Organic Growth: Mama Jean's Natural Market

They can tick off a list of strong sellers inside their health-food store, from food and produce to bulk items and spices, but they both agree on the single biggest factor in their growth.

“It’s our customers,” Hicks says. “Our customers are loyal, and they are responsible for a lot of our advertising. They tell people.”

Mama Jean’s has 6,650 square feet at 1727 S. Campbell Ave. to sell organic produce, bulk food, deli items, supplements and natural care products.

Family tradition

“Mama” Jean Farbin started the first store, called Jean’s Healthway, more than 25 years ago out of her Ava home. According to Bob Liebert, founder and owner of Teeter Creek Herbs in Ava, the Farbin family has done its best to cater to individual needs and educate its customers. Liebert has sold herbal tinctures and supplements to the family’s stores for 25 years.

“I think we need to educate people more,” Hicks says. “Like when people ask, ‘What’s the deal about organic produce? Why would I want to eat it?’ … Susie always says, ‘We try and stay away from the “cides,” you know, herbicide, pesticide, suicide.’”

“I tell people if the bugs don’t eat it, we don’t want it,” adds store manager Kelly Norman.

Norman is the daughter of Susie Farbin and carries the family tradition into a third generation. Susie Farbin learned the trade alongside “Mama” Jean Farbin at Jean’s Healthway in Ava and so did Norman.

“Ever since I was just barely looking over the counter, I was checking people out,” Norman says.

Mama Jean’s No. 2

The seeds Jean Farbin planted in Ava have bloomed in Springfield and are about to bear fruit in the form of a second store.

“The Springfield store was so well received that we’ve been able to add more and more things,” Farbin says. “We are bursting at the seams. A new store will take a little bit of pressure off of this location.”

According to Farbin, expansion in south Springfield will target fresh food and prepared food. People have less time and Mama Jean’s plans to offer them healthy eating on the go, expanding on their menu of pre-made sandwiches and salads. They also will be expanding their produce and meats.

Opening in October, the new store will be located near the intersection of Republic Road and National Avenue in Matt O’Reilly’s Green Circle shopping center.

Designed with energy efficiency in mind, Mama Jean’s will fit right in with Green Circle’s natural theme.

“It’s an ironic thing,” says Hicks, who holds a day job in internal communications at O’Reilly Automotive Inc. “I work at O’Reilly and have known Matt since he was a baby.”

Lately, Farbin has been busy picking out floor covering for the new store made from tires – recycled, of course. They are trying to use recycled materials as much as possible.

Vendor Liebert expects great things from Mama Jean’s second location.

“I just think that there is great potential there,” Liebert says. “Mama Jean’s has a good thing going. Every time I go in there, Susie has a new project she’s working on. I think she can pull it off.”

Healthy business

The success of Mama Jean’s isn’t just a local trend, according to Tracy A. Taylor, senior vice president of public affairs and strategic initiatives at the Natural Products Association.

“Organic and natural foods have been experiencing double-digit growth, which is projected to continue into at least 2008,” Taylor says. “Reasons … include a desire by a growing number of Americans to avoid preservatives, pesticides and similar substances in the foods they eat.”

It is a trend Margie Reiners, co-owner of the Morningland Dairy in Mountain View, has seen first hand. Reiners has seen the demand grow as the public has become more aware and educated about healthy eating. She sells about 60 pounds of cheese a month through Mama Jean’s.

“We’ve been doing organic, whole-milk cheese for 27 years,” Reiners says. “It’s becoming more popular with more people. Organic is now a household word

Local Suppliers

Mama Jean’s takes care to stock locally produced items wherever possible. Here are a few of their Ozarks’ suppliers.

Ozark Exotica – produce

Back Country Naturals – oils, lotions, soaps

Hallams Inc. – honey, jelly

Morningland Dairy – cheese

Teeter Creek Herbs – herbal tincture, supplements

Bechard Family Farms – eggs, soap

Autumn Olive Farms – free range chicken, eggs

Autumn Lane – eggs

Fort Bison Ranch – buffalo meat

Bread of Life – baked goods

Serenity Farms Breads – sourdough breads

Hammons Products – black walnuts

Memory Lane Dairy – milk

Mama Jean’s Natural Market

Owners: Susie Farbin and Diana Hicks

Founded: December 2002

Address: 1727 S. Campbell Ave., Springfield, MO 65807

Phone: (417) 831-5229

Web site: www.mamajeansmarket.net

E-mail: mama_jeans@sbcglobal.net

Products: Organic produce, bulk food, deli, supplements and natural care products

Employees: 22