Work · Palmetto Provisions · 2026
Turning a farm stand into a Saturday institution
A family grocer with a loyal weekday crowd and an empty Saturday. We stopped posting product photos and started posting the people behind the counter.
- 3.4×
- Saturday foot traffic
- 11k
- Followers gained in nine months
- $0
- Spent on ads
The problem
Twenty years of regulars and no idea how to reach anyone under forty. The account was a grid of shelf photos posted whenever someone remembered, and Saturdays — the day with the most staff on the floor — were the quietest of the week.
What we did
We built the whole calendar around the four people who work the counter. One weekly video series on where a product actually comes from, one on the owner picking it, and a Friday post that told people exactly what would be on the table the next morning. Nothing was staged; everything was shot in twenty minutes on a Thursday.
What happened
Saturday went from the slowest day to the one they staff up for. The Friday post became the thing regulars wait for, and the account now sells out weekend specials before the doors open.
She spent a day just watching us work before she suggested anything. Nobody had ever done that. Now people drive in from Columbia because they saw Ray cutting cheese on a phone screen.