Know-How Exchange : Strategy

The marketing purist in me says you need 2 different websites, because there are two different benefit promises ... albeit for the same target audience (I presume). Food is supposed to taste good, be nutritious, etc. Clothing, toys and crafts are to wear or amuse/entertain. The fact that they both are organic and eco-friendly is really secondary when it comes to why people fundamentally buy each. (If the food doesn't taste good or isn't nutritious, it won't matter that it's organic.)

The practical side of me says that if the main differentiator for your businesses is that they are both organic/eco-friendly, and if those two characteristics appeal to all the same people, then it's possible you could position them as being logical co-owners of a single positioning (and website).

I net out believing that 2 websites would be preferred. There is no downside other than the very minor extra effort of maintaining 2 sites (instead of 1), and it will avoid the problem of confusing/overwhelming your customers.

If you are really worried about spreading your resources too thin, start with one business and website, and add the other one after you've satisfied yourself that you know how to reach and serve the market profitably. (This would apply whether you use one website or two.)