Dave Ring, co-owner of the Downtown Farm Stand, always knew what the next step for his organic grocery store would be: a deli.
The Downtown Farm Stand opened in Muncie in May 2007. The local store offers 100 percent organic and sustainable food and cosmetic items. Ring said opening a deli was always in the original business plan, but he didn't want to rush into things.
"We didn't go into debt to do it, we just bought equipment a little bit at a time and we stayed in business," Ring said. "When we get a little bit of money to put towards it, that's what we do."
Ring, along with his wife Sara Ring, opened the Downtown Farm Stand to create an outlet for local organic farmers to sell their products. The store is now supplied by more than 40 local sustainable farms.
Ring said he learned from his experience as an organic farmer that finding a place to sell organic or sustainable food products is difficult.
"We always had problems selling what we produced," he said. "We knew there were people out there who wanted it, but we didn't have access to the consumer. Big grocery stores wouldn't carry our products, and farmers' markets can be unreliable with the weather and turn-out. They're seasonal."
The Downtown Farm Stand has garnered a considerable number of supporters in Muncie. Even though the grocery store is a small business for a niche market, Ring said many city residents quickly responded to the opportunity to buy organic and sustainable food items.
"We started off so small, I'm surprised anybody supported us," Ring said, "but my customers did. So this year our sales are up 70 percent from last year. I don't think — with the recession — you could ask for any more than that."
Ring said he hopes the number of his usual customers will grow with the opening of a deli. He said one of the most important communities in Muncie to tap into is Ball State students.
"It's important [to attract Ball State students] because I want to expose everybody and anybody to good quality food," Ring said. "At that student age people are maybe out on their own for the first time; they're learning eating habits that may stay with them for the rest of their lives. I hope that they take a little bit of the Downtown Farm Stand with them when they go somewhere. It just helps create a new awareness about organic food."
He said he realized during the store's two and a half years that prepared food would be more attractive to local college students.
"A lot of times what we've found is that when students come in they're not necessarily looking for groceries, and then they're disappointed to find out we don't have prepared food," he said. "They're always looking for prepared food, so I think that's going to be a very big part of our clientele."
The store had a soft opening of the deli four weeks ago. The menu offers 100 percent organic and sustainable deli options like sandwiches, wraps, salads, soups and tacos. The deli also offers the only fruit and juice bar in Muncie.
James Brock, a cook for the deli, said the most popular item so far has been the tacos, which — at $3 — are the cheapest food item on the menu.
"The chicken tacos are pretty popular," Brock said. "No complaints yet. Everyone says it's wonderful."
Ring started officially advertising the new deli last week. He said his main hope for the future of the Downtown Farm Stand is not major financial success, but growth in awareness around the area about organic, sustainable food and living. He said the deli is merely the next step to reach that goal.
"Basically [the deli] contributes to the store being sustainable and when I say sustainable, I mean economically sustainable and environmentally sustainable," Ring said. "It just allows us to take excess products that are produced in season by area farmers and turn them into dishes and things to keep them from going bad. It allows us to just attract more of a wide customer base. Maybe if people aren't into organic groceries but they just want really good food, they will come in and get something prepared."
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