Expanding from a rural location to a suburban market means adapting your business model while staying true to your roots.

Laurie and Paul Darrow, owners of Country Village Meats, began as a full-service butcher shop and meat processor in the rural town of Sublette, Illinois, offering fresh beef, pork, chicken, house-made sausages, jerky, and deli favorites, and grew into a beloved local brand in Geneva, Illinois.

Their story offers a roadmap for how to expand your retail business with purpose, sustainability, and long-term success.

If you’re looking for a retail expansion strategy that aligns with your values and adapts to new customer behavior, their experience delivers eight real, actionable lessons worth following.