By Shelby Shank
Field Editor
In the heart of Hale County, Layton and Jessi Schur are building something special—a family operated, direct-to-consumer retail store, providing their community with fresh produce and beef from their farm.
“We take pride in offering our homegrown products four days a week at our brick-and-mortar storefront,” Jessi said. “Our vegetables are harvested daily to ensure peak freshness for our customers, and our beef is raised with the utmost care to guarantee quality.”
In 2019, Layton had a dream to market their cattle directly to consumers. When the COVID-19 pandemic hit, that vision quickly became a reality.
“We sold three whole steers in under 30 minutes,” he said. “We knew that meat alone would not be enough, so we expanded into a market garden.”
The Schurs grow over 40 different vegetable varieties, specializing in staple summer crops on their 22-acre market garden, and raise Limousin cattle.
Their beef operation is the cornerstone of their farm. Layton’s grandfather started raising Limousin cattle in 1970, and over the years, Layton has expanded their bull business to include buying back calves from local producers to sell in their market.
“My family’s legacy and dedication to farming have driven me to continue improving and expanding our operation,” Layton said. “With the support of my wife and the involvement of my parents, we are committed to providing high-quality, locally-grown products and beef.”
This year, they will process over 100 beef cattle, ensuring a consistent supply of beef.
Located on the square in downtown Plainview, their storefront, Frontier Market, offers more than fresh food. It bridges the gap between the farm and consumers.
“In our rural community, many people are far removed from farming and don’t know where their food comes from,” Jessi said. “Our storefront allows us to connect directly with consumers and build personal relationships.”
They sell their beef and produce at several farmer’s markets in the area, too.
Layton also grows sorghum and cotton on the same land his grandfather bought in 1956, carrying on a legacy set before him.
“I’ve worked on my family’s farm my whole life and have watched significant changes, particularly the rapid decline of water,” Layton said. “This has necessitated a shift in farming practices from heavy tillage to more sustainable methods, including cover crop rotations to preserve the soil’s health.”
Each day, Layton and Jessi work to cultivate and deliver a high-quality product while staying true to their motto: Farm. Fresh. Local.
Once an elementary school math teacher, Jessi now runs the storefront full time.
“We were both raised with faith and are still dedicated to our church and community,” Jessi said. “We have found immense joy and bonding in building our business together. We are passionate advocates for transparent farming practices and always welcome consumers to visit and see how their food is grown.”
The Schurs have also expanded their services to include a Community Supported Agriculture (CSA) subscription and a bundle marketing service, which allows customers to purchase curated selections of their produce and beef.
“I’m very fortunate to grow up on the land my granddad started, and now I am able to return to those same acres where my dad still farms,” Layton said. “My wife and I have established our dream produce operation, serving our community with locally sourced meats and homegrown vegetables.”
Layton and Jessi are involved in both state Young Farmer & Rancher events and county Farm Bureau activities, as well as their church where Layton served as a head elder and now head trustee.
In January, they welcomed their first child, Sedonia, into the family.
“She’s already a part of everything we do. We look forward to her growing up with the same passion and love for agriculture as we do,” Jessi said.
Watch a video with the Schurs.
Outstanding Young Farmer & Rancher Contest
The Schurs are finalists in TFB’s 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.
Leave A Comment