The popularity of farm-to-market stores is surging, driven by a consumer shift toward freshness, sustainability and transparency.
A new addition called High Roller Provisions has opened in downtown Christiansburg. Hazel Rakes is the owner. She said becoming a mother really changed the way she looks at food.
“We’ve always known where our beef comes from because we raise cattle ourselves, but after having my son (now 17 months old) I started paying a lot more attention to everything else we were bringing into our home too,” said Rakes. “I found myself caring more about what was in our food, where it came from, and who was producing it. The more I looked into it, the more I realized that a lot of families want that same connection to their food but don’t always have access to it. I wanted to create a place where people could buy directly from local farmers and producers they know and trust.”
High Roller Provisions started as a way to share what her family raises on their farm, beef, but it quickly grew into something bigger. Their farm backs up to the Walnut Creek community in Christiansburg.
“We have so many incredible farmers, bakers, beekeepers, dairies, and makers here in our area, and I wanted to bring them all together under one roof. My goal is for people to walk into the store and know exactly where their food comes from and feel good about feeding it to their families,” Rakes said.
The storefront, which is a former bakery, is located at 4 West Main St. and is currently open Tuesday through Friday from 12 pm-6 pm and Saturdays from 11 am-6 pm.
“The High Roller [brand] actually started with my cattle operation when I started my longhorn herd at 19 years old. When I thought of Longhorn cattle, I thought about quality, strong genetics, and setting a high standard, so the name High Roller just fit,” she said.
Over time, “HR” also became the family’s cattle brand, which worked out because those are her initials as well.
“The name has grown with me over the years and became part of the farm’s identity,” she said.
A special part of the HR story is that the farm has been in her husband’s family since the 1800s.
“Being able to continue that agricultural tradition while building something for the next generation is incredibly meaningful to us,” Rakes said.
High Roller Provisions allows the family to share not only products from their own farm, but also products from other hardworking farmers, makers, and small businesses throughout the region.
“Some of the products in the store come directly from our farm, while many others come from local and regional farmers and producers we’ve partnered with,” Rakes said.
The store will carry locally raised beef and pork, farm-fresh eggs, dairy products, bread and baked goods, honey, coffee, pickles, sauces, pimento cheese, locally milled flour, handcrafted soaps, candles, gifts, and other products from small farms and businesses.
“Our long-term goal is to become a destination where customers can support local agriculture and small businesses year-round. We want to continue expanding our partnerships with local producers, increase access to locally sourced foods, and create a community focused space that supports farmers and makers across our region,” Rakes said.
High Roller Provisions also hopes to hold instruction seminars and classes to teach consumers how to make things by using these farm items. This past month, the store hosted a ‘Beginner Sourdough Class.”
Baked goods are from Rising Hills Bakehouse from Pilot with several products from Red Rooster of Floyd, dairy items from Goshen Homestead Creamery in Elk Garden and eggs from a few farms in Christiansburg, Honey comes from Bee Busy Apiary in McCoy.
Fresh vegetables will be added to store shelves as the growing season continues.
Editor’s note: This story is the first in a series of Farm to Table articles to be published throughout the summer.