By Tia Lynn Ivey managing editor
The much-anticipated Farmview Market, which features a specialty grocery store, butcher’s shop, and farm-to-table café, opened to large crowds last Wednesday, Feb. 17. A couple thousand of people came and went throughout the day, testing samples, purchasing local products, and dining in the café, which is stocked with local meats and produce. “Things went really well,” said Laura Rotroff, Marketing & Communications Manager for Kelly Products. “There were guests waiting outside at 7 a.m. and there was steady traffic all day until closing at 7 p.m. We had a couple thousand people on opening day.” Farmview Market is the result of a unique public-private partnership between Morgan County Government and Kelly Products of Covington. Keith Kelly envisions Farmview Market to become the model facility to bring together a local region’s best meat, produce, and products. “Our goal with Farmview is to provide unique shopping, educational and agritourism experiences for families and guests,” said Keith Kelly, president & CEO, Kelly Products, Inc.
According to Kelly, Farmview Market products have been chosen with care, and guests will find a large selection of hyper-local and Georgia Grown products throughout the grocery, butcher shop and café. The grocery houses a unique collection of Georgia’s best products from local, fresh ground coffee, to heirloom variety seeds and grains, to dairy products and fresh produce, to health and wellness products, artisan crafts and more. The butcher shop will feature fresh local proteins cut to order. The café will feature a seasonal menu. For lunch, guests can expect garden fresh salads, sandwiches and weekly special entrees. The Farmview bakery will have fresh baked pies, cakes and pastries as well as ice cream made with all Georgia ingredients. And that is exactly what the first round of customers at Farmview Market’s opening experienced. Customers not only purchased a cast array of locally-produced items, but were treated to an educational experience throughout the day. “Springer Mountain Farms was demoing in the butcher shop and that was well received. He was not only cooking up samples of their delicious chicken, but also giving tips on how best to cook chicken,” said Rotroff. Farmview Market staff quickly learned which items were crowd favorites. “We had Proper Pepper pimento cheese sampling in the grocery. She was demoing the cheese with Wisham Jellies strawberry jalapeno jelly and we sold out of both items,” said Rotroff.
“We had fresh bread from Bread & Butter Bakery out of Covington and Luna Baking Co. of Athens, which all sold out. We also have gourmet, fresh cake in the grocery and we sold a lot of cakes and half cakes. The produce section was busy all day. We sold a good deal of our health and beauty products, too.” The Farmer’s Plate special, a fried-chicken dish, The Farmview Burger, and Pimen-Tom Cheese sandwich with bacon, all served at the Café during lunch, were all guest favorites. “It was a hit,” said Rotroff. Farmview Market is located one mile south of Interstate 20 on Hwy. 441 in Madison. Farmview Market incorporates a grocery store, specialty butcher shop and casual café—all featuring delicious, locally sourced offerings. For more information, visit farmviewmarket.com. The Market/Butcher shop hours will be 7 a.m.-7 p.m. Café Lunch Service will be from 11 a.m.-3 p.m.