Farmview Market Offers Fresh Take on the Community Grocery

Kelly Products, a leading provider of essential information and automation solutions to the agribusiness industry, announced its new specialty grocery and café, Farmview Market, will open this fall. This new local foods destination encompasses a traditional, full-service butcher shop and specialty grocery and a farm-to-table café. Also on site will be a seasonal farmers market opening next spring.

“We want to offer an experience that stands alone in the minds of our guests with many of our items being prepared and created in store,” said Richard Rotroff, general manager, Farmview Market, adding, “Our grist mill allows for the freshest ground flour and grains that you can find. Local fresh ground coffee and self-filled oils and detergents add to the unique experience of the grocery. A new twist on the traditional butcher shop will bring fresh local cuts along with numerous ready-to-cook value-added recipes that will make fresh meal ideas easy.”

Located in Madison, Georgia, one mile south of Interstate 20 on GA Hwy 441, the facility is being constructed around two historic barns from the mid-1800s, purchased in the Northeastern U.S. and being reconstructed on site.

“These barns are truly stunning and something to see. The construction lends to the ambience of the venue, telling a story and enriching the Farmview Market experience,” said Keith Kelly, president and CEO of Kelly Products.

The specialty grocery core offerings will include proprietary meat products, coffee, dairy, produce, nutrition and wellness products and artisan crafts—in short, high quality items that are uniquely local, Southern or agrarian.

“We have spent a lot of time curating a unique collection of some of Georgia’s best products – from the grocery, to the butcher, to our café menu. We are a Georgia Grown Founders Circle company and Georgia Grown products will be displayed throughout the facility,” said Rotroff.

Central to the mission of Farmview Market is education.

“We want to bring families and communities closer together and closer to their food. We are fortunate that our region has such a vibrant agriculture industry. We want to provide real value for our farmers and suppliers to maximize participation in this effort,” said Kelly.

Kelly Products’ philanthropic work supports a number of local, national and global nonprofit organizations. Farmview Market will offer a selection of finely crafted artisan fair trade products for which sales will support communities in developing countries.

The Farmview farmers market will be open seasonally on Saturdays and will showcase local farms and artisans, with demonstrations and entertainment. There will also be a you-pick operation.

“The you-pick will start small so that the plants get the proper care needed to become established. We are exploring several perennial fruit options and plan to plant a couple of select areas on the property within the first year, as most varieties take at least two years to get established and start really producing. There are many varieties that do well in our region with little inputs other than fertilizer and that really fits in with what we are trying to promote throughout this development,” said Brad Kelly, farm operations manager, Kelly Products, Inc.

Farmview Market will be a community resource. In partnership with Morgan County, Farmview Commons will be a 15-acre community park on site, open to the public year round.

“Morgan County has been instrumental in the successful implementation of our project,” said Kelly. “Leadership in the community truly understands and supports our vision and have a vested interest in growing the county’s already thriving agricultural and tourism base.”

Farmview Market is a Kelly Products’ company, developing as a natural outgrowth of the Kelly family’s business and personal interests around farming, agriculture, education and community engagement.

“Putting these venues together on one property is unique, and to be part of the local food continuum – promoting sustainable practices and a sense of community is very exciting,” said Rotroff, adding, “What could be more rewarding than helping people eat better, feel better, and live better?”

Farmview Market is currently seeking suppliers with products across the following categories: fresh meats and proteins (beef, pork, poultry, and seafood), produce and specialty grocery products. Access sourcing partner information here. Interested producers should contact Brad Kelly, at or 770-385-1187.

About Farmview Market

Farmview Market is a new retail complex that incorporates a grocery store, specialty butcher shop and casual café—all featuring delicious, locally sourced offerings. It fuses elements of Georgia’s rich agrarian heritage with a sensible approach to sustainability to present a truly unique food and educational experience for guests. Our company is built around the belief that helping people understand where their food comes from—and the positive impact buying local and eating healthier can have—will result in more vibrant, connected and economically sustainable communities. For more information, visit

Laura Rotroff
Marketing & Communications Manager
Kelly Products, Inc.