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The past five years have been full of exciting opportunities for Tony and Amber Ellsworth, owners of Ellsworth Crossing, in Waterloo, Nebraska.
With financial assistance from the Center for Rural Affairs, the couple was able purchase an existing business and open Ellsworth Crossing, a “farm-to-fork market,” in September 2021.
At Ellsworth Crossing, customers have the opportunity to buy directly from Nebraska farmers through their storefront, website, or both. Tony said it’s “kind of like a year-round farmers market.”
When the couple started their business, they were working with 10 farmers. Today, they collaborate with over 100; each producer offering something unique that’s raised or created adhering to the highest standards.
“We interview them and try samples of our farmers’ products to help ensure the animals are raised holistically and humanely,” Tony said. “We combine functional medicine—you are what you eat—with Nebraska farm fresh.”
Ellsworth Crossing offers a variety of local foods sourced from farms in Nebraska and southwest Iowa, as well as handmade gift items from local makers in the region. Foods from the entire food chain are available, from meats and proteins to produce, soup mixes, baked goods, and dairy.
The kind of growth Tony and Amber have experienced didn’t happen overnight or without help. Over the years, the business owners received technical assistance from the Center, as well as help applying for the Nebraska Advantage Microenterprise Tax Credit.
Recently, Tony and Amber were chosen to receive the Center’s 2025 Entrepreneur Award. This award recognizes entrepreneurs who have received Center services and achieved success in business while demonstrating the values of innovation, community leadership, and social responsibility.
“Tony and Amber strive to provide natural, pesticide and chemical-free foods as much as possible, in addition to organic options,” said Kim Preston, Lending Services director with the Center. “They greet each visitor at the door to learn whether it's their first visit and show them everything they can find in the store. The owners love to share their philosophy on providing natural, locally sourced foods, as well as their family's vision for Ellsworth Crossing and how their children are involved in the business in a variety of ways.”
The idea behind Ellsworth Crossing was inspired, in part, by Amber’s background in the medical field. She developed an interest in exploring natural foods as a way to help with some health issues in their family. She and Tony are now strong supporters of approaching food in a holistic way and taking control of one’s own health and well-being. They make a point to take the time to visit with their customers about their experiences in that area, and make recommendations for local, non-processed options.
Along with a mix of consignment and wholesale purchasing, the owners have gotten into private labeling of products at Ellsworth Crossing. This process has the potential to benefit both the farmers they work with and the customers they serve.
“Small farmers sell wholesale, usually,” Tony said. “After we sample their meats, we have to decide what cuts of meat we want and that gets called into the locker, and the farmer manages all those things,” said Tony. “Through private labeling, we buy the animals from the farmer and get their permission to private label. We become the middle man; we take ownership of the animal, which cuts to get from the locker, etc. The burden goes off the farmer, off the locker, and off the customer for a healthy, high quality product and ultimately keeps the price down.”
A Navy veteran, Tony worked in IT before opening Ellsworth Crossing, and also comes from four generations of Nebraska farmers. He uses his background and skills to help operate the store alongside Amber. The couple also values their employee’s feedback, and runs what Tony refers to as a “round table.”
“We’re open to the ideas our employees have,” Tony said. “Amber and I own the business, but we don’t sit at the head of the table. The proof is the pudding; we listen and implement a lot of ideas, and when employees see that it encourages them to do more.”
They have a unique hiring process and look for employees who are dedicated and committed.
“We’re very careful about who we hire,” Tony said “We let people know right off the bat that we’re not looking to hire for six months, more like six-plus years. We want someone with the same passion we have.”
Currently, they employ around eight people, though they are in the process of adding more folks to the Ellsworth Crossing team. Soon, Tony and Amber will be opening a second location of their store in Papillion.
“This is a big move for us; we waited, but this is the right time,” Tony said. “We are several steps down the path, hoping to open early this summer. I love Papillion. Our family farm is in Sarpy County, and we already do a lot of deliveries to that area. When those customers hear of the new location, we’re hoping that’ll give us a good jump start there.”
As community-driven business owners, Tony and Amber support many local events and charities, and their customers are always a priority.
“There are so many wonderful aspects to small business, because you’re affecting so many people’s lives in a positive way,” Tony said. “A customer can be someone brand new or a repeat customer. We try to help anyone at whatever stage they’re at. Amber and I get a lot of joy and fulfillment from helping and educating the people who come into the store.”
When the couple found out they were receiving the Entrepreneur Award, the acknowledgement was a good reminder to Tony and Amber of their belief in what it means to be an entrepreneur.
“You have to have a passion and be very purpose-driven,” said Tony. “We love what we do, so we don’t really see it as work. It's not like punching a clock or working for a corporation, which I’ve done. It’s a different way of looking at it. To us, it’s not really work, it’s a way of life.”
They’re both appreciative of the support, and recognize that it takes a team to make all the pieces fit together.
“We've been open for five years, and I feel like you never do anything with one person,” Tony said. “Amber and I are a two-person team, we’re a family business. We didn’t have any farmers and producers or employees when we started, but we’ve grown. The Center has been one of our great partners, especially getting started. We’ve come a long way over the years.”
Tony and Amber were presented with the Entrepreneur Award on Feb. 7, at Ellsworth Crossing, in Waterloo. Later this year, the couple will be participating in the Center’s AgVets programming by hosting a tour.
