Tierra Farm’s Gunther Fishgold Takes On Main Street
By Jamie Larson
Tierra Farm, based in Valatie, New York, is well known for its high-quality organic nuts, coffee, chocolate and dried fruits. While Tierra’s owner, Gunther Fishgold, could easily rest on the accomplishments of his growing company, his latest endeavor is a mix of philanthropy, commerce and civic redevelopment centered on Main Street Valatie.
Before starting his now-national brand, Fishgold’s background was in urban planning, with a degree from the SUNY Albany School of Public Policy. Combining his training and business acumen, Fishgold is taking it upon himself to reengineer Main Street by opening a variety of businesses that he believes will make the area a more diversified destination. He’s completely renovated and revitalized the old village dive bar into the more modern Valatie Bar and Grill and opened an apparel and sportswear store called The Lodge, which would look comfortably at home in Hudson or Great Barrington. And that’s the point: Fishgold is playing the long game, planting seeds so that Valatie can thrive long term.
“The reason we wanted to invest in Valatie is we wanted to make a difference," Fishgold says. “Valatie needs a clothing store, a café, a bar. These are things that are vital to a main street. Five years from now business will be booming."
Next to open will be a bookstore, Wise Owl Books, and The Sandwich Shop. Fishgold is opening businesses strategically. He said he never thought he would own a bar and grill or a bookstore, but since there needed to be one for the village to move forward, he took it on. Those familiar with the Tierra Farm line of healthy and responsible products won’t be surprised that Fishgold (who also trains high-level competitive boxers through his All In gym) is building businesses that serve healthier options for foods and promote physical activity.
“I have a passion for healthy living, but that’s not why I’m doing this," he says. “I see it as a responsibility. If a company is successful, it should give back. It’s a mission of our business to support the community. I have a lot of people involved. That’s why I’m confident. You also have to be passionate. If you’re passionate, when it gets tough (and at some point it always gets tough), you fight for it."
Fishgold’s home is in Chatham, and he says he’s been asked why he doesn’t open something there. His response: Chatham doesn’t need him. It's doing well, has new things coming in all the time and has great people championing it. By comparison with other business districts in Columbia County, Valatie’s Main Street has been largely forgotten and has had a hard time attracting new businesses.
These projects aren’t about politics, Fishgold maintains. They’re geared towards quality of life improvement for the Valatie community.
“I know it’s a challenge, I know it’s a grand plan," he says of his goal of rebuilding a sidelined community by essentially becoming a one-man comprehensive plan. And Valatie isn’t Fishgold's only community development project. He’s also bought the Madison Theater in Albany and opened a Tierra Farm Store and Coffee Roasters next door.
We’ve seen a number of examples in Columbia County of how an initial individual business investment (or two) can jumpstart a small-town economy. Otto’s Market in Germantown, the Hillsdale General Store and Jack Shainman Gallery: The School, just down the road from Valatie in the Village of Kinderhook, have all been catalysts for growth. Fishgold’s plan goes a step further by orchestrating that growth. Time will tell if there’s reward in the risk, but his success so far has been undeniable.
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