SOUTH DEERFIELD — As Atlas Farm Store’s operation grows each year, ownership has decided that the store will become its own separate entity from the farm to ensure the growth of both.
“It’s something we’ve been contemplating for a while,” said Atlas Farm owner Gideon Porth. “It’s become quite a business of its own and it’s time for it to stand as its own entity. … It felt like it was a place where it was ready to grow into a new chapter.”
Opened in 2013, the store’s ownership will transfer to current General Manager Kelly Hickey at the start of 2022.
“I’m really excited,” said Hickey, who has worked at the store since 2018 and been general manager since 2019. “It wasn’t something that I thought would happen.”
She said she will have to adjust to a lot of the behind-the-scenes business aspects, but she has plenty of experience with operating the store.
“It’s pretty turnkey and I know what to expect in the normal operation of the store,” Hickey said. “I’m learning and getting used to things on the back end as a business owner.”
Porth said operating both the store and the 100-acre farm was becoming so much that he couldn’t effectively manage both, and the split will help both entities.
“It’s become too much for one guy to manage,” Porth said. “I think it will allow the store to tailor its finances to what the store needs and allow the farm to do the same.”
The shift in ownership follows dissolving discussions with the Franklin Community Co-op, which owns and operates Green Fields Market on Main Street in Greenfield and McCusker’s Market in Shelburne Falls.
“They just weren’t able to reach terms that made sense for both parties,” Hickey said. “This is kind of an alternative to that.”
While the store’s ownership is changing, Atlas Farm will still own the property and building, which the store will rent. Porth stressed any changes to store operations would be so minor that customers might not even notice.
“If shoppers didn’t hear the news, I don’t think they would notice,” Porth said. “Our produce will still be featured front and center. … All the staff are staying.”
Hickey emphasized the store will continue all its current programs and will hopefully expand them.
“That’s the idea. We’re looking to work with all the same vendors and hoping to see the same customers. … We want to continue our growth in the way we have been doing,” Hickey said. “We’ll continue to have a really close relationship with the farm.”
Hickey highlighted the prepared food program and an increased focus on the Supplemental Nutrition Assistance Program (SNAP) and Healthy Incentives Program (HIP) as things she would like to see.
“A pretty big percentage of our sales are SNAP and HIP,” she said. “We’re really excited on increasing food access.”
More community events are also planned depending on the pandemic’s grip of the region. Hickey said there have been meals offered in the farm’s field and other fun events in the past that she’d like to bring back.
“I’m really excited about engaging with the community,” Hickey said. “And continuing to do that, hopefully as things improve in terms of public health.”
Porth said the split is a “step in the evolution of the business” and will benefit everyone involved.
“We’re really excited about it. … It’s not happening for any bad reason, it’s all for the good,” Porth said. “We’re looking forward to it working out.”
Chris Larabee can be reached at clarabee@recorder.com or 413-930-4081.