What we saw in southeast Nebraska: 5 lessons from rural grocery stores

Photos by Kylie Kai

Across southeast Nebraska, grocery stores are doing far more than stocking shelves. 

During a grocery tour in April, Center for Rural Affairs staff, community members, and grocery store owners came together to visit stores, walk through day-to-day operations, and talk honestly about what it takes to keep these businesses going. 

We visited stores in Exeter, Friend, and Milford, ending the tour at a farm to learn about the shared understanding: rural grocery is more complex, and more essential, than it often appears.

Here are five things we learned.

1. Ownership models matter

In locally owned stores, we heard firsthand how owners are constantly weighing what their community needs against what the business can sustain. These aren’t distant decisions because they are personal.

That stands in contrast to corporate ownership models, where decisions may be made far from the community itself.

As we moved through stores together, it became clear: ownership isn’t just a business structure, it directly impacts responsiveness, risk tolerance, and long-term viability.

In Exeter at Greg’s Market, we heard from members of the board about the implementation of a 24/7 model that provides after hours access to the store. Since this was launched last year, they have dozens of subscribers from within the community and surrounding towns. For example, it offers police officers working overnight a place to buy refreshments. Before this, there was not a place open late in the entire county. 

Qwik 6 in Friend is also owned by a board, who saw the need for a grocery store in their community. This store serves two essential services; it is also a gas station and convenience store. However, the owners understood the need of Friend to have a grocery store, and a new building was constructed to serve as a dual-purpose store for the community. 

2. The workforce is important

Workforce challenges came up in nearly every conversation. Hiring is difficult. Retention is harder. And flexibility is non-negotiable.

We saw employees shifting constantly between roles, running the register, stocking shelves, managing deliveries, all during the same visit. For store owners, even one staffing gap can disrupt the entire operation.

3. Price and distribution are challenges

As we walked through stores and talked with owners, distribution came up again and again: delivery schedules, minimum order requirements, rising costs, and limited supplier options. These constraints shape daily decisions in ways most customers never see.

At the same time, we heard how some stores are getting creative, sourcing products locally when they can, whether that’s working with nearby farmers or even partnering with other local businesses to fill gaps. These efforts don’t replace larger distribution systems, but they do offer flexibility. Main Street Market in Milford is dedicated to sourcing from local and regional producers, which provides a unique shopping experience and attracts customers. 

At Robinette Farms in Martell, we learned about the producer and distributor part of stocking grocery stores. Robinette Farms is also a food hub, where local producers are able to bring their products to be distributed to customers. Time and capacity is a challenge for local distributors. 

Together, we heard how distribution isn’t just a logistical issue. It’s one of the core forces shaping what rural grocery stores can offer and at what cost.

4. Community connection is important

There is a deep connection between these stores and their communities.

We saw it in the way customers greeted owners, in the conversations at checkout, and in the sense of familiarity throughout the store.

At the same time, community members on the tour spoke openly about the reality of their own decisions. Supporting local matters, but so do price, convenience, and household budgets.

5. These stores are more than grocery stores

These stores are essential infrastructure: they are employers; gathering spaces; access points for food.

All of the stores have delis that offer a popular spot for lunches. Greg’s Market has meal specials twice a week, Main Street Market has a deli that serves sandwiches with fresh baked bread and sliced meat, and Qwik 6 has a meal counter serving a variety of meal options. 

When a rural grocery store struggles, the impact reaches far beyond the business itself because it affects the entire community.