WEISENBERG TWP., Pa. — When Reuben DeMaster of Willow Haven Farm set out to open a new grocery featuring food from local farms, he knew there would be upfront costs.
But he said he didn’t know how many there would be.
“We discovered that, for example, the [state] Department of Environmental Protection has a say in regulating the water,” DeMaster said. “So there is a significant expense to add approved water stores.
“The township has concerns about the electrical systems and it's going to be asking us to do extensive upgrades to the electrical system in the building.
“And that's on top of all the expenses just creating a space, getting the equipment, stocking a store.”
“People tell us over and over again that they wish there were more food options. They wish they could support small businesses. They're tired of going to some of the larger food chains. They're looking for more of a sense of authenticity and transparency in the food supply. And that's our goal, is to provide that."Reuben DeMaster of Willow Haven Farm
DeMaster now is looking to raise $50,000 to help pay for those expenses and open an organic grocery store called Willow Haven General Store at 8150 Hamilton Blvd., Trexlertown.
The location was previously home to Cycledrome bicycle shop.
About 80% of the store's products would be from local farms.
“People tell us over and over again that they wish there were more food options," DerMaster said.
"They wish they could support small businesses. They're tired of going to some of the larger food chains. They're looking for more of a sense of authenticity and transparency in the food supply.
"And that's our goal, is to provide that. So we really think that our members and our community members and partners are going to be very supportive of this process.”
The campaign has raised only about $4,000 so far, but DeMaster said he is reaching out to more community members to spread the word.
The plan for the store
DeMaster said the store would be an expansion of the small shop on Willow Haven Farm, which sells food from his and other local farms.
The grocery would be open from 8 a.m. to 7 p.m. Tuesdays through Saturdays.
The 3,800-square-foot space will have a bakery, a children’s farm market play area and a barista, according to the crowdfunding website.
DeMaster’s business partner Bill Kuklinski said previously that prices would be on the higher end but comparable with chain supermarkets.
“I think the people that are shopping for organic at Wegmans or Whole Foods are going to find that our prices are right at that level,” Kuklinski said.
When will the store open?
DeMaster said he is not sure when the store will open, primarily because of delays in the regulation process.
“Every step takes longer than it seems like it should."Farmer Reuben DeMaster
For example, it took three weeks to get the location of the new well approved, he said.
“Every step takes longer than it seems like it should,” DeMaster said.
DeMaster said he thinks it’s difficult for small businesses to navigate the steps needed to open a new location.
“As a small business, a small farm, we don't have a lot of financial resources. And we're not a large company with financial backing,” DeMaster said.
“So when a corporate chain comes into the Valley, they have a whole team of people and financial resources to get through all of these things.
"But when small businesses try to open up, in a lot of cases, like us, we have to learn the regulations as we go.”
The crowdfunding website sets an end date for its setup as June 30, but DeMaster said that date may need to be pushed back, depending on what regulators need him to do.
“They're gonna tell us what work has to be accomplished," DeMaster said. "And then we're gonna make sure that that work gets accomplished as quickly as possible.”
