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, fresh, seasonal produce growing, and rows of flowers showing their blooms.
Picturesque, yes. But what makes this track of land unique is that all the fresh beef and produce eventually makes its way to the heart of the community in downtown Plainview.
See, Frontier Market is more than a business for the Schur family—it’s feat of innovation in the arid plains of West Texas.
Cultivating a Legacy of Innovation
Layton is no stranger to the ag industry in the 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.” Layton went on to say how 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 just 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. Layton was captivated by the potential, saying, “Man, if I can have a hand of God if you will… that’s pretty cool for a young farmer.” 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 consumer right here in Plainview. 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. So, they sat down with Kenneth from Plains Land Bank.
As Jessi recalled that meeting, she shared, “…our business was truly a little baby, and they [Plains Land Bank] took the chance on us. I mean, they were on our team from the beginning…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.” And while Kenneth has since retired, they have continued their partnership with Travis, their local Plainview Loan Officer.
A Community-Fueled Dream
With the help of Plains Land Bank, Layton and Jessi purchased a historic building on the downtown square. “We really wanted a location that has some nostalgia… the local thing,” Layton explained.
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… they’re just so appreciative and thankful,” she said.
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.
