Expanding Your Farm Market

Kendra and Keith Zimmerman started their farm business with a roadside wagon in 2015. That business evolved into a 15,000-square-foot market and creamery in Berks County five years later. During a Retail Farm Market peer exchange, the Zimmermans spoke about the transformation at their newly-constructed market, creamery, and eatery. 

If you're interested in expanding your physical market or moving into a new space, here are the top tips we learned during the visit to Plum Creek.

Watch the tour

4 Takeaways on Expanding your Farm Market

1. It will take time.

The existing nursery building needed a few Band-Aids when they first moved in around 2017. The owners knew they needed a change within a year of working in their former space. Between planning and permits, the reconstruction project took them two years before they were able to break ground and eight months of construction before they opened the new facility in April 2020. 

If you are considering a change "someday" you may want to put those wheels in motion before you think you need to. The permitting and planning process can take years, which is typically longer than many people anticipate.

2. Listen to your customers.

In 2017, Plum Creek added ice cream and soft pretzels to their menu. Why ice cream? Customers who came in kept saying, "Oh, we thought you sold ice cream." Keith had grown up with an ice cream machine in his house, and the writing was on the wall. They offered up ice cream, and "that's the year it really exploded," Keith says.

It's important to understand why customers come to you and what they're looking for. Maybe there's a hot item that your customers would normally have to travel out of the area for. Maybe it's something ordinary like firewood, toilet paper, or eggs that helps your market become a one-stop shop. Feel encouraged to ask your customers for feedback at the register, verbally or through a quick survey. What would they like to see among your offerings?

3. Do it yourself.

The family pooled its resources and was able to design the market and creamery themselves. They chose a layout that had one large kitchen so they could trade help between departments as needed. Standing in the kitchen, Zimmerman noted, "We did all our own layout. We've reset a few pieces that we didn't get quite right, but for the most part it is the same as what it was."

Taking a DIY approach isn't always feasible -- you must consider the expertise of your team versus the level of risk involved. Some jobs, like electrical wiring and HVAC installation, should be left to the professionals. You and your team know your routines, limitations, and shopper preferences better than anyone. Getting them involved in the design process not only saves you time and money on design services, but it may save you from having to re-do building components that may not meet your needs. This collaborative planning may also help foster a sense of employee investment and satisfaction knowing their input is welcome and valued.

4. Communication is key

Keith sends a weekly staff email to his employees as part of their communication loop. He takes that opportunity to share social media reviews or stories and feedback from customers. It's a way of affirming their work and instilling business values into their staff. When it comes to communicating your values to your employees, Zimmerman says "It's one of those things [where] you can't let your foot off the pedal, or it doesn't coast very long."

When considering an expansion, remember the impact it will have on your staff. You may be considering expanding your team in the process, and a communication plan with your employees will help that transition. Setting clear expectations and committing to regular check-ins with your staff can help employees feel valuable and keep your staff morale high.

Penn State Extension's Retail Farm Market School events and resources help market managers and staff stay current, competitive, and connected in today’s local food marketplace. Funding for the Retail Farm Market School peer exchange series was made possible by the U.S. Department of Agriculture's (USDA) Agricultural Marketing Service through grant 21FMPPA1052. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the USDA.