At Countryside Farm & Market, passion takes root in every plant
STORY AND PHOTOS by Sara Schafer
Step inside the door at Countryside Farm & Market and you’re greeted by a sea of green — and then the color hits. Thousands of hanging baskets sway gently in the breeze. Beneath them, neat rows of succulents, bedding plants and herbs stretch across the benches. This Cuba establishment is a plant lover’s dream.
But what sets this greenhouse apart isn’t just what you see. It’s how those plants began. Unlike many garden centers that rely on shipped-in inventory, nearly every plant on these tables was grown by owner Joel Raber.
“We sell anything from herbs to house plants to succulents to vegetable plants, and then all kinds of annuals and perennials,” Joel says. “Hanging baskets are probably our biggest thing, but if it blooms, we try to carry it.”
While snow is still on the ground, Joel and his team are busy in the greenhouses. “We start planting the first of February, and we plant pretty much every day until the first of August,” he says.
The result? Joel has around 8,000 hanging baskets, tens of thousands of vibrant flowers, sturdy vegetables and more to offer customers. By fall, he shifts to growing around 25,000 garden mums, along with other fall flowers.
The Flower Guy
To his loyal customers, Joel is known as “The Flower Guy.” But the Crawford Electric Cooperative member actually started his business in 2018 as a produce stand. He grew all the summer fruit and vegetable staples and then sold them across a few white card tables.
“Vegetables are so much hard work for so little return,” he says.
Joel decided to shift to plants. He rented greenhouses and then built two of his own, which he bought off Facebook Marketplace. As the world shut down due to the COVID pandemic in 2020, many people returned to their gardening roots or made it a new hobby. By 2022, Joel ended his produce business so he could focus primarily on flowers and plants.
“We’re farmers,” Joel says. “We just do it with no plan and a lot of elbow grease. My mom and dad had greenhouses when I was small, but I never got to plant or sell. In 2019, when I was first selling plants, people came in and asked for perennials. I didn’t even know what a perennial was. But, you learn real quick, if your life depends on it.”
Today Countryside Farm + Market includes six greenhouses, one of which is connected to its storefront in Cuba. Joel’s full-time team includes his girlfriend Tanya Bausch and her daughter Emma McKellips. Tanya and Emma manage the store, and they hire seasonal help to assist through the busy farm and retail months.
The farm, which is located a few miles outside of Cuba, is always a hive of activity. Most plants are started with plugs or cuttings, with maybe 5% started by seeds. They grow almost all of the annuals they sell and around 80% of the perennials they sell. Tropical plants and trees are brought in to round out their offerings.
“A greenhouse produces its own product,” Joel says. “A garden center buys everything. The production facility is what allows us to compete in the market.”
Over the years, as profits have allowed, Joel’s added technology and tools to help grow healthier plants. They use a machine to break down bales of soil and fill trays for seeds or plugs. Wood heat and hot water regulate the temperature in the greenhouse. An intricate irrigation system waters all of the plants, and it can be controlled by an app on Joel’s phone.
Flowers + Advice
Beyond the homegrown products, what makes shopping at Countryside Farm + Market special is the customer service. “The most common mistakes people make in gardening is they have the wrong plant for their situation,” Joel says. “We’ve killed a lot of flowers, and that’s how we learn.”
Joel and his team are quick to ask customers about their soil type, hours of sunlight and water access. “The other mistake people make is inconsistent watering — either too much or not enough,” Joel says. “Plants are like people. If they’re in full hot sun, they need more electrolytes. If they’re in the shade, then you can kind of forget about them. The key ingredient for a plant is consistency.”
In the end, Joel wants everyone who walks through the door to find something they like. “A lot of plant people take the view that they like a plant, so you need to like it too,” Joel says. “I’m the total opposite. I ask, ‘What do you like?’ And then I’ll show them my options. When you make people understand you have their best interest at heart, it makes a difference.”
Because Joel controls the production process, he can offer a wide variety of plants at several prices. For example, he has hanging baskets that range from $10 to $50, depending on the type of flowers and pot.
“We have so many varieties, and then every variety has so many colors,” he says. “My favorite flower is the one that sells.”
Hometown Greenhouse
Customers travel an hour or two to visit the store. Joel shares gardening tips on local radio programs.
They also host events at the greenhouse, from planting herbs to building hanging baskets. Emma manages the business’ social media, posting how-to videos and behind-the-scenes content.
Beyond plants, the store sells garden decor, seeds, soil and other essentials. “We sell everything you need to start your garden and keep it maintained,” Tanya says.
Overall, Joel and his team want the store to be more than just a place to buy flowers — they want it to feel welcoming, helpful and rooted in community. In the end, that’s what keeps people coming back. “Flower people are happy,” Joel says.
Countryside Farm + Market is located at 201 North Franklin St. in Cuba. Find store hours and learn more at countrysidefarmandmarket.com or by calling 573-677-0038.
Email Sara Schafer at sschafer@ruralmissouri.coop.