As Independence Day dawns under the “Stars and Stripes forever,” rural America stands tall as the “Land of Opportunity.” In the High Plains, grain, meat and resources flow to the world, sustaining nations and embodying the spirit of “one nation under God.”
Yet, as technology and infrastructure connect the globe, rural communities are no longer just exporters of bounty; they are becoming hubs of innovation, where distances to goods and services are bridged by new economic frontiers. These include convenience stores (C-stores) and retail innovators like Wally’s, which are redefining rural access to goods and services.
Rural America as the world’s breadbasket
High Plains states, a cornerstone of rural America, drive global food security. In 2023, they contributed to $18.5 billion in United States corn exports and nearly $12 billion in beef exports, with Iowa, Nebraska and Kansas leading the way, according to Center for Agricultural and Rural Development at Iowa State University and U.S. Department of Agriculture data. Innovations like precision agriculture, boosting corn yields by up to 15%, further strengthen this role.
Despite their economic value, rural communities have faced challenges as farms have grown larger and equipment dealerships and retail outlets have consolidated. However, that is changing. The COVID-19 pandemic highlighted rural America’s appeal as safe, open spaces with strong community ties.
Through that and with a bit of renaissance, places like Casey’s General Stores, a long-time mainstay in many rural communities, and others are discovering the virtues and opportunities available in rural America. The world is moving into the rural communities of the High Plains.
C-stores have taken notice of the new frontier, and they are finding their way into the rural areas of the High Plains. A recent newcomer to the C-store space is Wally’s with its headquarters in Fenton, Missouri. The co-founders, cousins Michael Rubenstein and Chad Wallis, “envisioned a family-friendly, clean store with quality products” according to Nathan Hale, director of construction and facilities.
They both grew up together in rural Missouri and knew a better option would be well-received and could be successful.
Wally’s creates a welcoming experience with offerings like Wally’s Popcorn, BBQ Sandwich House, and Wally’s Cafe, alongside classic snacks, ice cream, drinks, and a jerky bar. They also feature machines dispensing slushies (branded as Sloosh). Among the other merchandise are travel gear, camping supplies, apparel, and various other souvenirs.
From the amber waves of grain to the vast herds of cattle, output in the High Plains is as ‘American as apple pie,’ fueling global markets and embodying the promise of a land where hard work yields boundless opportunity.
High Plains farmers serve both the world and rural America
While most of what farmers and ranchers in the High Plains grow and raise is shipped to other regions and around the world, there are expanding opportunities to keep the harvest close to home. Wally’s, for example, set out to promote itself as “Home of the Great American Road Trip.” According to Lute Cain, vice president of operations and head chef, “Wally’s has team members and guests.” Having worked at country clubs across Missouri, Cain sought to make “Wally’s a welcoming place for guests to visit and team members to work. The bathrooms are clean, the food is fresh and good, and team members make guests feel at home.”
Serving fresh, high-quality food is easy with local ranchers and farmers supplying neighbors and travelers alike. Wally’s is putting its money where its mouth is, serving up local popcorn, beef, tallow for cooking and ethanol to fuel your plate and your ride.
Doug Ruth, a fourth-generation farmer and rancher in northeast Missouri, for example, has been keeping it local by raising Certified Angus Beef and feeding them with the crops he grows. He started finishing cattle about 15 years ago, but COVID-19 set him back by not selling cattle to processing plants.
To overcome market disruptions, Ruth acquired a slaughter facility, initially processing 50 head of cattle weekly and now scaling to 200 head. Through improving genetics, Ruth sells a high proportion of his beef as Prime.
Some of his beef is sold through food service and ends up at places like Wally’s and high-end restaurants and country clubs across Missouri. He also sends beef to a cook facility where brisket is smoked, and shoulder and chuck rolls are cooked. And his beef shows up at Wally’s sandwiches.
Ruth is not done yet. He is opening his own cook facility and starting an online store to sell his beef products. His family is all in across the ventures with he and his wife, Dee, working together along with their grown children who are involved in various aspects of the operations. Living the American Dream, Ruth Family Farms now boasts of being a fifth-generation farm.
Wally’s and Ruth were MAHA (Make America Healthy Again) before it was a trend. Wally’s is converting its frying oil to beef tallow. Lute said, “it just tastes better, customers are gobbling it up and its healthier.” For Ruth, sending tallow to a place like Wally’s it is another notch serving the community where he and his family live with high quality and healthy options.
By sourcing beef, popcorn and tallow locally, Wally’s supports farmers like Ruth while boosting the regional economy. For example, they are growing their own popcorn in fields across Nebraska, Illinois and Indiana. They grow a specific genetic type to achieve consistency and desired performance. Popcorn is a main feature of the Great American Road Trip at Wally’s with many flavor options.
Lastly, Wally’s is adding E15 pumps, which dispense a fuel blend with 15% ethanol derived from local corn, supporting farmers and promoting sustainable energy. According to Hale, “they wanted to partner more closely with the corn and farm community and E15 was a great fit for them to do that.” Hale sees this as a “big win from a petroleum standpoint and are able to cross market promoting fuel and biofuels.”
Shrinking distances with C-stores and retail
Wally’s opened its first store in Pontiac, Illinois, just off Interstate Highway 55, in rural Livingston County. A second location was opened in Fenton, Missouri, across the street from its headquarters. Two other locations are under construction in Whitestown, Indiana, and Independence, Missouri.
In rural America, the melody of freedom now includes the hum of C-stores like Wally’s, shrinking the vast space between communities and delivering goods once out of reach. Beyond providing convenience, C-stores like Wally’s address critical gaps in rural communities.
C-stores address rural vulnerabilities, such as limited food access as rural areas became food deserts. A 2023 USDA-Economic Research Service report showed rural areas were less food secure than urban areas, due to fewer local options.
Large box grocery stores and other chains have been closing small-town shops, then leaving communities without options. C-stores, being smaller and more adaptable, can fill this gap sustainably, fostering local economic resilience.
As Wally’s and similar C-stores dot the High Plains, they are not just stores—they are beacons of “red, white, and blue” progress, making rural America a place where opportunity meets convenience.
Economic development and the future
With bold stripes of innovation and the bright stars of local leadership, rural America’s brave hearts are turning the arrival of C-stores into a catalyst for growth. For example, in Livingston County, Wally’s first store was built, former county commissioner Mike Kirkton remarked how the arrival of Wally’s was impactful to the county. Kirkton said, “while Wally’s brought jobs and tax revenue, it is a place to get high quality fresh food in addition to fuel and household items.”
Hale added, “there are about 130 team members at the Pontiac location and retention exceeds typical industry benchmarks,” suggesting that Wally’s is a good place to work.
Just as the Rural Electrification Act brought power to farms, today’s C-stores are wiring rural America with opportunity, proving that the “home of the brave” is also the home of reinvention. Beyond Livingston County and Fenton, Wally’s expansion to Indiana and in Missouri is creating hundreds of jobs, revitalizing rural economies.
As rural America embraces these innovations, it’s poised to remain a cornerstone of the nation’s economy and identity.
A patriotic vision for July 4
This Fourth of July, as fireworks illuminate the High Plains, let’s toast rural America—the ‘Land of Opportunity’ that feeds the world and embraces C-stores like Wally’s to bridge distances and build a bold future. Its spirit, as free as an eagle and enduring as the land, shines under the “Stars and Stripes.”
So, this Independence Day, visit a local C-store, support a farmer, and celebrate the heart of rural America.
Ken Eriksen can be reached at [email protected].
