The Growing Season

1. Humble Roots Forged Unstoppable Drive

As difficult as my early life was, the land has always been good to me.

Childhood adversity. Sarah Frey's early life on a remote Illinois farm was marked by extreme poverty and a lack of basic amenities, including no indoor plumbing until she was five. Growing up as the youngest of twenty-one children (including half-siblings), she was expected to perform adult-level chores from a very young age, such as carrying water and wood, and helping with farm labor. This challenging environment, however, instilled in her an unparalleled sense of self-reliance and a relentless work ethic.

Early independence. By age seven or eight, Sarah was undertaking tasks most teenagers wouldn't consider, learning to hunt, fish, and live off the land from her four older brothers. This practical education, combined with her father's insistence on good manners and academic excellence despite his own limited schooling, shaped her into a confident and capable individual. She learned to navigate complex family dynamics and the harsh realities of farm life, developing a deep understanding of survival.

A unique perspective. While she initially longed to escape her rural upbringing, Sarah later recognized the inherent richness of their "dirt poor" existence. They practiced an original farm-to-table lifestyle, eating organic, hyperlocal food out of necessity. This early exposure to sustainable living, coupled with the constant need to make do with little, gave her a unique perspective and a profound appreciation for the land, which would become the bedrock of her future success.

2. The Melon Route: A Seed of Entrepreneurship

When it came to what would become the most important skill of all in my life—the ability to get off the Hill and make money—it was my mom who showed me the way.

Unlocking potential. Sarah's mother, Elizabeth, inadvertently started a "melon route" by selling surplus cantaloupes to local grocery stores, turning a small profit. For young Sarah, these trips were a revelation, offering a glimpse of life beyond the isolated farm and a tangible way to earn money. She eagerly accompanied her mother, learning the fundamentals of commerce and salesmanship from a very young age.

Early salesmanship. Sarah quickly developed a knack for selling, confidently approaching produce managers and upselling them on melons. Her small size was an advantage, as adults were often disarmed by her confident voice and business acumen. She learned to read customer needs and tailor her pitch, understanding that a good deal was about more than just price—it was about perceived value and timing. This experience was her first lesson in negotiation and customer service.

Vision for scale. The melon route taught Sarah the direct correlation between effort and profit. She saw the potential to scale this simple business exponentially, envisioning a future where she could buy a truck, source produce, and drive hundreds of miles to resell it. This early exposure to direct sales and distribution, combined with the tangible reward of cash in her pockets, solidified her entrepreneurial aspirations and provided a clear path to independence.

3. Fear as a Powerful Motivator

Fear can be one of the best motivators. It’s worked for me my whole life, ever since.

Harnessing terror. From a young age, Sarah learned to transform fear into a powerful tool. The terrifying incident of being forced by her father to load a massive snapping turtle into a truck, despite her genuine fear of losing a hand, taught her to confront danger head-on. This experience, fueled by adrenaline and the desire to avoid domestic chores, became a foundational moment, proving her capability and instilling a belief that she could overcome any challenge.

Survival instincts. Growing up in a harsh environment, Sarah faced numerous dangers, from farm accidents to the threat of a predatory farmhand. These experiences, though traumatic, honed her survival instincts and taught her to remain calm under pressure. She learned that inaction or hesitation could have dire consequences, reinforcing the need for quick thinking and decisive action, whether it was hiding a "murdered" chicken or confronting an abuser.

Calculated risks. This early conditioning allowed Sarah to embrace risk in her business ventures. She understood that the worst outcome—poverty—was something she had already survived. This perspective enabled her to make bold decisions, knowing that the fear of failure, while present, was a manageable force. Her ability to envision success while acknowledging fear became a core part of her strategy, driving her to push boundaries and achieve seemingly impossible goals.

4. Family as the Foundation and Workforce

My brothers were my best friends.

Unbreakable bonds. Despite a chaotic and often difficult upbringing, Sarah's four older brothers—Leonard, Harley, John, and Ted—were her constant companions and greatest allies. They taught her essential survival skills, from hunting and fishing to repairing machinery, and provided a sense of camaraderie that compensated for the lack of outside friends. Their shared experiences forged an unbreakable bond, making them her first and most reliable team.

A built-in workforce. As Sarah launched Frey Farms, her brothers became the backbone of her operations. John, with his computer skills, helped professionalize the business, while he and Ted became long-haul truck drivers, navigating challenging routes and overcoming logistical nightmares. Harley, despite his injuries, also contributed. Their collective willingness to work tirelessly, often in grueling conditions, was instrumental in meeting the demands of major retailers like Walmart.

Loyalty and support. The Frey siblings operated on an unspoken code of loyalty and mutual support. They shared resources, helped each other in crises (like Ted's accident or John's bike crash), and provided emotional anchors. Even when they questioned Sarah's ambitious plans, they ultimately rallied behind her, understanding that their collective strength lay in their unity. This family-centric approach allowed Frey Farms to grow from a small, struggling operation into a multi-million dollar enterprise.

5. Underestimation: A Strategic Advantage

There is something to be said for being underestimated.

Defying expectations. As a young woman in the male-dominated agricultural and produce industries, Sarah was frequently underestimated. From bankers questioning her ability to repay a loan in three months to produce brokers dismissing her as "just a young girl," she consistently faced skepticism. This underestimation, however, became a powerful motivator, fueling her drive to prove her critics wrong and exceed all expectations.

Leveraging perception. Sarah learned to use others' preconceived notions to her advantage. She allowed people to assume she was older or part of a well-funded, multi-generational agribusiness, while secretly bootstrapping her operation. Her calm demeanor and unwavering confidence, even when facing aggressive male counterparts, often disarmed them. She understood that their underestimation of her capabilities was their disadvantage, not hers.

Strategic silence. When confronted with rudeness or sexism, Sarah often chose strategic silence or a dismissive smile rather than engaging in conflict. She recalled her father's advice: "Don't ever let them know they're getting to you." This approach conserved her energy and allowed her to focus on her goals, ultimately leading to sweet victories, such as the encounter with the remorseful broker Howard, where her quiet strength affirmed her success.

6. Innovation Born from Necessity

You have to learn to think a different way when you’re struggling.

Scrappy solutions. Faced with limited resources and the need to scale quickly, Sarah and her brothers embraced unconventional solutions. Instead of expensive tractors, they converted old school buses into harvesting vehicles by removing seats and sides, a novel concept at the time. This "scrappy and nimble" approach allowed them to maximize efficiency and minimize costs, demonstrating that necessity truly is the mother of invention.

Adapting to challenges. Early mistakes, like tearing out windbreak trees and losing half a farm to dust storms, taught valuable lessons about environmental management and the importance of understanding the land. These setbacks, rather than deterring her, fueled her commitment to continuous learning and adaptation. She sought advice from experts, like the University of Illinois crop science professor, to refine her farming practices.

Product diversification. Sarah's innovative spirit extended to product development. When a buyer requested watermelons that didn't meet size specs, she rebranded smaller fruits as "Melon Babies by Frey Farms," creating a new market for personal-sized produce. Similarly, recognizing the waste of "ugly" pumpkins, she developed "Autumn Couleur" decorative mixes and explored year-round culinary uses, transforming overlooked crops into valuable products.

7. The Power of Persistence in the Face of "No"

To me, the word “no” just meant “not today.”

Relentless pursuit. Sarah's quest to become a supplier for Lowe's exemplifies her unwavering persistence. Despite numerous dead ends, cold calls, and being passed from one contact to another, she refused to give up. This multi-step "campaign-style negotiation" involved traveling across states, meeting various intermediaries, and patiently building connections, all for the chance to secure a meeting with the right buyer.

Turning obstacles into opportunities. Each "no" or delay in her pursuit of the Lowe's account only strengthened her resolve. She viewed the arduous process as an opportunity to learn the company's culture from the ground up, gaining insights that a top-down approach would have missed. Her ability to maintain enthusiasm and a sense of humor throughout this frustrating journey was key to her eventual success.

The ultimate win. When she finally secured the meeting at Lowe's headquarters, Sarah's confidence was unshakeable. She didn't care if the buyer took her business card or even if a deal was struck; the victory was in having "bagged the bird." Her direct, no-nonsense approach, born from her hard-won journey, impressed the buyer, leading to a multi-million dollar annual contract and new product lines, proving that persistence pays off.

8. Field Run Mentality: Valuing the Imperfect

I’ve always identified with the “ugly fruit,” the underestimated, the neglected.

Embracing imperfections. Sarah's "field run" philosophy, which values crops regardless of their size or shape imperfections, extends to her approach to people. She believes that the best-tasting fruit often doesn't look perfect, just as underestimated individuals often possess hidden strengths and immense potential. This perspective is deeply rooted in her own experience of being an "ugly fruit" in a world that often judged her by outward appearances.

Hiring for character. In her company, Sarah actively seeks out and hires individuals who might be overlooked by traditional metrics: single moms, community college graduates, or those with no formal education. She believes these "field run" workers possess crucial character strengths like a strong work ethic, resilience, and a hunger to prove themselves. She has seen them consistently outperform more "rarefied" candidates, demonstrating their loyalty and drive.

Reducing waste, creating value. This mentality also drives her business innovation. Instead of plowing under "ugly" watermelons or pumpkins, she transforms them into value-added products like juices, seeds, and purees. This not only reduces food waste but also creates new revenue streams and expands market opportunities. Her commitment to finding value in the overlooked is a core principle that permeates every aspect of Frey Farms.

9. Beyond Business: A Mission to Nourish and Empower

We were fighting for something greater, something that would be good for families, good for small farms, and good for family businesses.

Improving food access. Sarah's entrepreneurial drive is intertwined with a broader mission to improve food quality and accessibility. She believes that eating well shouldn't be a privilege for the wealthy, which is why she actively partners with value retail chains like Aldi. Her goal is to make fresh, healthy produce and beverages available to everyone, regardless of their income level.

Supporting small farms. Frey Farms actively supports a network of small farm families, providing them with resources like seeds, fertilizer, and packing materials at discounted rates. This collaborative model allows these smaller growers to compete with larger operations and gain access to major retail markets, fostering economic growth in rural communities and ensuring the sustainability of family farming.

Ending food waste. A deep-seated aversion to waste, stemming from her impoverished childhood, fuels Sarah's commitment to utilizing every part of the harvest. Her development of cold-pressed juices and other value-added products from "field run" fruits and vegetables directly addresses the problem of food waste, transforming otherwise discarded produce into nutritious and convenient options for consumers.

10. Work-Life Integration, Not Balance

True work-life balance is an illusion. You just have to ride the wave.

Rejecting guilt. Sarah rejects the notion of traditional "work-life balance," viewing it as an illusion that often burdens women with guilt. Instead, she embraces work-life integration, seamlessly blending her roles as CEO and mother. She works without apology in front of her children and loves her children without apology in front of her colleagues, believing that both aspects of her identity are essential for her well-being and success.

Children in the boardroom. Her sons, William and Luke, are actively involved in her business life, accompanying her on work trips and overhearing business discussions. This exposure teaches them about hard work, responsibility, and the realities of running a company. Sarah believes this approach fosters their independence and understanding of the family's purpose, rather than sheltering them from the complexities of her professional world.

Prioritizing what matters. While she may not win awards for perfectly packed lunches or homemade bake sale items, Sarah focuses on instilling core values in her children: kindness, manners, and a willingness to help others. She uses her own experiences to teach them empathy and the importance of standing up for the underdog, ensuring they understand their privilege and their obligation to contribute positively to the world.

11. Trusting Your Gut and Embracing the Unknown

Buying land and growing things on it is what I was built to do.

Instinctive decisions. Sarah often makes significant decisions based on intuition, even when logic might suggest otherwise. Her impulse purchase of a 500-acre farm in Florida, sight unseen, during an auction, proved to be a highly successful venture, tripling in value. This ability to trust her gut, honed by years of navigating unpredictable farm life and business challenges, has been a consistent driver of her growth.

Divine intervention (and humor). Her decision to buy the West Virginia farm, despite the owners' initial hesitation, was sealed by a "sign from God" in the form of a man with pumpkin tattoos on his backside at a honky-tonk. This humorous anecdote highlights her unique perspective and willingness to find meaning and direction in unexpected places, embracing the quirky and unconventional aspects of her journey.

Resilience in crisis. A health scare, the discovery of a lump, forced Sarah to re-evaluate her priorities and step back from a high-stakes beverage deal. This moment of vulnerability, however, revealed the strength of her team and family, who rallied to salvage the deal and support her. It reinforced her belief in the importance of time with her children and the value of her life's work, reminding her that she was "built to do" what she does, and to appreciate every moment.

Last updated: March 9, 2026