Small Farmer, Big Dreams
Just east of Plainview, Texas, sits a small farm owned by Layton and Jessi Schur and Layton’s parents, Glenn and Dina Schur. Across their 22 acres, you’ll find cattle grazing, seasonal produce growing, and rows of fresh flowers.
Picturesque, yes. But what makes this track of land unique is that the fresh beef and produce eventually makes its way to the heart of the community in downtown Plainview.
Frontier Market is more than a business for the Schur family—it’s a feat of innovation in the arid plains of West Texas.
Cultivating a Legacy of Innovation
Layton is no stranger to the agricultural industry in the Texas Panhandle. His grandfather was a cotton and wheat farmer, and his father continued the legacy with groundbreaking water conservation techniques.
“My dad was a super innovative person, and I have to commend him for it,” he said.
His father was among the first to dive into the water conservation story using center pivots and soil probes.
From Concept to Community Hub
In 2019, Layton took a bold step by starting a direct meat market with three head of cattle.
“I remember kind of the eye roll… I don’t know if this gonna work,” he said.
But when those first three head sold in 30 minutes, it was clear there was a demand for local, fresh products. This success inspired Layton and Jessi to explore new ideas, including one that brought them to the door of Plains Land Bank.
Like Layton’s father, he and Jessi were trying to figure out how to use their land and water resources in the best way possible. Their journey took them to Denver, Colorado, where they learned about hydroponics. Although initial plans for large-scale hydroponics proved too costly, the couple pivoted, drawing inspiration from a market garden in Midland.
What intrigued them most was the idea that produce could be grown and brought directly to the local consumer. They started growing produce and purchasing high tunnels out of their own pocket.
They quickly realized they needed a storefront to sell their produce multiple days a week, and they soon sat down with Plains Land Bank.
“Our business was truly a little baby, and they took the chance on us. They were on our team from the beginning,” Jessie said. “I could see people not wanting to take a chance on us just because our business is such an unknown in this area of growing vegetables. But they were so willing to learn and listen.”
A Community-Fueled Dream
With the help of Plains Land Bank, Layton and Jessi purchased a historic building on the downtown square.
The grand opening of Frontier Market was a significant milestone, marking one of the biggest sale days.
“We sold cucumbers and radishes… we just hit a home run,” said Layton.
Frontier Market quickly became a hub for local produce, offering everything from lettuce mixes to cucumbers.
Looking Ahead
For Jessi, the most rewarding aspect of Frontier Market is the connection with customers.
“They truly make it worth it,” she said. “They’re just so appreciative and thankful.”
Looking ahead, Frontier Market is poised for growth. With plans to expand their offerings through a new commercial kitchen, Layton and Jessi are excited about the future.
“We really are evolving quickly on the farm and in the store, and our sales are really starting to show that too,” said Layton.
Frontier Market in Plainview stands as a testament to the power of innovation, community support and the legacy of deep-rooted commitment to sustainability passed down from generation to generation. With the backing of Plains Land Bank and a passion for serving their community, the Schur family ensures fresh produce is always within reach for their neighbors.
This article was originally published by Plains Land Bank.
