Small-town retailer aims to create a central hub for all that is local with a store, commercial kitchen and catering service
EMERALD PARK, Sask. — When Audra Hill completed her master’s degree with a project on the local food movement in 2020, she knew a fire had been lit.
Equipped with a master’s in business and 15 years of experience in the corporate world, the then 34-year-old Saskatchewan native decided it was time to start an enterprise of her own that would tap into her farming roots.
“I grew up on a farm at a time when your neighbour wasn’t necessarily your competitor, they were your friends and your food suppliers,” said Hill.
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Seeing the disconnect that had developed between producers and consumers over the last several decades, Hill knew she was in a place to bridge the gap. Her idea was to start a local retail business — Farmer John’s Local Market — that would connect the community at large with the food suppliers in their backyards.
The arrival of COVID in 2020 and the food supply issues that ensued further motivated the mother of two to create a way for people to connect directly to those who were producing food locally.
“Having just completed my research project, my goals for my career really changed and I suddenly felt driven to helping people right where I grew up.”
Hill grew up in Milestone, Sask., and her husband, Jon, grew up in the Emerald Park, Sask., area. The couple left the area in their early working years to pursue corporate jobs. However, the desire to raise a family in a small-town setting led them to eventually buy a farm just outside of White City, Sask. There they raised their own chickens, calves, goats and sheep, selling their products to residents.
“After the COVID years of being so disconnected, I knew it was time to create that feeling of community again,” said Hill.
Farmer John’s opened its doors in Emerald Park, about 15 kilometres east of Regina, in March. It includes a bakery, eat-in area, canned goods, packaged products, fresh produce, frozen options and a fully stocked dairy case.
Suppliers like Pine View Farms of Osler, Sask., Coteau Hills Creamery of Moose Jaw, and R&J Milling of Riceton, Sask., keep the shelves stocked with “all natural” meat, artisan cheese and locally grown flours, flaxseed, lentils and quinoa.
Not only does Hill carry products from local suppliers, but she will help people get their product to market. With her knowledge of Saskatchewan’s agricultural supply system and the required regulations, she has worked directly with budding entrepreneurs to walk them through the business steps.
One of her success stories is about a local canner who was producing unique pickles, relishes and pickled eggs, but was unable to get retail approval. Hill facilitated the testing of about 75 recipes in a Saskatoon laboratory and now those products are on a shelf at Farmer John’s.
“We have amazing people who grow and make amazing products in this province,” said Hill, adding that it’s often regulatory issues that prevent local products from reaching consumers.
Synde Flaten of Scandinavian Sweethearts supplies Farmer John’s with a wide range of pickled goods from classic dills, carrots and beets to relishes, fruit and jams.
“It’s meant everything to me,” said Flaten of her partnership with Hill. She delivers dozens of jarred goods to Farmer John’s every second week.
Flaten has been selling her wares at the Regina Farmer’s Market for more than a decade, but she said serving a year-round retailer like Farmer John’s has offered her an opportunity that is financially stable and year round.
“I was very excited when Audra opened up because she’s strictly Saskatchewan and she’s local and that’s who I want to support because I get all of my supplies local and that’s just who I am,” said Flaten.
The response to the Farmer John’s concept has exceeded Hill’s expectations. It has not been uncommon for 100 cinnamon buns to leave the store in a day, or for families to come in and buy their entire grocery list at Farmer John’s.
“The community has been nothing but supportive of us since we opened our doors and many people come in and say, ‘we’re so glad you are open, it’s about time we have something like this,’” added Hill.
With a large commercial kitchen at Farmer John’s, 12 employees and a catering service, Hill wants to create a central hub for all that is local.
“We want to be that intimate place where you’re generally connected to the producers and you can shop without being overwhelmed,” said Hill.
She said her dream of adding strength to rural Saskatchewan has come true during the last six months.
“It makes my small-town heart happy.”
