Zubr — Wholesale Meat Products Marketplace | ROXL's Blog

Arrives with a specific need. A HoReCa manager or retail chain buyer lands on the platform looking for a particular meat category — chicken, beef, or duck. The homepage immediately surfaces the right catalog section with no detours.
Browses a structured catalog. Products are organized by type and origin (Belarusian producer, local distributors). Each card shows cut type, packaging format, and temperature regime — refrigerated or frozen. No ambiguity, no need to call for specs.
Reads about quality guarantees. A dedicated section explains the supply chain: animals raised without antibiotics under nutritionist supervision, all documentation provided by the supplier. The buyer builds trust before any contact.
Submits a bulk inquiry in 90 seconds. The inquiry form captures name, phone, and product interest. The manager receives a WhatsApp ping and responds within 5 minutes during business hours — a guarantee published on the site.
Gets a tailored commercial offer. The team discusses volume, assortment, and delivery schedule. A contract and prepayment follow, then production, quality control, and delivery to the buyer's warehouse or point of sale.

Logs into Umbraco CMS. The back office is role-separated — catalog editors, page editors, and admins operate in their own sections with no risk of cross-contamination.
Adds or updates a product. A structured form enforces consistent data — category, cut type, origin, certificates. No free-form HTML; every field is typed.
Publishes instantly. The change propagates via GraphQL to the Next.js frontend. The index engine picks up the update and re-warms the cache; the page reflects the new data in seconds without a full rebuild.

Before	After
✗ Buyers discovered suppliers through cold calls and industry directories — days of research per batch	✓ Structured catalog with categories, origin, and packaging — buyer finds the right product in under 2 minutes
✗ Product specs only available after a phone call with a sales rep	✓ Every product card shows cut type, format, temperature regime, and certificates — no call needed to qualify
✗ No proof of quality — buyers took supplier claims on faith	✓ Supply chain story, antibiotic-free guarantee, and nutritionist supervision published on-site
✗ Inquiry forms with 48-hour response windows	✓ WhatsApp-first flow with a guaranteed 5-minute response during business hours
✗ Static HTML site with slow page refreshes and no CMS — updates required a developer	✓ Headless Umbraco CMS + GraphQL + React SSR: content updated in seconds, pages load near-instantly
✗ No index-layer caching — every request hit the origin server	✓ All GraphQL queries cached at the index engine layer; repeat visits served from memory

<5 min

guaranteed WhatsApp response during business hours

7 days

delivery lead time from order to warehouse

80K+

tonnes of poultry produced annually by the partner farm

product categories: chicken, beef, duck, ready-made

~0 ms

perceived navigation time — SSR + cached GraphQL queries

10+

years the company has operated in the wholesale meat market

Headless CMS (Umbraco + .NET Core). Content is modelled as typed documents — no free-form HTML in the back office. Editors work in a structured form; developers consume a clean API.
GraphQL data layer. The frontend queries only the fields it needs per page. A single unified schema covers products, categories, pages, and settings — no REST endpoint sprawl.
Index engine + request caching. All GraphQL queries on the frontend pass through an index service that caches responses in memory. Cache invalidation fires automatically on CMS publish events — stale content is never served.
React SSR via Next.js. Pages are server-rendered on first load for instant paint and correct SEO indexing. Client-side navigation is handled by React's virtual DOM — no full-page reloads, zero visible latency between routes.

Zubr — Wholesale Meat Products Marketplace