Gayle and her husband, Thad, come from six generations of dairy farmers on both sides of the family. However, as the world around them evolved, they saw the need to adapt. Their journey from traditional dairy farming to a thriving, community-centric business model called Melvin’s Farm to Fork has allowed them to profitably continue the family legacy. Looking to better streamline farm store inventory and add online sales, Gayle found Local Line, the sales software for farms that propelled them into the digital age while maintaining their core mission: to connect with their community.
Melvin’s Farm to Fork has been rooted in dairy farming for generations. With a legacy stretching back six generations, their commitment to quality and sustainability is unwavering. However, recognizing the need to diversify, Gayle ventured into offering a wider range of products, including local meat, dairy, eggs, and produce. Their farm store, established in 2020, became a hub not just for their own products but also for a curated selection of offerings from local vendors.
"Here on the farm, we sell our own beef, pork, and eggs in-store. Alongside our products, we proudly offer goods from approximately 49 local vendors, from pastured lamb to trout and even cheese curds sourced from the neighboring county," shares Gayle.
Gayle's vision extended beyond a store; it was about fostering meaningful connections within the community while promoting the importance of buying local food. They wanted to do more than just sell products. Their objective was to enlighten customers about the superior quality and origin of their food, while also encouraging them to shift away from big-box stores and instead support local farmers. As Gayle reflects, "We wanted to connect with people, build relationships, and help our community thrive." Starting by renovating an old building on their property to a full-fledged farm store was just the beginning.
“We actually opened our store on the day of the shutdown in 2020. We really didn’t know what was coming. Within two days of being open, we sold out of two cows and three pigs because the grocery store was suddenly depleted.” Since its inception, Melvin’s Farm to Fork Store has experienced a meteoric rise in popularity and demand, maintaining a steady trajectory of growth. Like with any growing enterprise, come growing pains. Managing inventory, tracking sales, and streamlining operations became increasingly complex.
“We originally went with different farm sales software, but we had struggles with that from the beginning. There was a complete lack of transparency with the system for our customers regarding fees and payments.”, explains Gayle, “I knew I needed to switch software, but dreading the fact that I would have to do all this work to set up again.”
It was during this pivotal moment that they discovered Local Line, the comprehensive sales software for farmers and food hubs.
Gayle recalls, "Local Line came as a blessing. It wasn't just about digitizing our operations; it was about giving us back time. The Local Line team onboarded and set up my storefront for me. They immediately took the burden off my shoulders. In a really short amount of time, we were able to make the leap to Local Line and it’s been just a really great experience!”
With Local Line, Gayle can offer customers multiple channels to access their products. From in-store purchases to online orders for pickup or delivery, they cater to diverse preferences. Gayle emphasizes, "Online sales opened up a whole new world for us. It wasn't just about convenience; it was about ensuring our products reached those who couldn't visit us in person. We offer what our customers want."
As Melvin’s Farm to Fork sells both their own products, as well as sources from almost fifty different vendors, streamlined inventory management is critical to their success. With Local Line's intuitive inventory management system, Gayle's team can effortlessly track stock levels, monitor sales trends, and reconcile payments. "We keep it simple, and that's something we value about Local Line. Every week, as new items arrive in the store, we promptly update our inventory directly on Local Line. As orders or purchases are made, it seamlessly deducts from our total stock."
Local Line not only operates as their farm e-commerce storefront but also as their in-person Point of Sale (POS) system. This makes keeping inventory in sync a breeze. When a customer comes into the store, we search their profile in Local Line, log the order, and have them pay via credit card.
When asking Gayle the biggest benefit she gets from Local Line her answer is simple: the platform provides her with the ability to efficiently track sales and manage inventory all in one place.
“I use my sales reports in Local Line daily. With Local Line, I have better access to our numbers. If you don’t know your numbers, then you don’t know what’s happening with your business. I feel pretty strongly about that.”
Reflecting on her journey, we asked Gayle to share her advice to fellow farmers aspiring to chart a similar path. "Know your customers, embrace software, and don’t be scared to try new things," she advises. "Technology is a tool, but it's the human connections that truly sustain us. Stay true to yourself, and success will follow."
Melvin’s Farm to Fork isn't just a place where products are bought and sold; it's an institution in their community. Through dedication and embracing software like Local Line, Gayle and her family have transformed their farm into a thriving hub of commerce and connection.
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