In 1985, when Clair and Virginia Zimmerman moved their small country store to a storefront on Cantril’s main street, they named it “Dutchman’s Store,” a nod to their Pennsylvania Dutch heritage and the German dialect they brought with them from Lancaster County. Four decades later, their family business has transformed this town of 225 residents into a regional destination.
The newly constructed Dutchman’s facility, stocked with everything from sewing supplies to ammunition, clothing to bulk foods, employs 100 people from across southeast Iowa. Drawing 2,000-4,000 daily visitors from a two-hour radius, the sprawling store has become a place for families to eat, shop and gather.
“Our goal was never necessarily to get to be a big business,” explained Kevin Zimmerman, who joined his father in ownership in 2010 along with his brothers Wilmer and Kenneth. “Our goal was always to provide what the customer wanted.”
When customers asked for ways to get their favorite products without driving to Cantril, Zimmerman found an answer that aligned with his Mennonite values. “We use the parts of technology that are useful in business,” he explained. Shunning social media and flashy advertising, they created their Amazon store in 2018 with just three products. For the first time in the store’s history, their popular popcorn kernels and coconut oil could be delivered directly to customers’ doorsteps.
“We chose Amazon because they could handle the shipping through their fulfillment centers,” Zimmerman explained. “We didn’t have the facility for day-to-day shipments, and I needed to focus on managing our store, not coordinating deliveries.” With Fulfillment by Amazon (FBA), Zimmerman ships his products directly to Amazon on a pallet, and from there, Amazon handles storage, packing, shipping, and customer service. This service costs 70% less per unit than comparable premium shipping options, making it possible for rural businesses like Dutchman’s to efficiently serve customers everywhere.
Just as they had built their local reputation on quality and trust, the Zimmermans brought the same values to their Amazon store. Their popcorn, sourced from local Iowa farmers, maintained its natural, non-GMO production standards. “My theory was always, ‘it should grow organically,’” said Zimmerman, letting their products speak for themselves. The approach resonated with customers nationwide. Their coconut oil rose to become one of the top-searched products in its category, proving his philosophy that “if you have a good product that people want, they’ll be back for it...and they’ll bring someone with them.”
With ten children of his own and his brothers’ large families coming up behind them, Zimmerman sees Amazon as an opportunity for the next generation. “It’s important to us to work with our children to teach them good work ethics and how to serve people in a good way,” he said.
Five years after first shipping popcorn and coconut oil through Amazon’s fulfillment centers, those three products now generate close to $1 million annually. Zimmerman attributes their success to staying true to their values of quality products and honest service. “We’re just here for a short time taking care of what God has given to us.”