Worcester Business Journal

wbjournal.com | April 27, 2020 | Worcester Business Journal 15 S M A L L B U S I N E S S F O C U S which hit the property when her father was only 1 year old. "My grandfather lives by the motto 'Never give up,'" Harvey said. "And if it weren't for coronavirus right now, he would be at work every single day because that's what keeps him going." But as the world faces a historic recession in the face of the coronavirus pandemic, which has all but halted the majority of the economy, never giving up looks differently than it has in the past, Harvey said. Business owners simply can't operate the way they're used to because they risk harming both staff and customers. But that, she said, doesn't mean customer relationships can't remain a priority. Although the farm is considered an essential business under the ongoing economic lockdown and is allowed to remain open, Harvey's has transitioned its retail operations to a curbside pickup model, which limits the contact she and her staff have with their shoppers. What she's learned, she said, is the importance of being as transparent as possible about how the farm is handling the crisis. "I've always had the utmost respect for business owners that, when things are hard, they share that," Harvey said. Offering a little thank you While there isn't a foolproof manual for keeping businesses afloat across economic downturns, generational leadership changes or fluctuating markets, multigenerational business owners in Central Mass. have certainly weathered nearly every obstacle under the sun – and they're still adapting now, possibly with greater force than ever before. But sometimes, when it comes to finding the upshot of what appears to be an overwhelmingly negative situation, it's the small gestures that go the farthest toward maintaining relationships with clients and customers. Red Apple Farm in Phillipston has been in operation for more than 100 years, first opening in 1912, and owner Al Rose said direct, positive interactions are how he and his staff are used to increasing the value of customer experience. Under the current pandemic restrictions, that's almost impossible, outside of phone calls. His staff came up with a simple solution: flowers. "All through Easter [staff members] were actually collecting daffodils and some other flowers," Rose said. "Now we [give] little bundles, for everybody that comes to pick up, just to offer a little thank you." Remembering everyone is in this current moment together, he said, and stepping up accordingly, is how business owners – and the larger community – will get to the other said. "I do believe we've all got to remember that," Rose said. "Better days are coming, I just don't know when." W Local Business News Reliable news to your inbox every weekday. SIGN UP HERE >> Worcester Business Journal WBJ Southwick's Zoo in Mendon has adapat- ed to its audience by offering a variety of animals and experiences. Oldest operating businesses in New England State Business Founded New Hampshire Tuttle's Red Barn, Dover 1632 Connecticut Field View Farm, Orange 1639 Massachusetts Barker's Farm, North Andover 1642 Rhode Island White Horse Tavern, Newport 1652 Maine Seaside Inn, Kennebunk Beach 1667 Vermont Fort Ticonderoga Ferry, Shoreham 1759 Source: New England Historical Society Harvey's Farm in Westborough has operated through six generations, including following a tornado, which destroyed its barn. The Rose family has operated Red Apple Farm in Phillipston for more than 100 years. PHOTO/MONICA BUSCH PHOTO/WBJ FILE PHOTO/WBJ FILE

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