scalability, combined with optimized hosting solutions, ensures that the site performs well under load and remains fast and responsive.

Seamless Integration:

  • Integrating multiple platforms (WordPress, MyFoodLink) required careful planning and execution.
  • By leveraging custom solutions and scraping techniques, we achieved a seamless integration that provides a cohesive user experience.


The development of showcases the power of modern web technologies and the benefits of a custom frontend solution. By combining WordPress and MyFoodLink, we created a scalable, high-performance website that meets the unique needs of the Arnold family’s brand. The custom specials display, family history integration, marketing solutions, and analytics capabilities further enhance the platform, providing a comprehensive solution for Arnold’s online presence. This project not only supports the current needs but also sets the foundation for future growth and innovation.