A new ceo at tri-county feeds, fashion, finds

By Caitlin Scott  |  Photos by Crowell Hadden

On Oct. 1, 2016, 30-year-old Jeremy Noel took on a role that few people his age are destined to fulfill. After careful consideration, Noel and Tri-County owners Bill Jackson and Jeri Noel Jackson made it official: He would be named president and CEO of the family business.

When Jackson founded Tri-County in 1978, he dealt primarily with paper bedding. Not long later, Tri-County became a dealer of high-quality hay and horse feed.

As part of a growth initiative in 2007, the company expanded to include horse tack, riding apparel, home décor and even high-end fashion to fill a need in the community. Now they’re passing the torch, and Noel was glad to answer the call.

“My folks were ready for the next step in their careers and personal lives,” said Noel. “Their best option was to find someone else to run it. It made them comfortable to know they could choose a family member who grew up in the business and loves the customers and the community.”

But Noel, it turns out, qualifies as much more than that. Jackson, his stepfather, afforded him the opportunity to come of age in a small business environment — he was “put right to work” as a teenager at the store and at local horse shows. Through Tri-County, Jackson introduced Noel to a world that ultimately inspired him to go into business himself.

After he graduated in 2015 with an MBA from the University of Virginia’s Darden Graduate School of Business, Noel entered the realm of management consulting, which he found plenty stimulating. There was just one problem.

“I enjoyed working on complex projects and solving problems with big companies,” said Noel. “Exciting as the nature of the work was, I was surprised to find that I often ended up working alone.”

Noel quickly realized that he yearned for a slightly different kind of business experience. Rather than move on to the next company needing his advice, he wanted to move on to the next problem — with the same company.

“The idea of working with people from start to finish was very appealing to me,” he said. “I was eager to experience the shared results when big decisions were made, like improved relationships. I wanted to see those decisions all the way through.”

Now, with about 90 days in the driver’s seat under his belt, Noel takes a moment to reflect — though he admits that running a small business doesn’t allow much time for contemplation.

“It’s been eye-opening how many decisions get made in dozens of areas, not just every day but every hour,” he said. “Like in many small businesses, here you can find people who wear every conceivable hat to fulfill roles and get things done.”

“The idea of working with people from start to finish was very appealing to me.”

– Jeremy Noel

The company’s dynamics have shifted favorably since he took on his new role. Working closely with his mother and stepfather has only deepened his respect for their knowledge, experience and sacrifice. And as he predicted would happen, he relishes the ongoing collaboration with his staff, as well as his interactions with customers, stakeholders and now, a board of directors.

“It’s a lot to take in,” he said. “I try to keep a wide-lens view of how we operate and play a role in the community, which requires guidance and support from everyone involved.”

Now a major cog in the machine, Noel reveres the decision made by his parents to expand to meet the shopping needs of a horse-loving culture while preserving a long-held identity as a feed store.

“It requires a lot of work,” he said. “They’ve managed to maintain important relationships with everyone from feed manufacturers to farm hands and grow new relationships with clothing brands. It’s an interesting line to walk.”

One of Noel’s major goals in the new year is to continue his parents’ legacy of strategic growth and tireless improvement. A strong advocate for collaboration, he has already extended himself to customers, employees and even friends with the aim of developing ideas for better serving their existing clientele as well as forging new customer relationships. His confidence, energy, experience and gratitude undoubtedly make him an excellent fit for this role.

“I feel most grateful for a support system that starts at home; it’s not lost on me that my family, including my wonderful wife, is my support net,” said Noel. “When something comes up, there’s no shortage of people to go to for help. Family is the answer.” ML

Tri-County Feeds, Fashions, Finds

Open Monday-Friday 9 a.m.-6 p.m.
Saturday 9 a.m.-5 p.m.
Sunday noon-5 p.m.

7408 John Marshall Hwy.
Marshall, VA 20115
540-364-1891  |  tricountyfeeds.com