08 — Content Strategy

Voice, tone, narrative arc, and editorial cadence. The point is to keep the field-journal feel that already lives in components/sections/ alive everywhere a sentence gets written.

Voice in one paragraph

Quiet, observant, slightly old-fashioned. Specific before general. Willing to be wrong about itself. Never breathless, never performative, never punny. Concrete imagery carries the feeling; the reader is trusted to complete the thought. The closest reference points are Masanobu Fukuoka's _One Straw Revolution_, Wendell Berry's essays, and the printed agronomy notes pinned to a wooden noticeboard at a Soliga homestead.

Tone rules

1. Concrete before abstract. "The ragi is shoulder-high"

not "growth is impressive."

1. Show labour. Every product description names at least one person,

one tool, or one practice.

1. No marketing language. Forbidden words:

curated, artisanal, premium, experience (as a noun), unforgettable, journey, bespoke, exclusive, hand-picked (use by hand, today, with a date).

1. One idea per paragraph.
2. No exclamation marks. Anywhere.
3. Time is specific. Dates, seasons, weeks of the year.
4. Restraint over completion. If a sentence doesn't earn its place,

delete it.

Headline language

Tone by surface

Photo-update cadence (the editorial engine)

This is the stream that turns a delivery service into a relationship.

A zone's photo update is the one piece of marketing we publish every week. Cadence:

• Weekly minimum. One update per zone, two in peak season.
• Phase tags. sow → grow → harvest → pack. The caption must

use the tag's verb tense.

• Caption ≤ 240 chars. One sentence. Always ends with a date or a

measurement ("This morning, 18 of the 24 ragi heads had bent.", "12 baskets packed for Saturday's run.", "Week 14 of the kharif.").

• Photo set ≥ 3, ≤ 8. Always include at least one with a person in

the frame and at least one close-up of soil/produce.

• Send window. Tuesday or Wednesday evening, so it lands in the

inbox before Saturday's delivery.

Caption examples (good)

• Last week's rain held. The ragi is a handspan taller than on Monday.
• Saturday baskets: 14 of greens, 12 of millets, 6 of mango pickle.
• `Three rows of horsegram went in this morning, on a mist that tasted

like woodsmoke.`

Caption examples (avoid)

• 🌱 Fresh harvest alert — get yours now! (marketing voice, banned emoji)
• We've hand-selected the best of this week's harvest for you. (banned phrase)
• An exciting new chapter in your wellness journey. (banned words ×3)

Web-app copy inventory (Phase 0)

A reader of app/page.tsx would currently note these lines as exceptional — they should remain anchors when we draft new copy in later phases:

• Hero: _"Where does your food come from?"_ (untouchable)
• Vision: _"Two worlds. One plate of food."_
• Founder: _"The city will feed you for the rest of your life. Spend two

days understanding who feeds the city."_ (Jayapal)

• Invitation: _"Come for two days. Return a little less of a stranger

to your own plate."_

When Phase 0 adds a Three pillars interlude, copy one of these voices. We are not chasing a different register; we are extending the same one.

Pillars copy-block (drafted, replaceable)

**Subscription — know the field that feeds you. A plot of the 1-acre, photo updates from it every week, and a basket at your door on Saturday morning. Cancel any time. Experience — live what you eat. A weekend at the farm. Stay in bamboo. Eat what was harvested an hour ago. Walk with the people who grew it. Sustenance — *make the farm stand.*** Cows, composting, seed-saving, the daily Agnihotra. The practices that keep the soil alive and the produce honest — and the small jars, soaps, and flours they make possible.

What we are not

• We are not a wellness brand.
• We are not a luxury-organic retailer.
• We are not a content site that sells merch on the side.

If a future page reads like any of those, the test of any decision (§"The test of any decision" in 01_VISION.md) failed.