Sixteen years ago, Susan and John Manning shifted gears, turning their weekend destination into their full-time residence when they relocated to Amador County from the Bay Area. Soon after, the Manning’s purchased The Feed Barn, located at that time at Sutter Hill. The business thrived, to say the least, so much so that three years ago they moved and expanded – to the Amador Ridge Shopping Center in Martell. With triple the space and twice the number of employees, the everyday challenges of owning a substantially larger business were compounded by the subsequent gearing down of the economy.

            In addition to stocking everything a pet or livestock owner would expect to find at a feed store, like hay, pet food, health products, accessories and everyday pet essentials such as kennels, food dispensers and beds, the Feed Barn goes a step further with their inventory, which now includes a massive amount of space devoted to men’s and women’s western wear such as shirts, jeans, jackets, hats, jewelry, belts, buckles, boots, shoes and yes, even socks. In other words, if you or your animal needs something, it is a one-stop shop for both.

            Susan Manning’s management of the Feed Barn has been carefully crafted throughout the recent slow-down in the economy. She credits a part of its continued success with a “great group of animal loving employees who understand that the customer is why we are here.” However, a few adjustments to her business plan, which she agreed to share with the Chamber of Commerce members, have also had positive results. 

Chamber of Commerce: Considering the current economic trend, what have you done to keep your business moving in the right direction? 

Susan Manning: We have brought in more value-priced items for our customers and have given deeper discounts. We are working harder to ensure that we get the best prices from our vendors. For example, by buying in larger quantities, we can offer things like layering tank tops and t-shirts that sell for $4.95 - $6.95. We also look for special purchases offered by our vendors so we can pass great deals on to our customers. Times are tight; when customers purchase they want quality at a value price. As a result, we are selling less of the high priced items and more of the moderately priced items.  

CC: What have been your greatest challenges as a business owner during the last two years? 

SM: We [need to] purchase six to twelve months in advance, so knowing what and how many items will sell is always a challenge, but especially so now. We bought into Christmas in a big way last year and our customers came through for us by buying from us. You can’t sell what you don’t have, but you don’t want to be overstocked either.  

CC: What advice would you give to business owners, or potential business owners with regard to keeping and attracting customers so that they not only shop locally, but at your store instead of a competitor’s business? 

SM: Know your customers and even call them by name. This personal service sets you apart from the big box stores. Take special orders and be able to tell customers when items will arrive because the big guys won’t do that either. Get involved in the community and give back. The Feed Barn adopted 599 cats and kittens out of the store through A-PAL Humane Society and we are also the intake site for injured, ill and orphaned wildlife for Tri-County Wildlife Care. We derive our income from animals and believe in giving back to those animals that need help in our community. Our customers know that when they shop with us, they are supporting animal rescue too.  

CC: What are your expectations for your business this year? 

SM: Because we are in a time of change, we watch trends and react accordingly. We are seeing improvement, but it is slow and steady.