The growing season How I built a new life-- and saved an American farm

Sarah Frey

Book - 2020

"One woman's tenacious journey to escape poverty and create a billion-dollar farming business--without ever leaving the land she loved. The youngest of her parents' combined twenty-one children, Sarah Frey grew up on a struggling farm in Southern Illinois, often having to grow, catch, or hunt her own dinner. She spent much of her early childhood dreaming of running away to Hollywood, Chicago--or really anywhere with central heating. At fifteen, she moved out of her family home and started her own fresh produce delivery business with nothing more than an old pickup truck. Two years later, when the family farm faced inevitable foreclosure, Sarah gave up on her dreams of escape, and, at seventeen, took over the farm and started ...her own produce company there. Refusing to play by traditional rules, Sarah talked her way into suit-filled boardrooms, made deals with the nation's largest retailers, and became so legendary that the Harvard Business School published a case study on her negotiation skills. Today, Sarah's family-operated company, Frey Farms, has sold more than a billion dollars' worth of fresh produce, beverages, and consumer packaged goods, and has become one of America's largest fresh produce suppliers, with farmland spread across seven states. Thanks to the millions of melons and pumpkins she sells annually, Sarah has been dubbed "America's Pumpkin Queen" by the national press. The Growing Season tells the inspiring story of how a scrappy rural childhood gave Sarah the grit and resiliency to take risks that paid off in unexpected ways. Rather than leaving her community, Sarah found adventure and opportunity in one of the most forgotten parts of our country. With fearlessness and creativity, she literally dug her destiny out of the dirt"--

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Subjects
Genres
Autobiographies
Published
New York : Ballantine Books [2020]
Language
English
Main Author
Sarah Frey (author)
Edition
First edition
Physical Description
xv, 251 pages ; 24 cm
ISBN
9780593129395
  • Introduction Social Grace
  • Chapter 1. Hunting and Fishing
  • Chapter 2. Growing Wild
  • Chapter 3. Betting the Farm
  • Chapter 4. Through the Eyes of Jesus
  • Chapter 5. A Proper Education
  • Chapter 6. The Melon Route
  • Chapter 7. Chomping at the Bit
  • Chapter 8. Taking the Hill
  • Chapter 9. Frey Farms
  • Chapter 10. Seeds of Hope
  • Chapter 11. Every Which Way
  • Chapter 12. Serious Business
  • Chapter 13. On the Road
  • Chapter 14. Hunting Grounds
  • Chapter 15. Sunshine and Rain
  • Chapter 16. Field Run
  • Chapter 17. The Family Table
  • Chapter 18. Harvest Time Again
  • Acknowledgments
Review by Booklist Review

The first part of Frey's memoir describes a young life in the vein of Tara Westover's Educated (2018) or Jeannette Walls' The Glass Castle (2005). Born into a large, hardscrabble family with a charismatic but ne'er-do-well father, Frey recalls a happy early childhood. As she grows, she sees that other families live vastly different lives, and realizes her family's poverty hinges on her father's seldom-fulfilled schemes. One by one, her bullied, overworked older brothers leave the farm. Frey accompanies her business-savvy mother to buy and sell melons, and this proves to be Frey's way out of both poverty and southern Illinois, which she has longed to leave. A moment of reckoning, however, reveals her deep love of the land, her commitment to agriculture, and her drive to succeed. She ends up staying. The book's second half details Frey building a fruit and vegetable empire and beckoning all her brothers to join the business; she's now known as "America's pumpkin queen." Frey's story of grit and grace is the best kind of American success.Women in Focus: The 19th in 2020

From Booklist, Copyright (c) American Library Association. Used with permission.
Review by Publisher's Weekly Review

In this passionate, though humble, memoir, Frey, CEO of Frey Farms, writes of growing up in poverty and becoming a successful businessperson. Frey traces her scrappy upbringing on a ramshackle Southern Illinois farm in the 1970s, where the house didn't have indoor plumbing and was heated only by a wood stove. There, she worked with her older brothers and father who insisted she do the same work as her brothers (in one particularly intense passage, her father insists that seven-year-old Sarah throw an enormous snapping turtle in the back of his pickup). After working summers with her mother selling melons to local grocery stores, a 15-year-old Sarah began spending more time on the road hauling produce than she spent in the classroom. At 18, she took out a loan and bought her family's failing farm, which her father had nearly lost in foreclosure; by her early 20s, she was supplying tractor trailers full of produce to Walmart. As Frey explains, through sheer grit and business acumen--she was selective in what produce she sold, negotiated better prices with retailers, and aggressively marketed her goods--she had turned the mismanaged farm into a multimillion-dollar business with hundreds of employees. Frey's energetic, inspiring memoir will appeal to small business owners and anyone who likes a bootstrapping success story. (June)

(c) Copyright PWxyz, LLC. All rights reserved
Review by Library Journal Review

Farmer, entrepreneur, and now author Frey traces her life from a largely unsupervised childhood roaming her parents' farmland in southern Illinois to her current position as head of a billion-dollar company: family-owned Frey Farms, one of the largest produce companies in the United States. Similar to Tara Westover's Educated, this part memoir, part entrepreneurial story, tells of one woman's success in business based on relationships of mutual trust with other farmers, accompanied by her sheer hard work. Frey shows how successful personal interactions have helped along the way, as she brings fruit and vegetables, including the company's signature pumpkins, to various states. The author also adds some of her thoughts on what it's like to be a modern farmer, which are sometimes hilarious and often endearing. She has the inimitable quality of appearing not as someone who accomplished so much at such a young age but rather a person readers will enjoy getting to know, chapter by chapter. VERDICT Frey brings a breath of fresh air to both the personal memoir genre and the business world. Her writing is crisp and her personality winning. A must-read.--Stacy Shaw, Denver

(c) Copyright Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.
Review by Kirkus Book Review

The story of a hardscrabble childhood that, through dint of hard work, blossomed into a multimillion-dollar fruit business. Frey details her life growing up poor on a southeastern Illinois farm, where they had no indoor plumbing and burned wood for heat in winter and where they grew or shot their food. The author and her brothers learned to be tough at a young age, but she doesn't relate her circumstances in anything less than a matter-of-fact, frequently enthusiastic voice, making the narrative move along in a highly engrossing manner. Though life was demanding, the family was tight. Frey's father might have taught her independence, but he had no head for business and got by on his wits. Her mother would do what she could to help--e.g., running a melon route where she would pick up local watermelons and cantaloupes and sell them to regional markets. It was backbreaking work, but it put cash in their hands to pay the mortgage. "I loved meeting people, making deals, and I also knew that this was something that could be scaled up exponentially," writes Frey, who, at 14, learned the fundamental elements of commerce. At 15, she had her own melon route; at 17, she bought the family farm when the bank came to foreclose. "Without this land, I thought, where will we be? More importantly, who will we be?....If I walked away," she writes, "my brothers and I would never have anything to come home to." Throughout, Frey makes clear her belief that family sticks together. "Blood is blood," she writes. "Alone in the world we would be broken. Together we could withstand anything. Right?" And they did, with endless determination and a lot of learning on the fly. With earnest, effective storytelling, Frey demonstrates her character: "impatient, driven, restless, and at time obsessive"--and highly successful. A heart-gladdening memoir of a rare triumph over poverty. Copyright (c) Kirkus Reviews, used with permission.

Copyright (c) Kirkus Reviews, used with permission.

Chapter 1 Hunting and Fishing The clay-­rich farmland of southeastern Illinois sits between the New Madrid fault line and the Wabash River Valley. Earthquakes have rattled this land over the centuries, but no one seems to mind. There have never been many buildings over two stories high, and the plants don't object to being shaken around. When I was a little girl, I felt like part of the earth. I was usually filthy, with dirt under my nails and all over my clothes. In the fall, I jumped in piles of leaves. In the gray of winter, I made ice cream from sweet condensed milk, snow, and sugar--­always from the second snowfall, because my father didn't trust the first one. He believed in the old wives' tale that the first snow cleaned the air and was full of toxins. In the spring, I picked flowers and helped the mares through labor. My favorite season has always been summer. The daytime air smelled like honeysuckle. At night, the fireflies came out in great swarms of flickering light. The first evening they appeared, I ran out into the night and spun my arms, my body gently bumping into the lightning bugs as they flashed on and off. I spun until they blurred. Dizzy, I collapsed in the field, then stood up to do it again. If I could bottle that feeling--­that goodness and magic and hope and lightness--­I could cure the world of every ill. At that age, my greatest wish was for my four older brothers to take me with them when they went on adventures. For what felt like eternity, they didn't let me go along when they went fishing in the pond or the creek, or when they went hunting for deer, rabbits, or quail in the woods near our house. I had to stay behind by myself. Our farm was isolated, even by southern Illinois standards. The nearest major town, a thirty-­minute drive away, is Mount Vernon, with seventeen thousand inhabitants. Orchardville, the unincorporated village about five miles from us, has just twenty-­eight houses inside the town limits. Few they may be, but Orchardville residents have contributed a lot to the country. They've fought in every American conflict since the Revolutionary War. Orchardville's nineteenth-­century nickname was "the Big Red Apple." Today in addition to fruit trees there are a few hog and turkey farms, thanks to some new Amish and Mennonite neighbors, and a few large grain bins that hold corn and soybeans, but not a whole lot else except an excellent diner called the Skillet Fork Grill (order the curly fries). What hasn't changed is that anyone you meet would give you the last dollar out of their wallet. They're good people who fiercely love our country and choose to keep to themselves unless they're called upon to help others. Wayne County has been declining in population for the past hundred years. The median household income is around $45,000 a year. In many parts of the country, you might be poor with that salary. But here, middle-­income standards are different, and the ­bounty of nature is there for the taking. The woods and fields are full of animals to hunt and wild fruit to forage. The frogs, crickets, and coyotes perform free concerts every night. My father, Harold, was born outside St. Louis in 1929. He was spoiled rotten by his grandmother Sarah, after whom I'm named. In 1934, when he was just five years old and automobiles were still rare in the United States, she bought him an actual truck. Not a toy truck. A Ford. His parents let him quit school when he was in the seventh grade. He couldn't stand being cooped up indoors. Plus, he thought he was smarter than most of his teachers. I think he probably was. Dad worked as a steelworker and farmer, and then eventually bought into the Dixie Feed franchise, for which he controlled a couple of feed mills. After marrying young, he had thirteen children with his first wife. The marriage was unhappy. She said he philandered; he said she drank too much. Then he met a woman named Elizabeth, the wife of one of his mill employees. She was beautiful, with dark hair and dark eyes. Everyone said she looked French. Like Harold, she was dissatisfied with the way her life was going. Elizabeth had become pregnant and married at sixteen to escape a terrible home life. Her father had lost his hand in a corn picker and carried a lot of anger, which he took out on his children. And yet that early marriage didn't provide the escape she was looking for. Her young husband drank heavily, just like her father had. After her second child was born, she began to look, again, for a way out. That's when she met Harold. Ready for a new life, Elizabeth and Harold made plans to run away together. My father was famous for his charisma. He could make you believe almost anything. Harold, Elizabeth believed, would whisk her away into a fanciful new life, full of excitement and adventure. She had every reason to hope that he would take care of her and her two children, and keep their life interesting, too. He was a hard worker with an entrepreneurial spirit. Unfortunately, he was also, as she would come to learn, a hustler and a bit of a con man. With Elizabeth's two preschool-­aged children in tow, the illicit couple left Illinois and moved to Tennessee. As you would think, running away from a large family and starting from scratch in the hills of Tennessee is not a recipe for amassing wealth. So why did my father do it? Simply put, he needed to get out of town. A perfect storm of bad business decisions and personal drama made the decision to leave an easy one. While no one ever said a word, I knew from an early age, simply because of the company he kept, that my father was some sort of "fixer" for men who didn't want to get their hands dirty. He was someone they trusted with their secrets. He didn't have many friends in Wayne County, where we lived, but he had plenty in St. Louis. Down around the racetrack there, he had a network of associates and a whole secret life far removed from our isolated farming community. To me, his St. Louis associates all seemed either really wealthy or really poor. I watched him glide effortlessly between the two worlds. Recently I learned the lengths to which my father would go to "fix" things: the day he left behind his former life, my father staged a car crash to make it look like he had died. His car was found smashed at the bottom of a cliff, burned to its shell and covered in rabbit's blood, which resembles a human's. No body was found. His own mother thought he was dead. I've seen photos of her before and after this episode. It looks as though she had aged a hundred years. She died not long after--­relatives say the cause was a broken heart, her will to live having left her when she believed her adored son to be dead. On the run, my parents took refuge in Tennessee with horse-­racing buddies of my father's. Back at home, for months my father's thirteen children also believed Harold to be dead, but there was no body, and they didn't have a funeral. In the coming years, Harold would resurrect himself and pay his original family visits from time to time, sometimes handing the children bags of coins for spending money. But for them there would be a clear before and after to their childhoods: before, when they had two parents and enough food to eat, and after he covered that car with animal blood and pushed it off a cliff, when they were left to fend for themselves. Harold and Elizabeth began their new life in Tennessee with high hopes, but they had awful luck from the start. They doted on the first child they had together, Lana. While my mother was working in the house, Lana, just two and a half years old, was playing outside when she was run over and killed by a truck driven by a farmhand. Guilt-­stricken, my mother, pregnant at the time with my ­brother Leonard, took to her bed. By all accounts, on that day she changed forever. The light went out of her eyes. Defeated in Tennessee, my parents left the state once Leonard was born. They returned to Illinois to try to rebuild their lives, but at a distance from where they'd lived before. The family of three settled first in a country home in Wayne County. A tornado lifted it off them as they cowered in the root cellar. Then they found the Hill, which would be their home for decades to come: eighty acres of rich farmland, with fields spreading away from the farmhouse in all directions. I think my father liked owning that much elevated land. He knew he could grow crops and keep livestock. I also think he liked that from that perch he could see an enemy coming from miles away. Terrified of another tornado, they turned the musty cellar into an emergency shelter, stocking shelves along the sandstone walls with canned goods. My father was desperate for a girl to replace the one they'd lost, and so my mother had one baby after another, hoping for a daughter. She gave birth to three more boys after Leonard: Harley, John, Ted. At last I was born on July 24, 1976, the hottest day of the year. I was the twenty-­first and final child produced by their various marriages. Seeing that her husband's wish for another daughter had ­finally come true, my mother greeted my birth with the warm, maternal words "I'm done," and immediately had her tubes tied. Excerpted from The Growing Season: How I Built a New Life--And Saved an American Farm by Sarah Frey All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.