Have you noticed an increase in customers asking about the origin of their food or opting for local products over name brands? That’s the power of retail agriculture. 

At Milkmaid Mercantile in Taylorville, Illinois, owner Amelia Shoemaker is capitalizing on this shift in interest by turning her love of farming and healthy living into a community-focused retail space.

Her store effortlessly blends the feel of a general store with a passion for local food, wellness, and homesteading. The shop offers a wide range of locally sourced products, including meats, eggs, vegetables, honey, and Illinois-milled flour, as well as low-sugar and sugar-free options. 

Her story demonstrates that farm retail isn’t just beneficial for farmers, but also for businesses. If you’re curious about how you can use retail agriculture to your advantage, keep reading.

1. Customers Are Craving Local, Organic, and Sustainable

Shopping habits have shifted. More and more, customers are choosing values over convenience. It’s why Amelia opened Milkmaid Mercantile, driven by her desire to feed her kids healthier food. She quickly found a whole community looking for the same thing. 

She now stocks locally milled flour, eggs, meats, and snacks with little to no sugar to meet this need. Her customers trust what’s on the shelves, often asking for her advice about supplements and wellness.

If you’re a retailer looking to invest in more local products, start small. Pick one or two local producers and build from there. Ensure your staff is familiar with the story behind the products so they can effectively share the proper information. Your shoppers will notice, turning your store into a partner in their wellness journey.

2. Helping Farmers, One Shelf at a Time

Amelia knows firsthand how hard it is to run a farm. The logistics of milking cows, organizing pickups, selling products, and meeting customers can be extremely overwhelming. Milkmaid Mercantile became a solution. 

It provided local farmers and makers with a shared space to sell their goods, allowing them to focus on what they do best: growing and producing. It’s a retail model that supports small businesses while freeing up time for creativity and sustainability.

You can do the same by offering space for local products in your store. Partner with a few vendors who need a low-effort way to reach a broader customer base. From there, you can:

• Set simple drop-off routines. Select a consistent day and time that works for vendors to deliver. Keep it easy and predictable so it fits into their weekly rhythm.
• Track inventory clearly. Use a spreadsheet, POS system, or even a clipboard to make sure both you and the vendor can see what’s selling and what needs restocking.
• Celebrate your partnerships in-store and online. Post signs about where products come from, feature vendors in social posts, and let customers meet the makers behind their favorite jams, eggs, or herbal teas. 

You don’t need a huge space or fancy equipment to get started. It just requires a bit of organization and a lot of love. 

3. The Charm of Buying Straight from the Farm

There’s something special about walking into a space like Milkmaid Mercantile. Yes, people come in to buy groceries, but they also come to browse the antiques, pick up seed packets, or find a new garden tool. That sense of delight is part of what keeps customers invested in local farm retailers.

As a retailer, think about how you can make your space more fun and interactive. Can you add a seasonal display with local honey? Create a weekend market vibe? Consider offering garden tools or homesteading books near your produce. People love places that feel personal and welcoming, and these small additions can go a long way. 

4. Skip the Middleman, Keep the Margin

Every retail store wants to boost profits. One benefit of farm retail is that it often bypasses traditional distribution channels. That means more value stays in the hands of the farmer and, depending on your setup, in your store too. At Milkmaid Mercantile, makers avoid the stress of shipping, and Amelia gets to offer unique goods that customers won’t find at big chains. It’s a win-win. 

To make your farm retail business work financially, track what’s moving. Bundle complementary items like butter and bread, or create custom gift baskets using handmade or specialty products. Focus on rotating your inventory with the seasons and keep things fresh. You’ll end up offering more value to your shoppers while staying lean and local.

5. Build a Store That Builds Community and Feels Personal

Walk into Milkmaid Mercantile and you might hear someone asking about gut health or trading gardening tips at the checkout. It has become a hub in the community where people can connect, learn from one another, and feel right at home while shopping. 

To foster that same energy in your store, consider hosting events that also serve as learning opportunities. Think fermentation demos, composting basics, or herb-growing tips. Invite passionate customers and team members to lead or share their expertise. These micro-moments build connections, boost foot traffic, and establish your business as a staple in your community. 

6. Homesteading is Hot, and Your Store Can Be Too

Amelia’s store feels like an extension of her homesteading lifestyle. She raises chickens, milks cows, and makes food from scratch, and she’s not the only one. More people are growing gardens, baking bread, and trying to live more self-sufficiently. The demand for farm-related products is growing fast.

You can capitalize on that trend, too. Start by:

• Selling sourdough starter kits, fermentation jars, and natural cleaning supplies. Stock your shelves with tools that empower customers to make things at home. Think beeswax wraps, compost pails, or mason jars with reusable lids. These items are functional, giftable, and perfectly on trend.
• Offering a “new skill of the month” theme in-store. One month it could be canning tomatoes, the next it should be saving seeds. Pair featured products with easy how-to flyers or QR codes that link to tutorials. This adds value and makes customers feel like they’re learning something new.
• Creating seasonal displays for homestead living. In spring, showcase heirloom seeds and garden tools. In fall, switch to preserves, pickling salts, and cold-weather prep items. Keep it fresh, educational, and aligned with what your customers are doing at home.

As more people turn toward homesteading, your store can be the place that helps them get started. It’s a chance to serve this new generation of do-it-yourselfers, with your shelves becoming their toolbox.

7. Local Laws Shouldn’t Be Holding You Back

One of the biggest challenges Amelia faces isn’t supply or demand. It’s policy. Lawmakers won’t let cottage food makers sell through stores like hers, unless they’re licensed wholesalers. 

“The lady used to make sourdough bread here, and people came in all the time for it, and then the health department came in and said she had to stop, even though she has a commercial kitchen and a food handler’s license. But Christian County was like, no, she needs a wholesale license too, and that put the kibosh on the whole thing,” she explains. 

These policies cut out talented bakers, makers, and stay-at-home entrepreneurs who could contribute to local food systems. It limits what small businesses can do and who they can support.

Retailers can speak up. Learn your state’s laws and connect with local officials. Host informational nights to educate the public and policymakers. These changes could open doors for new vendors, create job opportunities, and enhance your store’s offerings. Advocacy might not feel like retail work, but it can lead to real change while positioning your store as a local leader.

Conclusion

Retail agriculture is a business model that connects people, supports farmers, and fosters a genuine community. If you’re just stocking fresh eggs or creating space for a home baker’s goods, your store can play a vital role in this movement. 

You don’t need to change everything overnight. Just take one small step toward farm retail and see how it transforms your space. The future of retail is growing, literally, and you can be part of it.

Want to learn more about other Illinois retail leaders? Read inspiring stories from retailers across Illinois who are making a difference.

If you loved learning about the story of Milkmaid Mercantile and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!