In the latest episode of IGA's retailer interview series, President & CEO John Ross sat down with Russ and Stephanie Burkholder of Burkholder's Country Market in Spring Mills, Pennsylvania. Watch the interview below or keep reading to learn how a store built on a founder's leap of faith is now carried forward by the next generation.
From a skeptical valley to a thriving store. Russ's father started the business in 1985 with a small deli, bulk foods, and local produce. In 1992, he moved the store to a cornfield on the outskirts of town — a decision the community was sure would fail. Instead, the store thrived, doubling in size to 30,000 square feet by 2000. Russ and his wife Stephanie bought the business from his father in 2013, and while the elder Burkholder is still "phasing out," Russ says his continued presence and experience remain invaluable.
A husband-and-wife team that evolved naturally. Stephanie, a practicing LPN, spent years in the medical field before gradually taking on more responsibility at the store, starting with payroll and growing into scanning and coordination work. That shift has freed Russ to focus on broader ownership responsibilities, from vendor relationships to capital decisions, rather than serving as backup for every position himself.
A disciplined approach to investment. Russ evaluates every capital expenditure through a simple lens: will it improve the customer experience, help retain or attract shoppers, or make the business more money? He's candid that a small independent can't afford a full facelift every decade, so cleanliness, functioning equipment, and friendly service take priority over flash.
Culture starts at the top. Asked how Burkholder's cultivates a customer-first culture in an industry facing labor shortages industry-wide, Russ pointed to ownership setting the tone: acknowledging staffing challenges honestly while still demanding excellence in every customer interaction — an attitude, he says, that costs nothing but makes all the difference.
Giving back through the county fair. Each year, the Burkholders attend a massive local county fair's 4-H livestock auction, spending roughly $30,000 to purchase animals raised by local kids. They then have the animals, packaged with custom 4-H stickers, and sold in-store. It's not a significant profit driver, but a way to reward young people's hard work and reinforce the store's role as part of the community fabric, not just a place to buy groceries.
Raising the next generation without pressure. With three kids of their own, including a 16-year-old who's already worked both an outside job and at the store, the Burkholders are open to a third generation taking over one day, but say the choice will be entirely up to their kids.
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