Direct from the Farms

from SEASONED - OCTOBER 2022

by Do South Magazine

Yellow, Orange, and Blue

WORDs Liesel Schmidt images courtesy Kim Bice, Farmers Direct

In an age when so much is manufactured

by machines and shipped out by faceless companies consumed by the bottom line, buying something from the source, from the hands that grew it and the people who put their heart and soul into bringing it to fruition, is incredibly special. For that reason, farmers markets have seen a resurgence, a return of people who might once have satisfied themselves with the off-the-shelf produce and meats they find at the big box store simply for the sake of convenience. But there’s nothing like the taste of a vegetable dug fresh from the ground, in-season heirloom fruits and vegetables plucked from the vine, or pasture-raised meats. The health benefits of fresh, whole foods are also undeniable.

Still, there is one glaring issue: Not everyone can make it to a farmers market to buy these glorious gifts from the ground or the many artisan goods so commonly found there. This was precisely the problem faced by four friends in Fort Smith, who instead of just shrugging their shoulders and wishing things were different, decided to make a change.

“Fort Smith hosts two incredible farmers markets, but due to hectic schedules, neither of our families could ever make it there to shop for local, high-quality goods, and we were sad to miss out on these items,” says Kim Bice, who, along with her husband Josh, and their friends Dr. Sean Baker and his wife Erica, created Farmers Market Direct, an online and brick and mortar store in Fort Smith. “We knew if we felt this way, surely others did, too. Plus, if we missed the markets and still wanted these local products, we’d have to spend hours driving from farm to farm to find them. By bringing the farmers market to the people, we could not only meet a need for like-minded consumers, but also provide a platform for farmers and artisans to sell their goods every day of the week, not just on Saturday mornings.”

Their goal, in its essence, is a simple one: “Farmers Market Direct’s mission is to connect local farmers and artisans with urban consumers,” says Kim. “By doing this, we hope to build relationships, nurture the health of our community, and boost our local economy. That’s incredibly important to us— to get back to basics in our mindset and eating habits. We also hope that by providing this sales platform, it promotes a resurgence of entrepreneurs who want to focus on their craft and enables them to do what they love and make a living from that.” Of course, creating a “farmers market at your fingertips” meant offering the same products as weekend markets. Farmers Market Direct offers a wide variety of products including grass-fed beef; pasture-raised chicken and pork; fresh, local produce and flowers; baked goods; canned goods such as relish, chow chow, salsa, jam, jelly, apple butter, molasses, syrup, and honey; and hand-crafted items like artisan jewelry, small batch candles, soaps, natural skin care products, wall art, and more! They also feature Fort Smith’s first zero-waste soap refill station providing all-natural, eco-friendly, biodegradable, cruelty free, vegan, gluten free, US-made soap and cleaning products. In addition, they even have a small selection of non-GMO and organic foods and can easily connect customers with specialty products they may not be able to find elsewhere. “We try to source most things as locally or regionally as possible, but in some cases, there are no available options,” says Kim. “So, we try to source products that aren’t carried in other stores, and if there are certain items that people would like or need due to dietary restrictions, but haven't been able to find in other stores, we are happy to try to source them.”

Naturally, such a cornucopia of goods didn’t just materialize. Once they had the idea—as ingenious as it was—they had to get to work to source everything they would sell. “We

ran radio ads in rural Arkansas asking for ranchers, farmers and craftsmen to become partners, and the word spread,” says Kim. “We’re eager to make partners with all different vendors, which will allow us to offer more diversity. We hope that by handling the marketing and business side of things, it allows our vendors more time to work on their craft.”

“We spent four months cold calling local farmers, building relationships and asking about their farming practices and their grow methods,” adds Josh. “We want to ensure our partners grow with the most ethical and natural methods possible, without additives, chemicals, steroids, hormones or unnecessary antibiotics.” Fortunately, they were met with suppliers who were eager to talk about their products and practices and shared the information about this new venture with others in their circle, who were also interested.

While the Bakers and Bices come from different backgrounds, each team member brings unique skill sets to the table. Aside from their enthusiasm and passion for the project were individual strengths that made them invaluable to the whole. As someone who has been in grocery distribution for fifteen years, Josh, the COO, was knowledgeable about the pricing breakdown of dollars spent in the grocery store and knew how much of each dollar actually went back to the farmer— traditionally around ten to fifteen percent, while Farmers Market Direct determined to offer their partners sixty-six percent of every dollar spent at their store.

Kim, meanwhile, has worked for a number of non-profit organizations and has owned a photography business since 2009, giving her a good head for business and making her an ideal Director of Marketing. CEO Sean is a family physician at Mercy Clinic and a colonel in the Army National Guard. Having grown up in Haiti as a child of a veterinarian missionary, he developed a strong interest in farming. Erica, who serves as Chief Administrative Officer, is stay-at-home mom and the homeschool facilitator of four children, which takes an incredible degree of organizational skills. Completing the team is Bryan Patterson, Director of Warehouse Operations, and Cami Brakhage, retail associate.

Fortunately, this team of dynamic individuals received affirmation that their vision was not one without merit. Their launch was incredibly successful, and the promise it shows is encouraging, to say the least. As great a reception as they’ve been met with, however, the Bices and Bakers are fully aware that there are challenges to not only maintaining their success, but also growing it. “Most everyone agrees this is a great concept, but for us to thrive, we need the community to jump on board with our mission and realize the importance of eating locally sourced food and supporting our farmers and artisans,” says Kim. “Breaking the box store habit is going to be one of our biggest hurdles. It might be one more stop or a little out of the way, but we try to make it as convenient as possible—not only can you shop in person, but you can easily order online for home delivery or curbside pick up in Fort Smith. We offer competitive pricing, and believe our products have superior taste and quality. Customers are welcomed in a warm atmosphere and have the satisfaction of knowing the dollars they spend here are supporting local farmers, craftsmen, and the community. We encourage everyone to break the ‘box store' habit and check out the River Valley’s new specialty grocery store!”