Building an online platform for a rapidly growing food festival

Goatober Food Festival

Goatober is a month long celebration about all things GOAT!

Started by a dairy farmer from New York, Goatober was born as a way to spread awareness that goat meat is a delicious, ethical and sustainable alternative to mainstream meats.

Throughout the month of October restaurants all over the world host events and dinners with goat on the menu to introduce consumers to the flavours and benefits of goat meat.

Sector Food & Drinks
Audience B2C
Goals Brand Awarness
Events Attendance
  1. WordPress CMS
Home Page Visual 3 - Goatober


We were tasked with creating a website that helps new to product consumers discover the the many benefits of goat products and some of the top brands in the industry.

The website should primarily connect users intentionally with events and brands in their country taking part in Goatober festivities to increase the global demand for goat products. The site should educate users about the environmental benefits of goat, and inspire them to try something new with delicious recipe ideas and engaging content.

Design Process - Goatober

UX Focus

User experience and navigation of the website's content was our upmost priority to achieving the client's goals when creating the strategy for the Goatober website. It was vital that users could seamlessly flow from page to page exploring content and learning without getting lost or hitting an end point in content.

We created a bespoke a system that allows pages, posts, recipes, events, articles, interviews and brand profiles to be linked by author and country helping the user to naturally travel across the site to discover more content that they're interested in. By prioritising cross content linking we helped users to connect with brands and events happening near them whilst inspiring and educating them to the benefits of switching some of their meat consumption to goat.

Multi Screens 1 - Goatober

website features

  • custom post types to improve content categorisation and simplify content creation by the client.
  • post types: recipes, blog articles, interviews, friends of goatober (brands & chefs)
  • events calendar integration
  • event country pages
  • internal page linking system
  • social media integration
  • newsletter & mailing list integration
  • on site language translation
Mobile Events 2 - Goatober

Connecting user with events

users can explore events, articles and brands taking part in Goatober on the individual 'event country' pages, encouraging participation in events and building the festival's international audience.

Recipe Creation 2 - Goatober

In-house content updates

We created a simple back end system to make it quick and easy for the Goatober team to add and manage website content such as events and news.


Papaya are brilliant. They're pro-active with fixes, always on hand when things go wrong and a nice guys with it. I have used them in new projects because I know I can trust them and have recommended them to friends.

James Whetlor

Organiser - Goatober

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