Standard Feed & Seed has been a part of Jacksonville’s story since April 1, 1946. On April Fool’s Day, brothers John and Bill Moore opened the doors of their new seed and feed store at the corner of Myrtle Avenue and Kings Road. Their first day brought in a respectable $400 in sales, an encouraging start for what would become one of Jacksonville’s longest-running neighborhood businesses.

In the mid-20th century, Jacksonville still had deep agricultural roots. Cattle, dairy farms, and horse properties surrounded the growing city, and the Moore brothers built their business by supplying the seeds, feed, and farm essentials that local farmers depended on. For the next 44 years, the brothers operated the store from its original location, building strong relationships with generations of customers who came to rely on Standard Feed & Seed for quality products and friendly, knowledgeable service.

One of the store’s most memorable innovations came after the brothers attended the 1960 New York World’s Fair. Inspired by the cafeteria-style dining concept they saw there, they created what they called the “Seedteria.” The idea was simple but clever: customers could select small quantities from a wide variety of bulk seeds, “a little of this and a little of that”, instead of buying large prepackaged amounts. The Moores even trademarked the name, and the Seedteria quickly became a signature feature of the store.

When the Moore brothers retired in 1990, the business was sold to Rob Davis, ensuring that Standard Feed & Seed would continue serving the community. The store later passed into the care of its current owner, Frank Wallmeyer, who considers himself less an owner and more a steward of an important piece of Jacksonville history.

As Jacksonville grew, the store evolved along with it. Where it once served large cattle and horse farms, today it primarily supports backyard gardeners, hobby farmers, and small-scale livestock owners. Customers can still find more than 150 varieties of garden and vegetable seeds, along with feed and supplies for a wide range of animals.

In 2011, Standard Feed & Seed faced a major transition when its longtime building was slated for redevelopment. Rather than close, the team relocated just a few doors down to 1236 Kings Road. In an impressive 90-day effort, an existing warehouse was remodeled into the store’s new home, without missing a single day of business.

Today, Standard Feed & Seed remains one of Jacksonville’s true “Americana” landmarks. The store’s old-school atmosphere, complete with murals, exposed ductwork, and tools hanging from the walls, reflects its long heritage. Alongside seeds and feed, visitors will find chickens, ducks, turkeys, rabbits, and guinea pigs, with thousands of young hens (“biddies”) passing through the store each year. The shop is also known for its fresh roasted peanuts and specialty feed for animals ranging from koi fish to kangaroos.

Almost 80 years since opening day, Standard Feed & Seed continues to serve the community as a place where neighbors gather, gardeners plan their next harvest, and connecting modern Jacksonville with its agricultural roots. 🌱🐔🌽

What's your history at Standard Feed? Tell us below!