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Farmview Market


The expansive construction project rising from the ground off Hwy. 441 just south of Madison, is a dream come true for the Kelly family of Morgan County. The idea of a 40-acre agricultural retail market was planted years ago, and after being nurtured through hard work, sweat, and love, will finally be ready for harvest this fall. The Farmview Market complex, which will offer locally sourced products via a specialty grocery store, an in-house butcher shop and a farm-to-table café, is scheduled to be open for business at the end of October.

Kelly Products, Inc., is the family-run engine behind this massive project. Headed by Keith Kelly, this diverse, Covington-based company sells products and services to all segments of the agribusiness industry. Providing information and efficiency to the agricultural is their livelihood. Recognizing a need, and acting upon a feeling of responsibility to provide that need, when able, is their moral and familial credo.

A true family project, the majority of the coordination and management of Farmview Market will rest on the collective shoulders of the Kelly clan. Laura Rotroff, daughter of Keith and Pam Kelly, handles information distribution in her role as Marketing and Communications Manager, while her husband, Richard, will bring his supermarket background to the role of General Manager. Brad Kelly, Laura’s brother, rounds out the team in the Business Development department and focuses on forming partnerships with local producers. Together with a team of individuals whose skills are exemplary in their respective fields, the Farmview Market is well on its way to becoming a place to bring the community and agriculture together in a tasteful, vibrant, enriching, family atmosphere.
Soft-spoken and pleasant, Keith paints a picture of the old-school legacy of hard work, fairness, and a healthy dose of “If you’re going to do it, do it right.”

This commitment is to his family, his community, and to setting an example of proactive action to preserve the things he deeply loves. “You have to be willing to do what you can,” he explains. Something he “can do” is to diversify his experience to a project that may prove to be epically impactful for his community. “It was a logical next step for us,” he says.