Dale Ham was only a fireman with a small landscaping business. Now, he’s called a titan of his industry by D Magazine. And it all came from a mysterious hunger to grow peaches. In the 70s, the urge came to him when he saw the for sale sign on Hwy 80.
Fast forward 45 years, and his once roadside fruit stand has become an indoor, air conditioned, Disney World farm market food extravaganza.
Plus, Ham Orchards became known Texas-wide for its homemade peach ice cream. But Dale’s business has a secret to its prosperity. And to understand it, visitors have to dig into its roots. There lies an ancient brand of marketing and leadership, it’s a unique combination of faith and kindness.
Is this blend of these two virtues your business’s missing ingredient? Let’s look at the Ham case study.
Digging past the Ham Orchards’ Special
As daughter, Sharien Ham Strange explained, confidence in their product and process blossomed into a personalized commitment to excellence.
“Ham Orchards stands out from other places due to a combination of quality, tradition, and experience. With over 45 years of family-owned and operated experience, our orchard produces some of the finest peaches in Texas, offering them in various formats, including half-bushel boxes and sorted stacks.”
Dale prides himself for never picking a peach too soon. His crops, unlike the ones in other grocery stores, come ready to eat right off the tree.
That hand picking is the differentiator of Ham from other peach vendors. Yet, the sense from folks around is that the orchard is more than a stop on County Road 309 for delicious peaches.
Tunneling Beyond the Experiential Angle
Sharien cited right away the Ham Orchards gives visitors a cherished experience.
“The pavilion features barbeque by Eddie Deen, known worldwide, and live music performances by local artists, adding to the unique atmosphere.”
This selling of the experience over the product is something well known in millennial marketing. It was intriguing to see it applied to a market store/peach orchard industry.
Then, Strange raised her value of the Ham Orchards’ experience above her competition.
“Our commitment to quality and community, along with a history of hard work and biblical principles, makes Ham Orchards more than just a place to buy peaches–it’s a place to create lasting memories.”
With a gander underneath Ham’s social media posts, you begin to catch that spirit.
-You made our very last summer with our oldest child a blessing. He is seen here holding our youngest child. This photo was taken May 22, 2023, just a couple of days before he accidentally drowned. I will have memories from taking him and all our kids to Ham Orchard for years to come. From the ice cream to black berry picking, we’ve enjoyed your market for years. Thank you for making these memories possible. 
Yet beneath Sharien’s careful, crafted marketing elevator pitch, there was something more mysterious at the heart of Ham Orchards’ 45 year journey.
After a survey of their media and literature, here’s the hypothesis.
All Ham’s success appears blessed by two deeply experiential, virtuous root systems. These surfaced early as Dale’s business began. During 45 years, his orchard has been a testing place and testimony of faith and generosity.
Farmland Sale Uncovers Spiritual Seeds for Ham Orchards
Ham Orchards is a place built on foundations of faith. And it’s been that way throughout the land’s history.
Sharien first found this out talking roadside with her neighbors while selling them peaches.
“Some of the best memories I have were made on the side of the highway meeting new people and listening to stories told by neighbors. Our neighbor, `Mr. Pratt told me that back in the day people would come from all around in their horse drawn wagons to the home on our farm on Sunday afternoons to have singings.”
Later, Sharien’s dad, a Richardson, Texas fireman captain on the squad for 32 years, really flung a seed of faith. He had no idea what he was doing at first. Although he owned a landscaping company, he never planted any crops for a living. Spotting a for sale sign off Hwy 80, created an interesting life twist.
“When my dad purchased the first 23 acres our family lived in Garland. We were on our way to Henderson & Mount Enterprise to visit our family when my dad noticed a for sale sign on the side of Hwy 80 and told my mom he was going to buy that land. Sure enough, he did and we were so excited our family had a place to come outside of the city.”
Seeds of Faith Flung for Ham Orchards
But Ham Orchards is a place also built on things hoped for.
That trip back home to East Texas was always special for many reasons.
“My dad’s mother passed away when he was four and his dad when he was 18. He grew up very poor and was raised by his grandmother, Momma Ham in Mount Enterprise, Texas. Momma Ham made sure my dad was in church every time the doors were open.” Sharien explained, “She loved the Lord and taught my dad about Jesus and the importance of faith. Ponie & AA Poovey were his mother’s parents and he also spent time with them deep in the woods of East Texas.”
Dale’s purchase of farmland off Hwy 80? It was a complete impulse buy of 23 acres. The excitement for his new venture thereafter, sowed dollars into his local economy.
“My dad found peach trees on sale for $1.00 each at Wolf Nursery. He drove to every … Nursery in the Dallas area until he had purchased all the peach trees that he could find and planted the first orchard of 100 trees. Total cost equaled $100.00.”
Tiptoe Steps of Faith for the Hams
Of course, fruit created from the orchard wasn’t instantaneous. Sharien doesn’t quite remember when the land was purchased, but she does recall their first sale.
“When they began to get ripe a few years after he planted them. We would sell them in our front yard in Garland and soon realized we had too many and would never sell them all in the front yard.”
When Dale, her dad started out, he was selling peaches to neighbors at their house in Garland, Texas. So as supply exceeded demand, that sent him on the search for more customers.
“One hot summer day in July, we pulled over the railroad and sat on the back of the pickup truck on the side of Hwy 80. And (we) sold out of our truck load of peaches in one hour.” Sharon emphasized, “That day changed our lives forever.”
Safety concerns for customers buying Dale’s peaches too close to the railroad tracks arose. The railroad called the Texas Department of Transportation to intervene.
“The people that control the highway right aways came along and said, ‘you can’t sell here anymore.’” Dale’s wife, Judy Ham reflected, “And I nearly died. I thought, this won’t work,”
Then, Dale, Judy, and their two daughters, Sharien and Karien, stretched their faith.
“And so, we moved up over the railroad track and set up a little stand. And it was amazing how many people pulled up … and came to visit us,” Judy said.
The Ham family business grew, and they renovated.
Faith in Action for Ham Orchards
Judy explained, “We built a building up there, and it was real good. We had a garage door that we opened and when we got that open, off we go. We decided, well, we’ll grow some plums, apricots, blackberries, and we just have increased slowly,”.
Expectant faith blossomed into constant growth. Faith begat more faith in their orchard and business.
With financial success, a vision emerged. The progression from back of pick-up bed fruit sales to a fruit stand changed into a garage door store. And their store success led to more and more expansion. Today, Sharien manages a sizable farm market store, while Dale maintains a 100 acre orchard of 10,000 peach trees. Plus, the property has 8 acres of blackberry patches and various fruit trees.
The Hams’ Test of Faith
As a seasonal business, Ham Orchards opens from mid-May to mid-August. Businesses dependent on Texas summers find they’re anything but merciful to plants. Gully washer-like rains can close berry patches in an instant. And the heat can wither developing crops in an afternoon.
It makes sense to keep the orchard open on weekends to make up for these losses, right?
But the reliance on a higher power for a farmer’s harvest tugs at the spirit’s heart strings.
“About 13 years ago, we heard God tell us to close our business on Sundays and have had an incredible amount of peace ever since.”
The family calls the orchard their little piece of heaven. That visage is reflective of their full faith experience of risk and reward.
Fruits of Faith for the Orchard
The Ham family’s life steeped in personal faith influences their employees as well.
“Every morning begins with a devotional and prayer time led by our employees.”
Sharien beamed.
Ham Orchards’ social media also spotlights a close-up look at faith. On their feed, many Scriptural verses appear alongside peach harvest photoshoots. Plus, this year, Ham Orchards’ social media took a more interactive faith turn. The family business gave a venue for their employees to share their faith in video clips, one favorite bible verse at a time.
As one commenter wrote:
We love coming to Ham Orchards every summer. … And I do so appreciate the testimonies of the young people who have shared their favorite Bible verses this summer. That has been so special & it really resonates with us older folks to see the younger generation sharing their faith. Thank you for always being a bright spot for our family each summer!
And it’s not only social media fans who recognize the potential of a work atmosphere of faith.
“Companies that stress dynamic leadership strive to teach leaders this very thing — learn how to show your employees that you really care about them, that they matter, that they’re all a part of something bigger than themselves.” Laurie Rafferty Pallotta of REV said speaking about Ham’s leadership, “So, it sounds more like this family business is practicing MCaaS, Meaningful Connection as a Service, which is really just good business sense.”
Yet, as much as faith is an unknown differentiator in Ham Orchards, it does not tell the full company marketing story. There’s still more to uncover in their leadership and marketing case study.
Generous to the Core of Ham Orchards
Dale’s heart is fully invested in his business, and always has been.
Sharien shared:
“We’d have people who would stop in the old days who we knew couldn’t afford the peaches. So, we would find out where they lived and go to their house, and we would take them peaches. God just really gifted me with a special father who taught me many good things about life.”
The 2018 Texas Country Reporter unveiled something unknown to visitors of Ham Orchards. It’s the main test orchard used by Texas A & M University. These researchers are curious why Dale hasn’t lost a full crop in 45 years. And Dale lets them collect all the data they wish.
Exemplars of Kindness at Ham Orchards
When speaking of Ham Orchards, it’s difficult to look past their people. Ham Orchards is dedicated to hiring local kids and supporting their local, Terrell, Texas economy.
“We hire about 65 high school and college students to work in our front store and about 30-40 women and students that help in produce and the bakery,” Sharien explained.
Dale shared, “We try to make sure that everyone we have in the store tries to be as nice as they can to everybody that they see.”
Judy smiled and said, “We teach them to be kind, and they are. They’re overly kind to people. I just don’t hardly know of anybody who’s not an exemplary of kindness.”
“Well, Sharien’s done a real good job with the way she picks her people to work. We’ve got an outstanding group that works for us.” Dale added, “It’s just, you just have to be here to see it, and be around ‘em to see what it’s all about.”
Family Roots of Ham Orchards
“My husband, Richard and I were introduced by my dad in the middle of the orchard in 1985. Our first date was selling peaches on the side of Hwy 80,” Sharien continued, “Since then, five other couples have met at the orchard while working and ended up getting married. It is a special place where we consider all of our employees part of our family,”
Then, Sharien uncovered what she believed was the true success behind the orchard.
“The heartbeat of Ham Orchards is Jesus Christ.”
These seeds of faith and generosity blessed Ham Orchards through 45 years of harvest and prosperity. This family business revolutionized Texas peach farming. Today, it has created a new Texas standard. That’s its recipe of delicious produce delivered within communities of exemplary kindness.
Sharing the Wealth of Ham Orchards
The family atmosphere doesn’t stop with employees and customers. A quick look around will reveal not all the produce in the market comes from Ham Orchards. The store is filled with produce from local farmers too. These sell their products off Ham Orchards shelves.
But the greatest symbol of kindness lies in the open-to-the-public blackberry harvest patch. With a bucket and patience, watch the young and aged eyes light up as this magic of fruit appears. This reminiscent light once filled Dale’s eyes, the day he saw the for sale sign on an empty patch of land off of Hwy 80.
Y’all Come Back Now
“It was a love of labor, a labor of love, love of peaches, love of farming and a love of life.” Texas Country Reporter (now On the Road with Kelli and Bob Podcast) surmised in 2018 the spirit alive at Ham Orchards.
And six years later, Dale’s bright face in the golden, Texas, summer sun still tells the same tale.
Visit the place where faith and generosity continue to bless each fruitful harvest. Here at Ham Orchards in Terrell, TX, savor their special, secret spice of life.
It’s a marketing and leadership style that is caught within the idea of community building. Faith in something bigger than any group in Ham Orchards lays the groundwork for greatness. Kindness in treating everyone as a treasured guest from employee to customer is its staying power.
Sum it Up
Ham Orchards has a unique blend of leadership and marketing that may be your business’s missing ingredient. In a lot of ways, this makes only smart business sense. But it’s deeper than that.
Let’s review these components of the Ham Orchards case study.
- Have faith in your product from the start.
- Over time, develop confidence in your process and pursue excellence.
- Sell the experience of the business to your customers.
- Let the on-campus experience spill onto your social media marketing.
- Focus on taking that bigger than life experience and creating a business culture within it.
- Let kindness be the rule, not the exception in your business.
- Be true to the values that brought success to you.
If you liked this post, feel free to share it with your friends and family. Until next time, be your top-shelf you.