Worcester Business Journal

14 Worcester Business Journal | April 27, 2020 | wbjournal.com e keys to LONGEVITY Central Mass. multi-generational companies say adaptability, customer service help businesses navigate ups and downs S M A L L B U S I N E S S FOCUS W hen it comes to helping a business stand the test of time, multigenerational business owners point to one key strategy above all others: diversification. Across interviews with leadership from four multigenerational Central Mass. businesses owners – all who head companies in operation for at least five decades – each underscored the importance of mixing up both their goods and their services, as well as an overwhelming willingness to adapt to customer requests and market demands. But while it may sound simple at face value, switching up a business model is no small undertaking, professionally or, sometimes, personally. Jessica Bettencourt, the third- generation president of the Spencer- based general store Klem's, said her father was ridiculed by industry peers aer he took over the business in 1979 and added farm, lawn, garden and pet supplies onto his tractor dealership. "ey called him the dog food man," Bettencourt said. Ten years later, as farms shuttered, Bettencourt said selling dog food helped the business survive what would have otherwise been a significant business upset. But it wasn't a fluke or because of some lucky prediction her dad made that decision. e decision to expand offerings at Klem's was a result of customer needs and requests. "You might dismiss the first customer and say, 'No, no, I'm sorry; we don't sell that,'" Bettencourt said. "But once you have two or three customers start asking for that same product, then you understand there's a need." Staying flexible Betsey Brewer and Cindy Lavoie, who co-own Southwick's Zoo in Mendon with their mother and three brothers, said the same is true in the zoo business. What first opened in 1963 has expanded into a 200-acre private zoo, including a year-round restaurant, rides and animal encounters. Joking they sometimes feel like children during their family meetings and making the zoo last the decades has required blood, sweat and tears, Lavoie said flexibility has been key. "You can't have anything written in stone," she said. Admission sales typically go up during economic recessions because folks are more likely to stay closer to home, and Lavoie said the greatest challenge Southwick's typically faces is out of everyone's control: the weather. With the zoo itself open six months a year, a stormy or even excessively hot season may deter visitors or make it difficult to keep all attractions open. Improving the zoo's offerings becomes key. Whether upgrading exhibits, expanding programming or beefing up their conservation efforts, Brewer and Lavoie said they are constantly reinvesting into their business, operating like a nonprofit even though Southwick's is privately owned. Never give up But while diversification can contribute to growth, business owners have to grapple with challenges beyond scaling and sustainability. When your business is on the brink of collapse, whether figuratively because of economic instability, or literally as was the case for Harvey's Farm and Country Store in Westborough, aer the infamous 1953 tornado tore across Worcester County and knocked down the barn and living quarters, sometimes you have to turn to your community for help. Emily Harvey, who runs the six- generation farm and retail operation with her father, Jim Harvey, said her grandparents lived at their church while they prioritized rebuilding a barn for their dairy cows – their main source of livelihood – before even rebuilding their home. She grew emotional recounting the story of the devastating storm, BY MONICA BUSCH Special to the Worcester Business Journal Jessica Bettencourt learned from her father, Mike Klem, about the importance of being responsive to the market for the business operations at Klem's in Spencer. PHOTO/WBJ FILE

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