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Paul and Ashely Allen opened Farm 2 Counter Inc.’s convenience store on North Broadway Avenue.
Wes Hamilton
Paul and Ashely Allen opened Farm 2 Counter Inc.’s convenience store on North Broadway Avenue.

Farm 2 Counter Inc. opens first convenience store


Paul and Ashely Allen opened a storefront Dec. 8 to compliment their web-based Farm 2 Counter Inc. grocery delivery service.

Paul said the newly married couple spent about $100,000 completely remodeling the leased convenience store in the Woodland Heights neighborhood at 2006 N. Broadway Ave., once Broadway Corner Store. Declining to disclose the rent price, Paul said they have the option to purchase the building from Marilyn Hansen Meyer Trust.

“We’ve converted it all LED – all smart lights. We have over 60 smart lights that change colors,” Paul said of the smart devices that can control the lighting, temperature, music and security system from his cell phone. “The lights can dance to music.”

Ashely manages the front of the store, Paul said, and took the lead with decisions concerning decor as well as signage from Sign US.

“We feature a lot of local products,” he said of the selections that include Neighbor's Mill Bakery & Cafe bread. “And what we don't get in locally, we try to get organic. We have Missouri's only organic soda fountain machine.”

Organic sodas from Idaho-based Tractor Beverage Co. run $2.49 to $2.99, Paul said.

The new store also features a small selection of alcohol, including vodka and whiskey.

 “Craft beer is what we focus on,” he said. “We have (Pabst Blue Ribbon) and we have [Miller] High Life 40 ounces. … but 90 percent of our beer selection is craft beer.”

The Allens also moved their online operations and delivery service to the storefront.

“We are a local grocery delivery service to the local area,” Paul said of the business that earned him the 2017 Springfield Business Journal Economic Impact Awards Entrepreneur of the Year. “We deliver every Friday. We bring the local farmers market to you.”

Customers subscribe online to receive packages priced between $35 and $100 filled with fresh produce and meats selected by the company or by the customers.

The company grossed $240,000 last year, Paul said, and with the new store it is on track to hit upwards of $500,000 this year.

“We’d be tickled pink if that happened,” he said.

After establishing this location, Paul said they plan to open a gas station.


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