Alright – so today we’ve got the honor of introducing you to Dan Hine. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Dan thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
In the summer of 2017, while running a market company in Loudoun County, VA, we decided to give back to the community by offering free marketing services to a local farmers market co-op in need. Despite meeting with their board and presenting fresh, innovative ideas, our proposal for totally free services was turned down—perhaps they simply preferred that their markets remained more “old-school” and that our ideas were a bit too modern for their organization.
That experience led us to start our own local farmers markets. Loudoun County needed strong, vibrant markets to support both our farmers and small businesses. We launched our flagship market at One Loudoun with just seven vendors, which has since grown to 130 vendors. Our market operates year-round, even during the coldest winter days. In 2018, we opened the Brambleton Market, which now features over 50 vendors and is also open year-round.
In 2023, Amazon approached us to launch two markets at their HQ2 headquarters in Arlington, VA—one every Saturday from spring through fall, and another every Tuesday. Both markets are thriving, with Amazon remaining a prominent sponsor.
Looking ahead to March 2025, we plan to open our fifth market at Dulles Town Center (DTC) Mall. This “destination market” will be the region’s first Open Air Market, serving Northern Virginia and the entire DMV area.
In 2023, vendor sales at our Ashbrook (formerly One Loudoun) market exceeded $6.4 million, with total sales across all our markets surpassing $12 million.
One of the key drivers of our success is the scale of our markets. Larger markets generate higher sales for our vendors. While we work to avoid over-saturating markets with too many of the same type of vendor, we aim to provide customers with diverse options.
Another pillar of our success is that we operate with a fully invested team. We employ only paid staff—no volunteers—and offer our vendors a range of resources, some free of charge, to help grow their businesses. This includes brand promotion, assistance with scaling to brick-and-mortar operations, and support for selling wholesale or online.
My goal has always been to create a platform that uplifts both small businesses and local farmers. Small businesses are the heart of our community, and I wanted to help them grow and thrive. At the same time, supporting farmers—who are the backbone of our food system—has been equally important, ensuring they have opportunities to succeed and bring fresh, local food to our tables. It’s about building a space where both can flourish together.
Dan, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Personally, I am deeply passionate about small businesses—helping plant the seed of an idea, nurturing its growth, and witnessing it flourish into something extraordinary. So many people have incredible ideas but lack the resources—particularly the financial means—or the knowledge to launch their business effectively. That’s where I come in. With my extensive background in marketing and business development, I often work closely with these entrepreneurs to help develop fresh, innovative strategies that set their businesses apart and pave the way for success.
Having experienced both the highs of success and the lows of despair in my own journey, I bring a unique perspective to the table. I understand the challenges and pitfalls that often derail small businesses, and I use that insight to guide our vendors, helping them navigate obstacles and avoid common mistakes as much as possible. Of course, this works best when the vendor is open to taking my advice and fully embracing the resources and guidance I provide. Those who are willing to listen and adapt often see remarkable growth and success.
My goal is not just to provide support but to empower vendors with the tools, knowledge, and confidence they need to turn their vision into a reality. For me, there’s nothing more rewarding than seeing a small business thrive and knowing I played a small role in its success.
How about pivoting – can you share the story of a time you’ve had to pivot?
Attending college for IT and Marketing seemed like the perfect fit at the time. After earning my degree, I spent many years as an IT Director for prominent law firms in Washington, DC, and Chicago. Eventually, I decided to branch out and start my own IT company, which I successfully ran for about five or six years. However, as technology evolved at an increasingly rapid pace, I realized I couldn’t keep up with the constant changes. In 2010, I made the decision to sell my IT company and shift my focus to something I was even more passionate about—marketing.
Starting my own marketing firm was a much better fit for me, and we built a strong, reliable team. However, the landscape of marketing began to shift dramatically around 2006, with the rise of social media. Suddenly, anyone with a knack for personal social media began calling themselves a “marketer” and offering services to businesses, often undercutting established professionals. This flooded the industry with competition, making it increasingly difficult to stand out. It became clear that it was time for me to pivot again.
As mentioned earlier, I initially approved a plan to support a local farmers market as a way to give back, offering my marketing expertise free of charge to help promote them. Unfortunately, that effort was met with resistance, and my ideas weren’t embraced. This inspired me to take matters into my own hands. I saw a need in our community for a modern, vibrant farmers market that not only supported farmers but also gave small businesses a platform to pursue their dreams. That realization marked the beginning of my journey to create markets where farmers and small businesses could thrive together, building a stronger, more connected community.
Today, with the invaluable support of Beth Mattheis (our Vendor Relations Manager), who, as a bonus, happens to be my sister—we’ve gained a tremendous asset on the back-end, allowing our operations to run more smoothly and efficiently than ever. Her expertise and dedication, combined with the hard work of our Director of Operations and a talented team of Market Managers, have been instrumental in ensuring that each market day is executed with precision and care. These managers, who are the true “boots on the ground,” bring energy, focus, and commitment to every detail, ensuring that vendors and visitors alike have a seamless and enjoyable experience. Together, this collaborative effort has enabled us to fine-tune a method that not only elevates the experience of our markets but has also positioned us as a front-runner among farmers markets in the 21st century. Our success is a direct reflection of the teamwork, innovation, and passion that drive everything we do.
How did you build your audience on social media?
We built our social media following through strategic efforts and a strong connection to the community. By showcasing the diversity of products and vendors at our markets, sharing vibrant photos, behind-the-scenes content, and interactive posts, we created engaging and relatable content.
A key strategy was encouraging our hundreds of vendors to share their products and stories while tagging our accounts, allowing us to amplify their success stories. Collaborations with local influencers, consistent posting with strategic hashtags, and special events or promotions further expanded our reach. Highlighting community involvement and Amazon’s HQ2 sponsorship for MetPark’s markets added credibility and drew even more attention, fostering a loyal and engaged audience.
Contact Info:
- Website: https://www.eatloco.org
- Instagram: @eatlocofarmersmarkets
- Facebook: @eatlocofarmersmarkets
- Youtube: https://www.youtube.com/channel/UCBETm8m5w7vgissY-YyqDpw
