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When Steve and Suzanne Fry began tilling Rogue Valley soil in 1990, they quickly moved to the forefront of a local organic farming movement. More than a quarter century later, the rise of agritourism, led by the burgeoning wine industry, has created a new opportunity for Fry Family Farm. Beginning this summer, Fry Family Farm will operate its own organic roadside farm stand and commercial kitchen at 2336 Ross Lane, near the Ross Lane-Hanley Road intersection west of Medford. "We've been doing growers markets 27 years, but we're limited to a short amount of hours on Tuesday, Thursday and Saturday," Steve Fry said. "We can really do better than that. This is a move toward the artisan food market. Everyone wants to get into agritourism — the vineyards are doing well, Seven Oaks and Whistling Duck are doing quite well, and we're adding to that local deal." An 8,400-square-foot building will house both a 1,400-square-foot farm stand and a 7,000-square-foot commercial kitchen. The kitchen will boost not only the Frys but other producers as well, with local farmers able to use it to bake pies, make jams, pickle cucumbers and take on other types of production. The Frys' daughters, Amber and Tara, will play key roles in the new venture. The farm's 90 acres of food and flower production in Medford, Phoenix and Talent will continue to be available at the Grange and local food co-op stores, as well as Shop'n Kart in Ashland. The Ross Lane site, however, will offer much more than what the Frys grow themselves. "We're going to have fresh-cut flowers, produce, fruit, local cheese, preserves, breads, pies — everything that's organic within 200 miles," Amber Fry said. "I think you can compare it to a local co-op or a Trader Joe's on a smaller scale." There are roughly 30 certified organic growers in the valley, she said. The idea is to include as many as possible in the operation. Although there are organic farm stands in Jackson and Josephine counties, the Frys' breadth of offerings will make theirs different. "I'm not sure if you'd find a place even in the Willamette Valley that sells only organic fruit, produce and breads," she said. When the Frys acquired their first 17 acres in Jackson County, they paid $170,000. This project, truncated for budget reasons, Steve Fry said, will run about $1.2 million, with about $500,000 in grant funding helping to buffer the cost. Exclusive farm use zoning limits buildings to 10,000 square feet, and Steve Fry said his budget reduced it further. "We're reaching out to organic growers who want to rent the kitchen so they can process their stuff and sell it in the market." The genesis of the project began three years ago, Fry said, when he met with local food systems network representatives. "I thought I needed a food-processing facility for myself, but something big enough to share with local farmers. It's something we've needed in the Rogue Valley. It all made sense." Sebastian Aguilar of Chickadee Farm outside Talent said the Frys' project will open doors for small and new organic farmers. "Small markets are saturated, and it's hard for folks to start new farms on a small scale and find ready markets," said Aguilar, who has worked 15 acres for 19 years. "It gives farmers the ability to get food packed and prepped to where you can ship it all over Oregon, Washington and into California, basically expanding the wholesale market for us. Right now, if I want to sell peppers into the Portland market, I have to invest in equipment that's cost-prohibitive for me. With their equipment, you'll be able to wash, pack, sort and store them. They can do that on a scale and efficiency that I can't match." The project got backing from the U.S. Agriculture Department through a $100,000 local food promotion program grant. The Frys also received a $395,000 boost from the Southern Oregon Regional Solutions Advisory Committee for serving as a hub for local producers, enabling the farm to be hooked up to the local sewer system. "We can't use a septic system out in our (organic-certified) fields," Steve Fry said. Josh LeBombard of the state Land Conservation and Development Department provided technical assistance when the Frys sought land-use approvals during 2015. The unique project was an example of collaboration between a local agricultural entrepreneur and government agencies, LeBombard said, "with potential for great benefits to the local and regional agricultural community." Reach reporter Greg Stiles at 541-776-4463 or  [email protected] . Follow him on Twitter at  www.twitter.com/GregMTBusiness , on Facebook at  www.facebook.com/greg.stiles.31 .