Wheatsfield History Continued

…The newly incorporated MAFA soon moved from Alumni Hall to a small space at 114 Des Moines Avenue in downtown Ames. As demand grew, the organization relocated in March 1977 to a storefront at 136 Main Street, just east of what is now the Hobby Shop. These modest locations offered bulk foods, supplements, milk alternatives, and local produce to the Ames community.

In 1980, MAFA moved again—this time to 413 Douglas Avenue, part of what is now the Octagon Center for the Arts. The larger, 1,200-square-foot space allowed for expanded offerings, including bulk bins, a produce cooler, and a walk-in cooler.

In 1985, member-owners voted to rename the store Wheatsfield Grocery and implemented the Share Investment Plan. The 1990s brought several store resets and remodels. In October 2001, Wheatsfield expanded by leasing the adjacent space formerly occupied by the Ames Historical Society, increasing retail space to 1,975 square feet. A wall between the two units was removed, and the store was completely revamped with new products, shelving, and a small seating area. Membership and sales surged. In June 2002, a second checkout lane and a point-of-sale system were added to accommodate the growth and soon after, the Board of Directors initiated steps to legally establish Wheatsfield as a cooperative in Iowa. In January 2005, Wheatsfield Cooperative was officially formed.

In July 2005, the Board replaced monthly cash register discounts with a patronage dividend system, allowing profits to be allocated and then distributed to member-owners based on their purchases. The first patronage dividend was declared in 2006.

As space constraints at Douglas Avenue became more apparent, the Board searched for a larger location. In 2008, Wheatsfield signed a lease to renovate and occupy the former Sigler Printing building at 413 Northwestern Avenue. This new location offered ample parking, a loading dock, and triple the space of the previous store. Additions included a fresh meat department, deli, expanded seating, and many new products. The new co-op location opened on March 18, 2009.

After several years, the Board undertook a major renovation project to better serve member-owners and prepare for the entrance of potential competitors into the Ames market. The project, completed in January 2017, increased retail space to over 8,600 square feet, with the full building (and part of the adjoining warehouse) totaling nearly 20,000 square feet. Improvements included more parking, a delivery truck drive, a full-service meat counter, a coffee and juice bar, a teaching kitchen and community room, additional restrooms, two more cash registers, and a new two-sided hot/salad bar. A deck oven was also added to the bakery, enabling the launch of an artisan bread program.

In 2017, sales reached $7.1 million following the expansion. However, the opening of Fresh Thyme in Ames in 2018 changed the competitive landscape for the co-op and sales decreased significantly. The co-op responded by closely examining operations to reduce expenses and regain market share amid increased competition.

Wheatsfield rebounded after Fresh Thyme closed its Ames store in November 2019. Sales began rising immediately and continued to grow through the COVID-19 pandemic. Despite widespread challenges, the co-op remained committed to providing a safe place to work and shop. The quick addition and success of a curbside pickup program as the pandemic was taking hold in March 2020 offered a glimpse into how grocery stores may operate in the future.

In a historic milestone, Wheatsfield surpassed $8 million in sales during the 2021–2022 fiscal year—realizing the vision set forth by the 2016 expansion. While sales have continued to climb, the co-op faces ongoing pressures: inflation, supply chain issues, rising personnel and operating costs, and more. Recovery from Fresh Thyme’s impact was still underway when COVID-19 introduced a host of new challenges. Careful cash management and expense control remain essential to move closer to consistent operating profitability.

Federal relief programs, including Paycheck Protection Program loan forgiveness and the Employee Retention Tax Credit in 2021 and 2022, helped stabilize the co-op’s finances. In January 2023, a major HVAC and air filtration upgrade was completed in the kitchen to improve working conditions for deli and bakery staff while reducing environmental impact. Member loans from prior expansion projects are still being repaid, classes and events have resumed, and the co-op continues to promote a healthy environment and a socially just community.

In August 2024, Wheatsfield celebrated its 50th year of serving the Ames community. A Golden Jubilee celebration took place in the front parking lot, featuring a beer garden, music tent, food trucks, kids’ activities, and participation from vendors and community organizations. Sales are expected to reach $9 million at the end of the June for the 2024-2025 fiscal year and plans are underway to serve Wheatsfield member-owners for the next 50 years.

Linda Johnson, current General Manager, is retiring at the end of June after leading the co-op for 25 years. Linda led Wheatsfield through much of the history outlined above and helped build a competent management team and staff, a strong and collaborative board culture, and a thriving store. The board announced its intent to hire Stacey Brown, Store Manager and Wheatsfield employee since 2001, as its next CEO at the Annual Meeting in October 2024. Stacey and Linda have been working closely together to prepare for the leadership transition over the past months so that the co-op continues to be a beacon of community ownership, sustainability, and delicious, nourishing food.