When we first opened the J & J Homestead farmstand, we had a vision of offering fresh produce, homemade baked goods, eggs, and other homestead products to our community. Like any new adventure, we had plenty of ideas about what would work—but nothing compares to learning directly from your customers. One of the things I love most about our farmstand is that it continues to teach us something new every single week. Some lessons have been surprising, others have completely changed how we plan our weekends, and a few have reminded us that our customers are one of our greatest resources. Here are the five biggest lessons we’ve learned so far.

1. Being Open Only on the Weekend Isn’t Enough

When we first opened, weekends seemed like the obvious choice. After all, that’s when people are out running errands, visiting farmers markets, and enjoying time with family. But something unexpected happened. Customer after customer mentioned that they drive past our farmstand every day on their way to and from work. Many of them told us they wished we were open during the week so they could stop by on their commute. Those conversations really stuck with me. Because of that feedback, I took a hard look at how I was spending my time. By making a few small improvements to my weekly routine, I’ve been able to keep the stand stocked on Fridays and Mondays in addition to our regular weekend schedule. It may sound like a small change, but it has made a noticeable difference. We’re continuing to improve our systems, and our hope is to expand our open days even more as we become more efficient. One of the biggest lessons we’ve learned is simple: listen when your customers tell you what they need.

2. Zucchini and Squash Sell Like Hotcakes

I honestly didn’t see this one coming. Every year gardeners joke about having too much zucchini. Social media is filled with memes about sneaking extra squash onto your neighbors’ porches because everyone seems to have more than they can use. So I assumed demand would be fairly modest. I was completely wrong.

Fresh zucchini and yellow squash have become some of our fastest-selling vegetables this summer. As soon as we restock them, they’re often gone again before we know it.I think part of the appeal is that they’re incredibly versatile. Families can grill them, roast them, sauté them, bake them into breads, spiralize them into noodles, or even freeze them for later. They’re affordable, fresh, and taste worlds better than grocery store produce that’s been shipped across the country. Needless to say, we’ll definitely be planting plenty next year.

3. Customers Really Love Homemade Muffins

Cookies have always been one of my favorite things to bake. They’ve been a staple in the farmstand since the beginning, and they continue to be incredibly popular. But another surprise this summer has been just how quickly the muffins disappear. I expected cookies to outsell everything else.Instead, many customers head straight for the muffins. That has inspired me to expand our muffin menu. This morning I baked Banana Bread Muffins (without nuts), and tonight Peach Cobbler Muffins are headed into the oven. One of my favorite parts of baking is experimenting with seasonal flavors, and muffins are the perfect canvas. As more fruit comes into season, I’m looking forward to adding even more varieties to the farmstand. Sometimes your customers help shape your menu in ways you never expected.

4. The Guest Book Has Been Pure Gold

If I could recommend one thing to anyone opening a self-serve farmstand, it would be this:Put out a guest book. Originally, I thought it would simply be a fun way for visitors to say hello.It has become so much more than that. Our customers have shared words of encouragement, kind compliments about our products, ideas for new items they’d like to see, and thoughtful suggestions that have helped us improve. On difficult days, those comments have provided exactly the encouragement we needed. Running a homestead while working a full-time job can be exhausting. Reading a note from someone who enjoyed a loaf of bread, loved our cookies, or appreciates what we’re building makes every early morning worthwhile. The guest book has helped us build relationships instead of simply making transactions. That’s something we treasure.

5. Better Time Management Changes Everything

Perhaps the biggest lesson hasn’t been about vegetables or baked goods.It’s been about managing time. Running a homestead, maintaining a garden, caring for livestock, baking from scratch, writing blog posts, stocking the farmstand, and working a full-time career means every hour matters. Over the past several weeks I’ve started paying much closer attention to my baking schedule. Instead of treating each recipe as a separate project, I’ve begun planning around what can be prepared ahead of time. Cookie doughs and batters that benefit from resting are mixed well in advance so they have time to fully hydrate. Recipes that require similar oven temperatures are grouped together, allowing me to maximize each baking session while minimizing wasted time and energy. That little bit of planning has reduced stress more than I expected. I’m still learning every week, but having a system has made the entire rhythm of the homestead feel more manageable.

Every Customer Helps Shape Our Farmstand

One of the greatest joys of this journey has been realizing that we’re not building the farmstand alone. Our customers are helping shape it. Through conversations, suggestions, and handwritten notes in the guest book, they’re showing us what they enjoy, what they need, and how we can continue improving. Every week we make small adjustments. Every week we learn something new. And every week we’re reminded how grateful we are for this wonderful community that has chosen to support our little homestead. Thank you for every purchase, every conversation, every suggestion, and every encouraging note. We’re excited to see what the next season teaches us.