By Shelby Shank
Field Editor
Frontier Market on the historic square in downtown Plainview is where the Schur family’s farm meets the community.
Layton and Jessi Schur raise beef cattle and grow more than 30 seasonal vegetables that they sell directly to consumers.
“What makes our operation unique is that everything we sell is either grown or raised by us,” Jessi said. “Frontier Market isn’t just a business. It’s a mission to feed people well, steward the land with care and inspire younger generations to see a future in agriculture.”
That mission traces back to Layton’s grandfather, who purchased the family farm in 1956.
“I’ve been working on our family farm for as long as I can remember,” he said. “I grew up immersed in agriculture, breeding and showing Limousin cattle through 4-H and FFA.”
After earning a degree in agricultural economics, Layton returned home to fulfill his dream of farming alongside his dad growing sorghum and cotton.
Over time, declining water resources and irrigation challenges pushed Layton to reimagine the future of their farm.
“Those limitations made us think differently,” Layton said. “We had to move away from a traditional row crop model and introduced a direct-to-consumer approach.”
By 2020, the vision became a reality, and the Schurs began selling their beef directly to consumers.
“We started small, but the response was immediate,” Jessi said. “We sold three steers in under 30 minutes on Facebook.”
Soon three grew to six, six to 12, and the couple realized there was a strong demand for locally-grown food.
“One night, Layton came to me and said, ‘What if we grew vegetables?’ I thought he’d lost his mind,” Jessi said.
They started with a backyard garden with just three tubs of dirt and a lot of hope. Today, the Schurs manage a 32-acre market garden supplying their storefront and farmers markets across the Panhandle.
“We’ve learned that if you listen to your customers and anticipate their needs, you can grow in a way that’s sustainable for both your business and your community,” Layton said.
Instead of selling beef whole, or in halves and quarters, they transitioned to USDA-labeled retail cuts.
“By offering individual cuts, customers could buy exactly what they wanted, and that changed everything for us,” Layton said.
The shift nearly doubled their profitability per pound, creating opportunities to reinvest in infrastructure and growing their team.
The Schurs started offering bundle boxes, including a $100-value monthly beef subscription with vegetables.
“These boxes give families an easy way to plan meals while helping us stabilize demand,” Jessi said. “During peak season, we sell out entire steers just through subscription.”
Expanding into farmers markets has drawn customers from nearly 60 miles away, and the Schurs have grown from serving 100 families a week to more than 800 families.
The couple use social media and a weekly newsletter to share behind-the-scenes farm stories, recipes and candid moments from planting to harvest.
“We’ve created an approachable space for community members to engage in conversations about agriculture,” Jessi said. “That direct face-to-face connection allows us to bridge the gap between consumers and farmers, building transparency and trust.”
Layton and Jessi are active in both state Young Farmer & Rancher (YF&R) events and county Farm Bureau activities. Jessi also serves on the Texas Farm Bureau YF&R Advisory Committee. The couple is active in their church where Layton serves as the head elder.
They enjoy raising their daughter, Sedonia, on the farm and teaching her about the family business.
“We’re constantly learning, and we’re not afraid to pivot when something isn’t working,” Layton said. “At the end of the day, we’re here to serve our community. If we keep listening and evolving, the farm will grow right alongside it.”
Watch a video with the Schurs.
Outstanding Young Farmer & Rancher Contest
The Schurs are finalists in TFB’s 2025 Outstanding Young Farmer & Rancher Contest.
The contest recognizes young men and women ages 18 to 35 who are involved in agriculture but do not earn their primary income from a farm or ranch enterprise.
Information on the contest and TFB’s YF&R program can be found online at texasfarmbureau.org/YFR.
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