The Unofficial Shopify Podcast Buff Clucks: From Homework Assignment to 7-Figure Chicken Brand
Nov 11, 2025
Celia Hatch, the dynamic founder of Buff Clucks and a serial entrepreneur, shares the extraordinary journey from a dream about chicken supplements to running a seven-figure business. She discusses how her son's school project sparked the idea and how she scaled it using Meta ads and innovative marketing strategies. Celia reveals insights on the booming backyard chicken market, the importance of educating customers through content, and the clever 'sneeze warning' that set her brand apart. Tune in for tips on scaling, subscriptions, and her wish for an improved Shopify store!
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From Dream To School Project Success
- Buff Clucks began from a 2022 dream and a 13-year-old son's eighth-grade school project that sold herbs in craft bags.
- Celia Hatch took over the project, scaled it professionally, and started running Meta ads in January 2024.
Backyard Chickens Are A Growing Niche
- Backyard chickens grew from 8% pre-COVID to about 13% of U.S. households, creating a large niche market.
- The realistic buyer segment shrinks to owners who treat chickens as pets and will pay premium feed costs.
Use Education-First Long-Form Pages
- Use long-form educational sales letters to explain problems (e.g., molting, parasites) and then present your product as the solution.
- Drive Meta ad traffic to those landing pages to acquire and convert skeptical customers.