Alpha

For three generations, Alpha has been passionately supplying Canberra with fresh produce. From humble beginnings in 1952, freighting oranges directly from the farm in Corbie Hill, the Iannelli family has built a legacy grounded in strong relationships with growers along Australia’s east coast.

Swell designed and developed a Shopify-powered website that would evolve Alpha into a direct-to-consumer experience. The goal was to create a platform that not only enabled online ordering of fresh produce, but also brought the story of the business to life. The website pairs a seamless shopping experience with thoughtful brand storytelling. Visual elements reflect Alpha’s heritage, while positioning it confidently for the future, helping customers connect with the values and history behind every box of produce.

More than an eCommerce site, the new platform marks a meaningful shift for the business. It supports a new way of reaching customers while staying true to what Alpha has always stood for:: fresh food, family, and a genuine commitment to Canberra.