West Lebanon Feed & Supply Celebrates 100 Years By Giving Employees A Stake

West Lebanon Feed & Supply, West Lebanon, NH

OWNER: Employee-owned, President Mike Burnham; FOUNDED: 1926; locations: 1; AREA: 11,000 sq. ft.; EMPLOYEES: 14 full time, 7 part time; WEBSITE: wlfsonline.com; facebook wlfsonlin; INSTAGRAM: wlfsonlin; TIKTOK: wlfsonlin; TOP BRANDS: Blue Seal, Cloud Star, Fromm, Greenies, Honest Kitchen, Old Mother Hubbard, Open Farm, Plato, Polka Dog, Purina Pro Plan, Stella & Chewy’s, Wellness, Woof, World’s Best Litter

CHICKS ARE OFTEN the first thing to catch your eye at West Lebanon Feed & Supply in the spring, when brooders near the entrance add a steady background chorus, while the rest of the 11,000-square-foot store hums with activity — customers browsing food and gear, grooming appointments underway, and feed heading out to local farms. Overhead, antique farm tools and grain bags hang from the rafters, a reminder that this business has been part of the local landscape for generations.

Founded in 1926 alongside an active rail line in West Lebanon, NH, the store began as a traditional feed supplier serving a community where nearly every household kept animals. Today, WLFS has evolved into a hybrid hub for pet families, backyard homesteaders and working farms, balancing modern retail — and ownership structure — with its agricultural roots.

“We’re coming into our 100th year in the community,” says Mike Burnham, president. “It’s evolved over time, but transitioning over to employee ownership is a path for us to continue being a viable business in the community.”

Reaching a century milestone is an accomplishment few independent retailers achieve. For WLFS, the milestone is less about looking back than preparing for what comes next. Employee ownership, expanded services and investments in customer convenience are all part of a strategy designed to ensure the business remains relevant for future generations of customers.

Shared Ownership

West Lebanon Feed & Supply started as Sunshine Feeds and later as Wayne Feeds. At that time, railcars delivered feed directly to town and agriculture shaped daily life. Even when General Manager Chris Mazurek joined nearly 30 years ago, farm and agricultural products still dominated the business.

“When I first started here, about three-quarters of our business was farm and ag,” Mazurek says. Over time, pet flipped that ratio as pet ownership grew and store customers wanted more premium nutrition, services such as grooming and a broader retail experience.

“Pet is still our number one category for sure,” he says, “but we’ve seen more of the homesteading and the backyard poultry flocks. That has started to creep back up a little bit in terms of business drivers.”

Three years ago, long-time owner Curt Jacques transitioned the business into an employee-owned company and brought Burnham in to help lead the next chapter. The model includes employees, full and part time, who accumulate shares and participate in profit sharing, Burnham says.

“The more somebody works here, the more shares they’ll have,” he says. “Shareholders participate in profit sharing in the same way that publicly traded companies issue dividends.”

Over time, employees can sell shares back to the company, creating what Burnham describes as “a potential kind of retirement package from a business, an unusual benefit to have outside of working for a large, publicly traded company.”

The shift already has paid off. Since becoming employee-owned, WLFS’s internal share value has doubled, reflecting operational success and customer loyalty in a rapidly changing retail environment.

“This has had a direct impact on our success,” Marketing Manager Briana Paronto says. “Strong relationships, repeat customers and word-of-mouth recommendations are all driven by the experience our team creates. At the end of the day, people come in for products, but they come back because of the people.”

She adds, “Employee ownership has created a culture where everyone is looking for ways to improve, solve problems and support each other. That mindset has led to stronger operations, better customer experiences, and continued growth across both pet and farm categories.”

That evolution is visible not only in the product mix and operational and revenue success, but throughout the store itself.

Two Worlds Under One Roof

From the street, WLFS looks like the longtime fixture of the town it is. Inside, the design reflects both its past and present: Exposed beams and hanging farm relics speak to its agricultural past, while bright, flexible pet sections create a fully modern retail experience.

“The design starts with function,” Paronto says. “Wide aisles, open sightlines and clear pathways allow customers to move comfortably through the space, whether they are picking up heavy feed or browsing pet products.”

The store is organized into distinct farm, lawn-and-garden and pet zones, making it easy for customers to find what they need while encouraging cross-shopping for households that are buying chicken feed and dog treats in the same trip.

“Visually, the space leans into warm wood tones, exposed structure and straightforward fixtures that reflect our working-store identity,” Paronto says. “It feels authentic, not overdesigned, which resonates with our customers.”

Behind the scenes, operations are built for speed and flexibility. A dedicated warehouse system and coordinated floor allow staff to manage bulk ag orders alongside high-frequency pet purchases. Radios help employees coordinate loading, inventory and customer support in real time, reducing wait times and keeping product flowing efficiently.

From Railcars to Kibble Cab

While the building still sits beside an active rail line, modern convenience comes through services like Kibble Cab, the store’s home delivery and subscription program.

“One of the most impactful ideas we have introduced in recent years is our Kibble Cab delivery service,” Paronto says. “Pet food and litter are heavy, frequent purchases that aren’t always easy to carry home.”

Kibble Cab allows customers to schedule deliveries directly with the store. Last year, the team added a subscription option for recurring deliveries and curbside pickups. In 2026 alone, the store’s e-commerce platform — including Kibble Cab and subscriptions — has grown about 60%, averaging roughly 100 online orders each month through local delivery and curbside pickups.

“The service has increased repeat purchases, strengthened customer loyalty and allowed us to better support customers,” Paronto says, “shifting us from a place people shop to a service they rely on.”

WLFS’s digital platform builds on that service model, offering product browsing, appointment scheduling, and educational content tied to seasonal needs. Social media and email campaigns reinforce that connection with content that blends utility and personality.

For example, the “Squeak of the Week” series tests dog toys on camera and blends humor with product education. Across Facebook, Instagram and TikTok, WLFS reaches nearly 8,000 followers with educational videos, seasonal content, and promotions supported by direct-mail campaigns tied to chick care, gardening and pet nutrition, among other topics.

“We focus on creating content that is helpful, relatable and reflective of the customers we serve,” Paronto says.

Community engagement goes beyond marketing to events. The Barking Lot Party turns the store’s parking area into a gathering space for customers, rescues and vendors. Police K9 Awareness Day highlights working dogs, strengthens relationships with local law enforcement and raised $1,459 for the Vermont Police Canine Association in 2025. Partnerships with 4-H programs and local organizations deepen ties to regional and youth agriculture.

Those events reinforce a role WLFS has played for generations. Customers come for products, but many stay for advice and relationships built over years of visits. Staff members routinely help first-time chicken keepers choose supplies, answer nutrition questions for pet parents, and guide gardeners through seasonal challenges. In a region where hobby farms, backyard flocks and family pets often share the same property, the store has become a gathering place where practical knowledge is exchanged as readily as products.

For Burnham, WLFS’s longevity stems from adaptation without losing identity.

“To have had that longevity in the community speaks volumes to the impact and the value that we have within the community,” he says. “Creating an employee-owned business means that hopefully we have another 100 years in us, and we can continue on as we have.”

Five Cool Things About West Lebanon Feed & Supply

1. PINTS FOR PAWS. In May, WLFS partnered with Dartmouth Hitchcock Medical Center in the “Pints for Paws” campaign. When donors gave blood, platelets or plasma and shared a photo of their pet, the store donated a bag of dog or cat food to the Upper Valley Humane Society. They donated 765 pounds!

2. REAL-LIFE EXPERTS. Team members genuinely care about their work, animals and customers. Many bring hands-on experience raising chickens, caring for livestock or managing multi-pet households themselves, giving customers practical advice from first-hand experience.

3. HUMOR INCLUDED. Signs such as “Shoplifters will be composted” and a mousetrap labeled “Complaint Department, Press Button for Service” display the store’s sense of humor and keep customers smiling.

4. SHOP FOR A SHELTER PET. Customers can support six local rescue organizations by shopping the store’s Rescue Wishlist Wall or purchasing items from online wishlists. An annual angel tree expands the effort during the holidays.

5. AN EQUINE EVENT TO REMEMBER. One of the store’s most-attended events was an equine gathering that brought in vendors from feed to blankets, 4-H, and a customer’s miniature pony for rides. It drew a crowd that reminded the team just how broad their community truly is, and more such events are planned.

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