Out of the Ashes
Past and Present History
Rivertown Feed & Pet Country Store is the offspring of the NAF/Bar Ale corporation. The NAF/Bar Ale corporation was the eventual result of the melding of two ranch families who came together in a marriage that combined both the poultry and dairy industry into one family feed business.
Family History
THE ASH'S - A LINK TO THE OLD TOWN POULTRY ERA
The poultry part of the NAF/Bar Ale/RiverTown legacy was a natural outgrowth of the Jewish poultry industry in Petaluma during the early 1900's. It was at that time that Petaluma was known as the "Egg Basket of the World." Because of this it was only fitting that Bar Ale founder, Heimi Ash, spent much of his youth going ranch to ranch peddling eggs, burlap bags, and learning the skill of tanning hides. His knowledge of the burlap bag and poultry industry was a valuable asset to Heimi as he entered the business world. As a young man, Heimi started both the Ash Bag Company in Petaluma and the Empire Bag Company in Oakland, California. On October 31, 1936, Heimi eloped with Tillie Carlson, and within two years of their marriage they had a daughter, Marlene Lewis.
THE LEWIS FAMILY - PORTUGUESE DAIRY FARMERS
The dairy influence on the NAF/Bar Ale/RiverTown legacy was inspired by the Lewis (Luis) side of the family. The patriarch of the Lewis family was Candito Luis. Candito (Candy) came to Sonoma County in the mid 1800's after being thrown out of the Azore Islands for cattle rustling. Candito had a son named John Lewis who was a dairyman on Rainsville Road in Petaluma, California. John had two sons, Paul A. Lewis and Donald Lewis. In 1958, Paul Lewis married Marlene Ash.
Birth of a family feed store
By the 1930's the poultry industry had lost its hold on Petaluma. In the years to come, a dozen feed mills would spring up around the area that use to be a haven for poultry farmers. In 1956 Heimi became a financier and silent partner in Vonsen Feed & Milling Company. By 1959 he held the controlling interest in the feed company and was soon joined by his son-in-law Paul Lewis. Paul's knowledge of the dairy and farm industry, along with his mechanical know-how was a welcome addition to the business. His involvement helped facilitate the building of a new mill and the expansion of the retail part of the business. By 1964, Paul and Heimi were the sole owners of the Vonsen's Feed & Milling.
Under Heimi and Paul's tutelage, the company diversified their assets into overseeing 500,000 - 600,000 laying hens, 1,000 heads of beef cattle, a large trucking division, and a commodities and hay division. During the 1960's through the 1970's the Bar Ale feed corporation took over the Santa Rosa Feed Corporation, the Pini Feed Company, the Corona Feed Mill, Western Vegetable, Farmers Grain, the Napa Feed Company, and the Yancey Feed Company. Later expansions included a truck terminal in Nevada, a satellite Mill in Ferndale, and a grain rolling facility in Tulelake.
In 1979, Paul's son-in-law Donald Benson joined the family team at Bar Ale Inc., Paul's own son, Tracy Lewis, would soon follow. With the addition fo this third generation, came a new energy and vision for the family corporation. Don's versatile talents lead to the expansion of the Petaluma retail store, which soon expanded into the campion pet market. This new concept for the retail store included an innovative avian and exotic bird section, which was facilitated by Tamara Lewis-Benson.
Transitions By 1992 management and ownership of Bar Ale Inc. included Paul A. Lewis as President, Tracy Lewis as Vice President, Donald E. Benson as Chief Financial Officer, Marlene Lewis as Secretary, and Tamara Lewis-Benson as a board member. Five years later the Bar Ale feed mill moved into a "state of the art" feed mill in Williams, California. The retail store remained behind on the D street bridge at First street. |
The Bar Ale Retail Store Fire of 2000
On October 29, 2000, a tragic fire destroyed the Bar Ale Feed & Grain retail store. More than four dozen birds and small animals lost their lives in the fire. With the help and support of the Bar Ale retail staff a temporary store was set up in the old mill site, which was located directly across from the original retail store. On January 1st, 2001 Donald and Tamara Benson  took over the management and ownership of the retail business, and renamed it RiverTown Feed & Pet Country Store. The new store was built inside of the old Bar Ale mill area. On October 13th, 2001, nearly one year after the fire, Rivertown celebrated its Grand Opening with an event that included more than a thousand people from their community. It was only a quarter of a century ago that Petaluma was the home of more than a dozen feed mills, now there are just a handful. Having survived the fire and the diminishing agricultural industry in Petaluma, RiverTown and Bar Ale continue to grow by changing with the times. The Bar Ale feed company grew by changing the location of its plant, while Rivertown counties to grow by diversifying its retail store and products. Rivertown has been blessed by a loyal following of customers that stayed with them through many changes, along with a knowledgeable and dedicated staff. Owners, Donald and Tamara Benson look forward to expanding their business and carrying on the family feed store legacy for years to come. |
