Small-town grocers find their niche in southwest Iowa

It may seem difficult or maybe even impossible for small town grocers to stay in business with chain stores constantly expanding, but in southwest Iowa, some locally-owned and managed stores are staying competitive with the large supermarkets.

Tom Mulholland of Mulholland Grocery in Malvern, Mike Wake of Tabor Grocery in Tabor and Dan Newman of Newman’s Thriftway in Glenwood are the three small-town grocers that have managed to not only stay in business, but to stand out in a time when big grocery stores seem to be taking over much of the market.

Mulholland reopened his family business back in May 2008 when he returned to work at the Malvern store. It had been in the family and in Malvern since the 1870s. It was out of the family for 17 years before he came back.

Mulholland said that his store is the furthest from a Walmart than the other small town stores in the area, which helps his business.

Mulholland’s is known for their selection of meats and homemade products, which is how Mulholland said his business is able to thrive. Many people come from other towns miles away and take home 25- 50 pounds of meat at a time.

“Make yourself unique,” Mulholland said. “Have many homemade products that bring people in from other areas.”

Mulholland said in order to keep up with the latest and most popular products, he goes to food markets and talks to other storeowners about what works for them. They share ideas among each other.

“I am always looking for what’s hot on the market,” Mulholland said.

Tabor Grocery was reopened a few years ago after being closed for 15 months. The town came together to buy the building and then Mike Wake and his son, Steven, invested in the business.

Wake said the town came together to reopen the grocery store, and the townspeople are the customers keeping the store open. Volunteers help stock the shelves and keep things running. Wake even has a friend come in and volunteer his time to cut the meat for the store.

“A lot of volunteers come in and do things for the store,” Wake said. “That is how we keep prices down. We have less employees than the Casey’s across the street.”

As convenient as it is to have volunteers come in and do work, what really helps the grocery store in succeeding is loyalty from the people who live in Tabor.

“Loyalty is important,” Wake said. “You need the people of the town to be supportive of the business.”

Wake said unfortunate-ly, there are a lot of people from Tabor that work out of town. In the 15 months, there was no store, those people got in the habit of stopping at one of the big-city stores to get what they need, which was a loss for the store. Although, the store is gaining that much-needed loyalty back.

It really is a community effort that keeps the store running, and that is what makes it unique.

“The sign says it’s built with hometown pride, and that holds true,” Wake said. “It was built for the people, by the people.”

As far as expansion goes, Wake said they just switched to a new food supplier. 

They also are now selling Chester’s Chicken, getting new cash registers and keeping up with maintenance projects.

To Wake, the money aspect of the store is not the important part. He just wants the store to continue staying in business. 

“We got into it to keep the store,” Wake said. “Not to make a million bucks.”

Newman first opened a grocery store in Glenwood in 1981, when it was then called Dan’s Jack and Jill. He later relocated to the former Demory’s grocery store building in the Plaza, now known as Newman’s Thriftway.

Newman’s Thriftway is a community store that actually has in-town competition. It is one of the last self-owned grocery stores in a community the size of Glenwood.

“The one advantage we have is I’m the last independent store owner in a community this size,” Newman said. “I care that my customers leave happy.”

Newman said staying in business can be difficult, but by controlling expenses, listening to customers and standing out in the meat department helps his business.

“It is always a challenge,” Newman said. “But overhead is key.”

Newman listens to his customers as much as he can. Every week, he adds products to his shelves. He takes recommendations and makes sure each customer leaves happy.

“I always take requests,” Newman said. “And then I accommodate those requests.”

Newman said his meats are a popular attraction to his store. He cuts the meat himself and with his customers in mind.

“I want to ensure people get the best quality,” Newman said.

In the back of his mind, Newman may be expanding at some point. He has put many years into building this business and he has no plans of leaving Glenwood.

“I have no desire to go any other place,” Newman said.

Mulholland Grocery, Tabor Grocery and Newman’s Thriftway have managed to stay in business with the large-chain stores expanding because they are unique in their own ways and they care about who comes through their doors.