Small Business Spotlight: ELK Local Foods

Lora Neel is passionate about several things — her daughters, local food, living in Apex, and supporting small businesses — not necessarily in that order. So, when she had the opportunity to make a career change, it was natural that all of those interests came together with the opening of ELK Local Foods last November. 

Neel had spent 20 years at John Deere, first on the engineering side and eventually landing in marketing. Her training in identifying customers and their needs, plus her MBA from Duke, gave her the background and confidence to become an entrepreneur.

Everything from the store’s location to its stock of entirely made-in-North Carolina wares, reflects her love of the community. 

“I’ve lived in Apex for over 20 years now, moved here after college, have always stayed in the area, raised my kids here,” Neel said. “I love being near downtown, being able to walk downtown, get coffee, visit the stores, the restaurants.”

Heather Taylor Petrovich, with Peak City Podcast, recently spoke with Neel about the business and what it was like to launch during a pandemic. 

Can you tell us about the name ELK?

The name ELK is for me and my two daughters. They are Ellie and Kira, and I’m Lora, so that’s where ELK came from. Our little family monogram is ELK. We started using that a couple of years ago. 

Then because they were so involved in the whole business and really forming it with me, it made sense to keep that and go with it.

What motivated you to start this business? 

Probably the biggest motivation was my kids. They really helped me. So, I actually had left John Deere earlier in 2020, at the beginning of the year, and I was trying to figure out my next steps. My kids were a big motivation to try and find something that was more fulfilling, something that they could be involved in. They really liked the idea, and then I just love local foods. It’s something I’ve been fascinated by and interested in for many years. 

The idea was just coming about around the time the pandemic hit. So, it was definitely not the best timing, but I needed to do something. Things had settled down a little more as the pandemic rolled along. By the summer, I felt a lot more comfortable trying to take those next steps.

What made you get this particular space, because you’re right in downtown Apex?

Ellie will really appreciate this question, because as we started the conversations about the store, we were just doing those first ‘How would this all work?’ 

So, she’s a 12-year-old, and she went on the computer and found the space for lease. She’s the one who found it. It happened to be available, and it seemed like a great location. It’s not directly on Salem but still downtown and a little closer to some of the parking. And it’s a great big space.

Lora Neel stocks a variety of North Carolina-made products in her store, ELK Local Foods. Photo by Val Stone Photography

What was your vision? What do you sell at the store?

It’s like a small grocery store — everything from snacks, local honey, cheeses, premade meals, local chicken, seafood — a big range of things.

The vision is really helping other small businesses grow. I like local foods. It is something I’m passionate about, and the vision is really to help those small businesses grow and have a place to sell. I want to help them develop, grow their business and reach more customers. 

Mostly it’s working directly with each vendor, which is a lot of fun — a couple of small distributors but really it’s directly working with each of the vendors. A lot of them are in the Triangle, and they deliver themselves, so I get to meet them and get to know their story. …Some of the ones who are just starting out, we’re talking about packaging and pricing, and really helping them develop the business along the way too. 

So your marketing background is actually being put to use?

That’s right. For them as well. 

Where are you finding your vendors?

Quite a few I knew from farmers markets, multiple farmers markets in the area. And then they also reach out to their other friends at the farmers market. There’s definitely some word of mouth. The customers come in with suggestions, so that’s exciting. Also, I reach out through the North Carolina Specialty Foods Association, through some of the commissary kitchens.

Where do you see this going forward?

I want to keep it as a little shop. I love being part of the community — live, work, play in Apex. That’s definitely the vision — going back to helping the other small businesses grow and reach customers. 

As Apex continues to grow and change, does it adjust a little? Sure, but definitely staying here and being a part of the community.

Peak City Podcast is your resource for everything Apex. Building bridges in the community to support a strong, vibrant and engaged community! Listen to this and other episodes at peakcitypodcast.com.