Reiser’s Pieces: The $25B Channel Hiding in Plain Sight

Would you believe some of your most overlooked growth opportunities are in the aisles of Farm & Ranch stores? I was skeptical at first, too. But the more I dug in, the more I realized these retailers are quietly becoming a surprising growth engine for CPG brands.

In today’s environment, where inflation has reshaped consumer behavior and private label continues to pressure volume, brands are rethinking where incremental growth will come from. Increasingly, they’re finding it in unexpected places. It’s no secret dollar stores are gaining share and becoming a go-to for food, health, and household staples. But they’re not the only high-growth channel making room for everyday CPG. In recent years, brands have been testing new paths to growth across the home improvement channel—from Home Depot and Lowe’s to regional hardware leaders like Ace Hardware. But one vertical within this space has quietly emerged as a high-potential contender: Farm & Ranch.

Often viewed as niche or rural, this channel is far more dynamic than it gets credit for. Today, it serves a broadening consumer base, offers evolving assortments, and represents significant whitespace for CPG expansion. From bottled water and snacks to pet treats, OTCs, and seasonal décor, these retailers have evolved to become much more than feed and farm supply stops.

Altogether, the channel spans close to 3,300 stores and drives $25+ billion in annual retail sales. Some of the standouts, with strong regional presence and loyal followings? Midstates Group, Rural King, Fleet Farm, and Blain’s Farm & Fleet, to name just a few. And while not always grouped with traditional Farm & Ranch, Menards deserves a callout. Think of it as a Farm & Ranch store on steroids. With its massive Midwest footprint, aggressive pricing, and wide assortment, Menards appeals to DIYers, homeowners, and rural shoppers alike. Its scale and cross-category reach make it a natural fit for brands looking to test and scale everyday essentials beyond mass.

And then there’s the incredibly important network of independent farm and ranch retailers. In our experience working closely with this segment, independents are a powerful path to drive awareness, trial, and long-term loyalty. With deep community roots and fiercely loyal shoppers, these are trusted, relationship-driven destinations where personal recommendations still carry real weight.

Across the country, independents source their products through distributors like Orgill and Tennessee Co-Op., which serve over 13,000 independent locations. For suppliers, this means access to scalable distribution without the complexities of dealing with each location individually. And because these stores are nimble, they’re open to creative programs, curated assortments, and promotional tests that larger chains might shy away from.

What really sets this channel apart, though, is how the customer shops here. These aren’t quick convenience trips. They’re purposeful visits tied to real life: picking up dog food, refilling propane, restocking cleaning supplies, or prepping for weekend projects. That lifestyle-driven behavior creates sticky moments for brands to become part of the rhythm.

Retailers see the opportunity, and they’re responding. From assortment expansion and digital infrastructure to loyalty programs and targeted promotions, we’re seeing more of them lean in—creating stronger platforms for brands to connect with shoppers.

Importantly, this isn’t a one-size-fits-all channel. Every retailer has its own footprint, shopper mindset, and path to success. Winning here depends on understanding each retailer’s unique dynamics and knowing if your brand has the right portfolio for this landscape.

Ask yourself:

• Are you a category leader with strong brand equity?

• Is your product a basket builder or tied to a seasonal or lifestyle project?

• Can it support home, outdoor, or DIY activities?

• Is it impulse-friendly—ideal for checkouts or seasonal endcaps?

• What’s already in the set? Where’s the white space?

• Does your message resonate with traits like practicality, quality, and durability?

• Can your supply chain support large orders, custom pallets, or special packaging?

• Are you able to localize marketing and meet regional expectations?

I’ll admit, when I first started digging into this channel, I underestimated just how much volume was there for the taking. I’ve since learned (the humbling way) that Farm & Ranch is anything but niche. Fortunately, we’ve got people on our team who were way ahead of me. E.A. Langenfeld, now part of the MPG family, has been in these aisles for decades. They’ve helped brands find the right assortment, the right tone, and the right strategy to succeed here, and I’ve seen how quickly the impact can add up when those pieces click into place.

Just recently, they worked with a household paper goods brand looking for fresh opportunity. They developed and executed a strategy tailored for the Farm & Ranch channel. Now in its second year, that brand holds a strong inline position and runs a robust promotional calendar—delivering consistent, profitable growth.

Farm & Ranch retailers are evolving fast, blending everyday essentials with lifestyle-driven merchandising to become the new general store. The loyalty is there. The traffic is steady. And the consumer is open to discovery—especially from brands that speak to their way of life.

So I encourage you: Rethink where your product belongs. If you’re looking for smart, scalable growth beyond the usual suspects, Farm & Ranch might just be the white space you didn’t know you were missing. And if you’re even slightly curious, I’d love to compare notes because the brands leaning in now are already seeing the upside. Are you missing yours?