top of page
.png)
Chariton General Store
September 2025
Chariton Area Chamber/Main Street is proud to feature one of our local contributing businesses in the monthly Small Business Spotlight.
This month, we are featuring Chariton General Store, owned by Mandi Etter. Mandi's business is all about providing quality products while also providing above and beyond customer service.
What is your job title and role?
How long have you been in business in Chariton/Lucas County?
My name is Mandi Etter, and I am the owner of Chariton General Store LLC and Free Range Kayaks LLC. I manage day-to-day operations, from sourcing products and building partnerships to working directly with customers.
I began operating both businesses in 2025. I am the first owner, but my husband John and I come from generations of Iowa farmers. My businesses are rooted in that entrepreneurial farming spirit, while also striving to meet the needs of our community.
Describe your business
Why do you do what you do?
I'm passionate about helping small farmers and families succeed. I want people to have access to the supplies, food, and resources they need right here in Lucas County, without always having to drive out of the county. I also love supporting local makers - Iowa is full of talented, driven people creating incredible products, and I want to showcase that.
We run a multi-faceted local business that blends argiculture, Iowa-made products, and recreation.
Chariton General Store LLC provides everyday goods and unique products for both families and farmers.
Free Range Kayaks LLC offers kayak rentals and a chance for families to unplug, paddle, and relax at our local lakes.
I focus on sourcing high-quality, affordable products, and creating a place where the community can shop conveniently while supporting local business.
Was there a specific moment or realization where you made the decision to start your own business?
The idea started with my dream of running a feed store. I always admired the owners of Chariton Feed and Grain and the way they ran their store with such integrity and dedication to their customers.
What I love most is the variety of my work and the chance to connect with people. Whether I'm loading feed, talking with farmers, chatting with customers, creating videos or meeting with vendors, no two days are the same.
I also wanted to create a store that's easy and convenient for busy families, farmers, and those with mobility issues. Customers can order ahead online, call, or text, or even pull up in the driveway and I'll bring items right to their car. I also offer free delivery within city limits. That flexibility matters - especially for seniors, busy parents, and people who need a little extra help.
At the heart of it all, my motivation is faith and service. If I keep my eyes on God and stay focused on helping others, I believe He will guide this business to bless the community. This work has made me richer in joy and relationships I know I'm exactly where I'm supposed to be in this season of life.
What inspires you to keep at it each day?
I'm inspired by seeing neighbors and farmers benefit from what we offer. When a family finds exactly what they need locally, or a farmer tells me we saved them time and money, it motivates me to keep building and growing.
Why did you choose Chariton for your business?
Chariton is home. This community has always supported my family, and I want to give back by creating businesses that strengthen local agriculture, families, and recreation. With our location near the lakes, it's also the perfect spot to offer outdoor rentals and activities.
What are your biggest challenges as a business owner?
The hardest part is balancing affordability with sustainability in a rural area where every dollar matters. Like many small business owners, I also wrestle with keeping up a website, marketing, and bookkeeping. Organization isn't my strongest skill, but technology helps create systems that keep things running smoothly.
What are your biggest rewards?
The biggest reward is seeing customers come back because they trust us and feel welcome. Building lasting relationships and knowing we're making life easier for local families and farmers makes all the hard work worthwhile.
What will people get from your business that they won't get anywhere else?
At my businesses, people get more than products - they get personal connection and community. I aim to serve people in ways that make their lives easier. Whether it's farm supplies, everyday goods, or a kayak for a day of fun, customers know they're supporting a local business that supports them in return.
Chariton General Store can be found here:
bottom of page