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The Fate Brothers' Recipe to Keep a 103-Year-Old Market Thriving
When brothers Adam and Paul Fate officially took over their family grocery store in 2023, they became the fourth generation to lead a business with roots going back more than a century.
Fate's Market was founded in 1922 in lonia before the family relocated the business to Remus in the 1960s. Since then, it has grown into a full-service grocery store and gas station that is a cornerstone of this small Central Michigan town.
Their great-grandfather ran the store first, then their grandfather, followed by their father, who was its butcher for 50 years. Now, the brothers are blending tradition with innovation while honoring their family's longtime values.
"It's our 103rd year, and we still follow what our dad taught us—take care of your customers," Adam Fate said. "Without them, we're not here."
That philosophy drives the brothers' approach, from strong customer service to creative events that draw people in and build community.
When Adam and Paul purchased the business last year, they joined the Michigan Retailers Association through the Grocers Fund.
"Being part of MRA has been a great resource," Adam said. "We get helpful updates about the market, and it's nice to connect with other store owners."
Brat Fest is big draw
One of the 30,000-square-foot store's biggest draws is its meat department, especially during its annual Brat Fest held in May during the week of Mother's Day. This year, Fate's Market sold almost 10,000 pounds of brats in 36 flavors.
"Our most popular are pineapple teriyaki, mushroom swiss, and three cheese," Adam said. "We make them fresh, never frozen, and some flavors even come from happy accidents."
Some recipes come from customer suggestions. Others have resulted from trial and error." One time we added onions instead of green peppers and thought, 'Let's see what happens.' It was really good," Adam said.
Brat Fest attracts visitors from across Michigan and even out of state. "Someone came up from Kentucky this year just for Brat Fest," he said.
Fate's Market also frequently hosts events in its parking lot that have become a signature of the store. The 103rd anniversary celebration in June featured carnival rides, games, and a raffle with a top prize of a 103-second shopping spree.
"We want to give people a reason to come out and have fun," Adam said. "Around here, you usually have to drive 30 minutes for something like that."
The events help drive sales and build loyalty. During a recent rib fest, the store sold 750 racks of ribs in four hours.
"People love it, and our social media helps get the word out," Adam said. With nearly 10,000 followers on Facebook and TikTok, the store shares fun, lighthearted videos that keep customers engaged.
Return visitors
The store also sees a rush of customers during the Wheatland Music Festival, which draws more than 10,000 people to the are a each September. "They drop off busloads of people at our store," Adam said.
The "Wheaties," as festivalgoers are known, typically stock up on IPA beer, chips, crackers, and sandwich fixings. "IPAs are definitely the Wheatie beer," he joked.
The Fate brothers divide duties across the business. Paul oversees the meat department, where he carries on the tradition taught to him by their father. Adam and his sister-in-law, Lacy, handle store operations and marketing.
"We balance each other out," Adam said. "I'm the outgoing one, and Paul's quieter. But we've both worked here since we were teenagers and we love what we do."
Whether hosting events, introducing new brat flavors, or simply chatting with regulars, the Fate family's commitment to the Remus community continues to drive their success—one brat and one smile at a time.
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