Baseball caps help Crusty’s Feed Store build iconic Sandhills brand | Building Nebraska

On the outside, Crusty’s Feed Store may look like any feed store. But inside, it’s a lifeline for producers, offering the tools and supplies needed to raise some of the best cattle herds in the country.

Owners Jason and Kari Christensen opened Crusty’s Feed Store in Arthur, Nebraska, over seven years ago. With minimal experience in livestock nutrition, the husband-wife duo was determined to support local producers and redefine what a feed store could be.

“Your cows are our cows,” Jason said. “If your cows do well, then we do well.”

What started as a simple feed store has grown into a trusted resource for Arthur County producers. As word spread, so did Crusty’s customer reach.

“If you take care of people, they take care of you,” Kari said.

Today, Crusty’s Feed Store is also an iconic brand. Now worn by Nebraska Head Volleyball Coach John Cook, the brand is recognizable by its caps available in over 70 colors and a dozen styles. The couple credits their growth to strong branding and old-fashioned word of mouth.

“The ag community is very social,” Kari added.

After seven years of navigating marriage and business ownership, the couple has developed strategies to thrive together. With the help of their faith, they stay focused on being a team working toward shared goals.

“I trust her with everything,” Jason said.

In this episode of Building Nebraska, discover how Crusty’s Feed Store has pushed boundaries in the feed industry, built a recognizable brand, and maintained a strong marriage through it all. Building Nebraska is powered by the Engler Agribusiness Entrepreneurship program at the University of Nebraska-Lincoln.