Final report for FNC25-1476
Project Information
Grace Place Farm & Gardens is located just outside the city limits of Sioux Falls, South Dakota. Our farm was started in early 2024 with a mission to 1) grow nutritionally dense food for the neighboring community, 2) operate a profitable farm that generates revenue for re-investment & expansion, and 3) educate and mentor others in sustainable agriculture. The farm operates with a focus on diversified vegetable production, value-added processing, and direct-to-consumer sales. During the 2025 project period, the farm expanded its on-farm sales infrastructure and piloted new marketing and outreach strategies supported by this SARE grant.
Our team at Grace Place Farm & Gardens consists of all beginner farmers. We represent the countless others in the Millennial and GenZ population who are eager to learn to live off the land successfully and sustainably. Through books, local mentors, and especially social educational content, we’ve started a profitable farming enterprise using innovative urban growing techniques and market gardening principles. This year, we designed and formed seventy-four 50-ft garden beds, installed drip irrigation and custom landscape fabric, produced an array of high-yield vegetables (mixed greens, tomatoes, cucumbers, radishes, carrots, and more), processed over 750 meat chickens, raised 200 laying hens, and canned value-added products (pickles, salsa, pasta sauce, etc). We have three active sales outlets (two local farmers markets and an online retail platform).
Mason Prescott, the Farm Director, oversees all day-to-day farming operations. James Bell, Assistant Farm Director, manages the business strategy and planning. In addition to the leadership, the farm has two additional paid staff and three weekly volunteers.
Ian Caselli operates Caselli’s Market Garden, an urban farm in the neighboring community of Brandon, SD. He supplies numerous Sioux Falls restaurants with local vegetables and greens—including lettuce, arugula, herbs, cherry tomatoes, and microgreens. His expertise includes efficient growing and packaging of wholesale produce, and offering products in on-farm sales outlets.
Jamie Boley is a local farmer, mentor, and Dakota Rural Action’s “chicken expert!” He operates Mayborn Acres, one of Sioux Falls’ top-quality pastured poultry producers, delivering for the top restaurants in the city, and offering a high-demand CSA to families. With his manufacturing background, Jamie brings lean methodologies and marketing expertise to this project.
Casseli’s Market Garden and Mayborn Acres were two of the first mentoring relationships our farm formed in early 2024. Their participation in this team project is to bring their expertise and collaboration to investigate the impact of digital marketing and social video content coupled with an on-farm marketplace as a means of increasing local small-farm support. This boosts awareness of other producers in the area and creates a win-win for small farms in the region.
Problem Addressed:
More than ever, there is a disconnection between local families and the food they buy. A diesel-reliant, monopolistic food system has filled pantries with overly processed foods and far-from-local produce. Consumers know little about where their food comes from and what makes it healthy. However, the answer they’re looking for could be right in their backyard!
Small-scale farms in the suburbs of major midwestern cities are already doing much of the hard work to grow, prepare, and package. However, they need a reminder that on-farm sales outlets can still be a sustainable and viable practice when coupled with modern communication technology.
Technologies are more available and affordable than ever, now is the time to leverage the entrepreneurial revolution. Unfortunately, small-scale farms historically fail to adopt new technology out of cost concern. “Small-scale farmers often face barriers to adopting technologies in a financially sustainable manner. Barriers include lack of capital… and market constraints” (The Food and Agriculture Organization of the UN).
Previous SARE projects have explored Radio & Direct Mail with limited results. For today’s farmers and producers, it is necessary to adopt new technologies to draw local support. New technologies and educational content will drive cross-generational participation in sustainable agriculture.
The growing disconnection between suburban consumers and local food systems—in addition to the struggle small-scale farms face in overcoming outdated marketing approaches—was a large reason our research was necessary. This project sought to address these challenges by testing whether an on-farm marketplace combined with digital outreach could improve awareness and support for small-scale producers.
Research Approach:
This project did not involve formal research trials or experimental design. Instead, it functioned as a real-world evaluation of whether an on-farm retail model in a suburban setting could outperform participation in a traditional farmers market, particularly when using modern marketing and social technologies. The project relied on operational sales data, digital marketing analytics, and observational evidence to assess outcomes related to revenue, customer engagement, and community response.
Sales performance was evaluated using Square Point-of-Sale (POS) data to compare two distinct market channels across separate 5-month seasons: the 2024 farmers market season (June 22–October 31), during which sales occurred exclusively at weekly farmers markets, and the 2025 on-farm store season (August 23–December 31), during which sales occurred exclusively through the farm’s on-property retail store. Online and invoiced sales were excluded to ensure a clean comparison between in-person market outlets. Sales reports were reviewed daily and weekly throughout the project period to track revenue trends and customer purchasing behavior.
Digital outreach efforts were evaluated using Square Marketing analytics for SMS campaigns, which tracked the number of messages sent, customer engagement, and attributable purchases. Qualitative observations were also recorded, including informal customer feedback, visitor behavior, and responses from community members. Although food waste and spoilage were not quantitatively measured, the on-farm store model extended the sales window for harvested produce from a single weekly market day to continuous weekday availability, allowing more product to reach customers before spoilage. Earned media coverage, including local print and television news, provided additional insight into community awareness and engagement, serving as an unplanned but influential factor in project outcomes.
A big part of what we learned came simply from watching how people used the farm store. Neighbors didn’t just stop in to grab produce and leave. Families came together, kids asked questions, and many visitors said it was their first time ever setting foot on a farm, even though they lived nearby. People stayed longer than expected, talked with us, and came back again. That response showed us that an on-farm store can work not just as a sales outlet, but as a practical way to invite the community into the life of a small farm and build real, lasting support for local growers.
Our Project was implemented in three phases:
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deploying a tangible on-farm marketplace for members of the community
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driving awareness and engagement through innovative technology, social educational content, and community marketing campaigns
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measuring outcomes and publishing results to inform other small-scale farmers
Phase 1 – Building the On-Farm Marketplace
The project began with the development and opening of a permanent on-farm produce store. An existing 12×20 ft shed was placed near the front property line, visible from the heavily traveled arterial road (E 41st St), to serve as a dedicated on-farm retail space. Grant funds were used to outfit the structure with the internal infrastructure necessary to support a year-round farm store and to evaluate the effectiveness of an on-farm marketplace in a suburban setting.
These improvements included directional, educational, and informational signage; interior and exterior lighting; temperature control for extreme seasonal conditions; surveillance and security systems; durable shelving and display fixtures; refrigeration and freezer units to extend product shelf life and reduce food waste; and a point-of-sale checkout station.
The store operated as a modern adaptation of a traditional self-serve, honor-system farm stand. Square Point-of-Sale technology was used to manage transactions, track customer activity, and support digital receipts, customer records, and optional loyalty features. Products offered included fresh vegetables, eggs, honey, and select value-added products, informed in part by findings from prior SARE research.
This on-farm marketplace served as the foundational component of the project, providing both a consistent retail outlet for farm products and a physical space for community members to directly engage with a working farm just outside city limits. The store also created the real-world context necessary for evaluating marketing strategies and customer behavior in subsequent project phases.
Phase 2 – Driving Community Awareness with a Dual-Technology Approach
As the farm store was nearing completion, the project moved into a coordinated outreach and marketing phase designed to test how different communication methods influenced community engagement. Outreach efforts included a combination of traditional and digital tools, such as direct mail invitations, SMS text campaigns, email newsletters, social media promotion, and video announcements.
These campaigns were used to promote the farm store’s grand opening and ongoing operations, allowing the project team to observe how different generations and audiences responded to various outreach methods. Free media coverage through local print and television news outlets emerged organically during this phase and contributed significantly to community awareness and visitor traffic.
Throughout this phase, informal customer conversations, observed visitor behavior, and engagement metrics provided insight into how on-farm retail combined with modern communication tools could reconnect suburban families with local food and farming.
Phase 3 – Quantifying Effectiveness and Publishing Findings
Rather than conducting controlled research trials, this project functioned as a real-world evaluation of whether an on-farm retail model, supported by digital outreach, could outperform participation in a traditional farmers market. Sales performance and customer activity were tracked using Square POS data and compared across two distinct seasons: the 2024 farmers market season and the 2025 on-farm store season. Online and invoiced sales were excluded to allow for a direct comparison between in-person market channels.
A major component of this phase involved documenting the full process in order to share findings with other producers. Throughout the project, video footage was captured and used to produce a professionally edited, 12-episode educational series titled “Build Your Own Farm Store.” The series was published free-of-charge on the Grace Place Farm & Gardens YouTube channel and covered the full lifecycle of the project, including:
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Why a Farm Store?
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Permitting & Zoning
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The Foundation
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Structure, Electrical, & HVAC
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Finishing the Interior
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Equipment, Appliances, & Furnishings
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Stock & Merchandise
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Square POS & Customer Database
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Marketing
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The Grand Opening
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Day-to-Day Management
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Recap & Lessons Learned
In addition to the video series, a written instructional PDF guide and tip sheet were published to summarize key lessons learned. A SARE-funded trifold educational brochure was also produced and distributed to farm visitors and customers to explain market gardening, regenerative agriculture, and the purpose of the project.
All educational materials were made publicly accessible to extend the impact of the project beyond the local community and provide practical guidance for other small-scale farmers considering on-farm retail and modern marketing strategies.
Project Objectives
The objectives of this project were to:
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Establish a self-serve, year-round on-farm produce store in a suburban setting.
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Evaluate how an on-farm retail model compares to traditional farmers market sales.
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Test the effectiveness of combining traditional outreach with digital marketing and social educational content.
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Document the full process of designing, building, opening, and operating a farm store.
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Produce and publish a free, publicly accessible educational video series detailing lessons learned.
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Develop and distribute written educational materials to support farmer adoption of similar models.
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Share practical, replicable guidance for small-scale farmers seeking to increase community support and economic resilience through on-farm retail.
Cooperators
- - Producer
- - Producer
Research
Materials and Methods
This project was conducted as a practical, farmer-led implementation rather than a controlled research trial. The methods emphasized real-world decision-making, commercially available tools, and processes that could be reasonably adopted by other small-scale farms located near suburban or urban populations.
Phase 1: Establishing an On-Farm Retail Outlet
An existing 12×20 ft shed was relocated near the front property line of Grace Place Farm & Gardens, directly adjacent to a heavily traveled suburban arterial road. This placement was intentional, prioritizing visibility, ease of access, and familiarity for nearby residents who might not otherwise visit a working farm. Grant funds were used to outfit the structure with refrigeration, freezer storage, shelving, lighting, security cameras, and a mini-split HVAC unit to allow for year-round operation and to extend the shelf life of perishable products.
The farm store operated on a staffed retail model using a Square Point-of-Sale (POS) kiosk rather than a traditional honor-system stand. This decision was made to (1) reduce shrink, (2) allow customers to explore the store/shop with a farm team member available to help, and (3) enable automated tracking of transactions, customer counts, and product performance. Products offered included fresh produce, eggs, honey, and value-added farm products produced on-site.
Phase 2: Marketing and Community Engagement
Marketing activities were intentionally designed to test both paid and unpaid communication channels commonly available to small farms. These included text-message campaigns, email newsletters, a limited direct-mail outreach, social media announcements, and earned media coverage through local newspapers and television news.
Text and email campaigns were deployed through Square’s integrated marketing tools, allowing the team to track delivery rates and customer engagement. Paid advertising was limited in scope, while unpaid methods—such as word-of-mouth referrals, personal invitations, and local news features—were allowed to develop organically. This approach reflected real constraints faced by many small farms, including limited marketing budgets and staff capacity.
Throughout the season, informal feedback was gathered through in-person conversations with customers, neighbors, and first-time visitors. While this feedback was qualitative in nature, it provided consistent insight into customer motivations, family participation, and perceptions of the on-farm retail experience.
Phase 3: Sales Tracking, Observation, and Documentation
Sales performance was monitored using Square POS reports, which allowed direct comparison between the 2024 farmers market season (June–October) and the 2025 farm store sales period (August 23–December 31). Daily and weekly sales summaries were reviewed to observe purchasing patterns, peak traffic periods, and overall revenue performance.
Although food spoilage was not measured using a formal waste audit, the farm observed that products placed in the farm store benefited from extended selling windows compared to weekly farmers market sales. Refrigeration and consistent customer access throughout the week reduced the pressure to sell all inventory within a single market day, providing an observable reduction in product loss and unsold inventory.
Educational Documentation and Outreach
Throughout the construction, launch, and operation of the farm store, video footage was captured and later edited into a 12-episode educational series titled Build Your Own Farm Store. Each episode addressed a specific phase of the process, including permitting, construction, equipment selection, inventory management, POS setup, marketing, and day-to-day operations. The series was published free-of-charge on the Grace Place Farm & Gardens YouTube channel to ensure public access for other farmers and community members.
In addition to video content, a SARE-funded educational trifold was produced and distributed to farm store visitors. This material introduced customers to market gardening, regenerative agriculture principles, and the goals of the project, reinforcing learning at the point of sale.
Together, these methods prioritized transparency, replicability, and practicality, allowing the project to function as both a business model test and an educational resource for other small-scale producers considering on-farm retail in suburban settings.
Results and Discussion
This project produced clear economic, operational, and community-engagement results when comparing a traditional farmers market sales model (2024) to an on-farm retail model supported by modern marketing and communication tools (2025).
Sales Performance and Revenue Comparison
Sales data were collected using Square Point-of-Sale reports, allowing comparison between the two sales models over a 5-month period:
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2024 Farmers Market Season: June 24–October 31 (farmers market sales only)
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2025 Farm Store Operation: August 23 (grand opening)–December 31 (in-store sales only)
On the single grand opening day of the farm store, Grace Place Farm & Gardens generated 71% of the total gross sales made during the previous year's farmers market season (2024). By the end of the 2025 season, cumulative farm store sales were nearly four times higher than total sales from the previous year’s farmers market participation. These results demonstrate a substantial increase in revenue when sales were shifted from a weekly farmers market model to a permanent on-farm retail outlet. This comparison reflects a measurable change when products were offered through an on-property retail outlet with extended hours, consistent visibility, and direct customer access, rather than a once-weekly market setting with limited selling windows.
Marketing Effectiveness and Customer Reach
Marketing performance was evaluated using Square marketing analytics, social media platform analytics, and observed customer traffic. Two text-message marketing campaigns were deployed through Square, with delivery and engagement metrics tracked internally. While these campaigns contributed to awareness, the most impactful marketing outcomes came from unpaid channels, including word-of-mouth referrals and earned media coverage.
Local newspaper articles and a televised 10:00 p.m. news segment generated substantial community awareness. The farm estimates that more than 250 visitors attended the farm store on the grand opening day alone, with many additional visitors arriving in subsequent weeks after learning about the store through news coverage or word-of-mouth referrals.
A grand opening promotional video published online received approximately 80 views on YouTube and 16,000 views on Facebook, indicating that platform choice played a significant role in content reach.
In addition to digital outreach, the farm tested a targeted USPS Every Door Direct Mail (EDDM) campaign by printing a two-sided, full-color mailer and distributing it to the three postal carrier routes closest to the farm. This approach intentionally focused on the most immediate and geographically relevant audience—nearby neighbors who could easily visit the farm store. The mailer included basic information about the farm store opening and offered a small giveaway for the first 100 customers. Based on customer conversations and observed traffic patterns, this localized direct-mail effort contributed meaningfully to grand opening attendance and helped spread awareness among residents who might not otherwise engage with digital marketing channels. This strategy proved to be a practical, cost-effective way to reach nearby households and reinforce awareness at the neighborhood level.
Customer Behavior and Community Engagement
Qualitative observations indicated that customers rarely visited the farm store alone. Most visits involved families, couples, or multi-generational groups. Customers frequently cited appreciation for seeing where their food was grown, interacting with the farm environment, and having a consistent, welcoming retail experience outside of a traditional farmers market.
Informal feedback from neighbors and visitors was overwhelmingly positive and consistently emphasized convenience, transparency, and the educational value of the on-farm setting.
Food Shelf Life and Waste Reduction
Although food loss was not quantified through formal waste audits, the project demonstrated a clear operational advantage over conventional farmers market sales. Products placed in the farm store benefited from refrigeration, controlled temperatures, and multi-day selling opportunities, rather than being constrained to a single weekly market window. This extended availability increased the likelihood that harvested produce could be sold rather than discarded, representing a practical reduction in spoilage and unsold inventory compared to prior seasons.
Educational Outcomes and Knowledge Sharing
Throughout the project, construction, operational, and marketing activities were documented and published as a 12-episode educational video series titled Build Your Own Farm Store. The series was professionally edited and made publicly available at no cost on the Grace Place Farm & Gardens YouTube channel to support peer learning and adoption by other farmers and ranchers.
In addition to the video series, a Build Your Own Farm Store instructional guide (PDF) was developed and published to provide a concise, written resource outlining permitting considerations, infrastructure decisions, equipment selection, point-of-sale setup, marketing strategies, and day-to-day management lessons learned through the project.
An educational trifold was also produced and distributed on-site to farm store customers and visitors. This material introduced core concepts of market gardening, regenerative agriculture, and the purpose of the project, reinforcing learning at the point of sale. Together, the video series, instructional guide, and printed trifold extended the impact of the project beyond direct sales outcomes and into farmer education and community learning.
Comparison to Conventional Systems
Compared to the previous farmers market model, the on-farm retail system outperformed conventional practices in revenue generation, customer access, and operational flexibility. The farm store reduced time spent traveling, setting up, and staffing off-site markets, while increasing sales volume and customer engagement. These results suggest that, for farms located near suburban populations, an on-farm retail model supported by modern communication tools can outperform traditional farmers market participation both economically and operationally.
Educational & Outreach Activities
Participation summary:
Education and Outreach Description
Education and outreach for this project were conducted through a combination of on-site engagement, digital media, printed materials, and earned media coverage, with the goal of reaching both local community members and other small-scale farmers interested in on-farm retail models.
Information about the project and its results was shared primarily through a publicly accessible, 12-episode educational video series titled Build Your Own Farm Store, published free-of-charge on the Grace Place Farm & Gardens YouTube channel. The series documented the full process of planning, permitting, construction, stocking, marketing, and day-to-day management of the farm store, and was designed to be accessible to farmers, beginning growers, and community members seeking practical guidance. A complementary instructional guide and tip sheet (PDF) was also published to provide a concise written summary of lessons learned and key considerations for replication.
Project events and activities were promoted through multiple communication channels. Prior to the farm store grand opening, outreach included a targeted USPS Every Door Direct Mail (EDDM) campaign sent to the three postal routes closest to the farm, text-message and email campaigns delivered through Square’s marketing platform, and announcements on social media. These efforts were intentionally focused on nearby households and existing customers to encourage local participation.
The farm store grand opening on August 23, 2025 served as a primary outreach event, with an estimated 250 or more visitors attending on opening day. Attendance included families, couples, and first-time farm visitors, many of whom reported learning about the event through word-of-mouth, direct mail, or local news coverage.
Earned media played a significant role in outreach. Multiple local newspaper articles and a televised 10:00 p.m. news segment featured the project and the opening of the farm store, extending awareness beyond existing farm customers. Copies of news articles, transcripts, and promotional materials developed during the project have been attached to the report.
On-site education was reinforced through a SARE-funded educational trifold distributed to farm store visitors. This material introduced customers to market gardening, regenerative agriculture principles, and the goals of the project, helping connect the retail experience to broader sustainable agriculture concepts.
The project team plans to continue communicating results by keeping the video series publicly available, sharing ongoing updates through the farm’s digital channels, and using the instructional materials during future farm tours, presentations, and peer-to-peer conversations with other producers considering on-farm retail models.
Learning Outcomes
This project demonstrated that a permanent, on-farm retail model in a suburban setting can significantly outperform traditional farmers market participation when paired with accessible technology and intentional community outreach. The primary barrier identified at the outset—limited visibility and inconsistent customer access associated with once-weekly farmers markets—was successfully addressed by establishing an on-property farm store with extended hours and clear signage. This shift allowed customers to engage with the farm on their own schedules and resulted in stronger sales performance, deeper customer relationships, and improved operational stability.
At the same time, the project made clear that developing an on-farm store is both time-intensive and more costly than many farmers might initially expect. The process required careful coordination across multiple stages, including zoning and permitting approvals, foundation work, selecting an appropriately sized structure, interior finishing, insulation, lighting, electrical installation, appliance and shelving setup, and the development of a sustainable system for inventory management and customer checkout. Each stage introduced additional costs and time requirements that compounded over the course of the project.
This experience reinforced that an on-farm retail model is not a universal recommendation for every farm, but rather one viable option depending on location, customer density, labor availability, and long-term goals. The approach documented in this project reflects how Grace Place Farm & Gardens chose to implement on-farm sales, and is intended to help other producers evaluate what elements may or may not apply to their own operations.
Operationally, the farm initially explored a self-serve model supported by security cameras and point-of-sale kiosk functionality. While this approach remains possible, the farm ultimately chose to staff the store during open hours. This decision increased labor requirements but resulted in stronger customer connection, more opportunities for education, suggestive selling, and sampling, and improved overall customer experience. Many customers responded positively to personal interaction, product stories, and recommendations they may not have received in a self-serve environment.
The project also highlighted the importance of simplicity and accessibility in technology adoption. Square’s point-of-sale and marketing tools provided reliable sales tracking and customer communication without requiring specialized technical skills. While digital marketing tools played a role, unpaid outreach—particularly word of mouth and local media coverage—proved to be highly effective in building trust and motivating community participation.
If asked for recommendations, the project team would encourage other farmers to start by honestly assessing their time, capital, and capacity before pursuing an on-farm retail store. Beginning with a modest, visible setup, planning for longer timelines and higher costs than anticipated, and prioritizing customer experience were key lessons learned. Most importantly, inviting the community onto the farm proved to be not just a sales strategy, but a meaningful way to build long-term support and resilience for a small-scale farming operation.
Project Outcomes
"Hats off to the job the folks at Grace Place did with their organic whole birds this holiday season! It’s refreshing to know that other people understand the importance in quality food that no longer is a guarantee in this chaotic world we live in. Support your local organic & regenerative farmers. The perfect place to use your hard earned money for the best reasons. Thank you GP team!" - Last R.
"This farm is amazing! Their farm store has not only delicious organic meats and veggies, but also a variety of handcrafted salsas, sauces, jelly's, maple syrup and homemade beauty products!! They also have the most incredible kombucha and juices! The best part is, the farm stand is run by a discipleship ministry and all the proceeds go to doing the Lord's work! A true gem to find in Sioux Falls!!!" - Dr. Trisha W.
"Great produce, friendly staff, lots of healthy options in their farm store. Loved their Kombucha and Brain and Body Electrolyte drinks!!
I’ll be back!! 🤩" - Alex J.
"This place is amazing, the whole organic chicken is so good!! So glad I found this place all the products are amazing." - Dixie P.
"Love having a place to go get fresh eggs, produce etc…. Great 👍 people there!!! Very helpful." -Kathie E.