New Owner of In't Velds Meat Market: Jerry Roorda ( foreground)

On April 1 of this year, Stan Bogaard became the previous owner of In't Velds, and Jerry Roorda began to wonder just what kind of an April Fool he was. "I'm either a fool for not doing it sooner, or a fool for doing it at all," he said. "Either way I'm a fool! There's an irony there that fits my sense of humor!"

Born and raised in the Leighton area, Roorda's been in the area all his life. Always into curing and smoking and outdoor cooking, he was the teenager in charge of the hog roasts among his friends. He thought about going to culinary school after high school, but went instead to the police academy.

He worked for Mahaska County for two years, but left law enforcement because he met Shaughn (a graphic artist now serving as the communications director at Third Reformed Church) and wanted to marry her. "I looked around and everyone's marriages around me were in trouble or they were divorced, some more than once, so I didn't think law enforcement was a good field for marital success."

He became a welder at Co-Line for nine and half years, the company's first full-time employee, and became the manager in farm repair. For seven and a half years after that, he worked as a certified arborist at Pella Tree Service.

Again looking for a change, and always having worked with the public and liking it, he then approached Ver Meer about becoming a salesman. He was told he didn't have the education and shouldn't do it. "That was all the motivation I needed," he said. For the last 13 years, he "has been doing what that guy told me I couldn't do," serving Ver Meer as an application specialist, traveling the world, teaching people how to run equipment - and missing out on the entire high school athletic careers of his three (now adult) children. "I got tired of running around. I was gone 75-90% of the time. It's wearying," he said.

So this certified law enforcement officer, certified welder, certified arborist, and self-described "certifiably crazy" man started talking to Stan, and talked for two years. "I wanted to open a restaurant," Roorda explained. "But that would have meant I'd have to get a new wife, and I kind of like the one I've got. In't Veld's is the compromise." Roorda says he didn't want to work for another corporation. "I wanted to do something on my own. 'In't Veld' means 'In the field.' I'm a good ol' farm boy from the fields. Here I am."

In't Velds is a state-registered meat processing facility where they make all their own bologna, summer sausage, beef jerky, beef sticks and franks right on the premises. "Our products are made in Pella by Pella people," he said. "Rick Vos is our processing master. He's been here 21 years. Jim DeJoode has been here for 15 years. Judy Benscooter has been in charge of the deli for 32 years."

In't Velds makes 300-400 pounds of Pella bologna alone every day. "You don't see a lot of fresh meat in the counter," he explained. "We don't like to expose it to the light and air. If it's in a meat counter, it's not the freshest. If you don't see what you want, just ask - we've got it. We'll custom cut while you're here, and that's the freshest." In't Velds also does deer processing.

As a state-registered meat processor, In't Velds is spot-checked every day, Monday through Friday. That means Roorda also spends time monitoring and documenting all food temperatures, cleaning procedures, and cool-down and heat-up times. "We start at 6 a.m.," he said. "We can't start before that, because that's when the inspectors start their days. They drop in at random. Since meat processing is our bread and butter, we of course comply with all regulations."

Roorda is a man with lots of plans. He wants to reorganize the space he has, putting the service counter along the north wall, and the deli counter along the south wall. The seating will go to the back. "This is my 'social club," he explained, "my 'pub.' I'm going to have the 'coffee mafia' entrance on the alley." He believes that will draw more women in the front for retail. "I want to create a rural 40s-50s atmosphere," he continued. "Living on a 220-acre Century Farm, the Roordas have never thrown anything away, and a lot of that memorabilia is going to decorate the shop. Don't expect another Iowa Machine Shed though!"

He plans to expand the deli, and eventually put in a restroom. "I can't turn tickets in the deli fast enough," he says. "I've got a faithful following, but I want to expand it. I've got great food, but I need to work on the layout to make it all more efficient."

To that end, he is looking for help. "I know what guys like," he says. "I want to find a 30-40-50-year-old woman who knows what the ladies like to eat."

He's also looking at box or sack lunches or suppers for corporations. "The market's out there," he said. "I've already been approached, but right now I just don't have the personnel to do it." He is streamlining what goes on "behind the scenes" to make the entire operation more efficient.

Looking a little further out, a complete remodel is likely. Roorda said the building turns 100 next year, and there are certainly maintenance items that need to be addressed. The upstairs, formerly an apartment, might even become a bed and breakfast. He anticipates an outdoor smoker - so you can anticipate ribs and brisket! There is also a web site being created to allow for internet sales and social media advertising.

What you see out front is a Green Mountain grill, a wood pellet grill, another product In't Velds now sells. "They are the latest and greatest in grilling," he said. "They have the speed of a gas grill and the flavor of charcoal. It takes the work out of heat control with a dial-in temperature gauge that maintains the heat. You can slow roast or grill."

Asked what is the best thing about owning In't Velds, Roorda says "Every morning when I walk up the alley at 6 a.m., I know I don't have to deal with the TSA (Transportation Security Administration at airports), get on a plane, be away from home. I know where I'm going to be all day, and everyone else in my family does too."

The worst thing? "The hours are so long," he said (In't Veld is open from 6 a.m. - 5:30 p.m. Monday through Friday, and 6 a.m. to 4:00 p.m. on Saturdays), and there are some major maintenance items I'm going to have to deal with."

Methodically finishing the preparation work he was engaged in when I arrived, Roorda was soft-spoken at first, even reticent, but exceedingly polite. He soon warmed to the subject, and gave an organized interview with little prompting, eyes twinkling, and lots of quiet humor. Like a good doctor with a very full schedule, he spoke without any indication of the time being spent.

This is certainly the same good customer service you will receive when you patronize In't Velds.

marty racheter 080211

The views expressed in this article do not necessarily reflect the views of Town Crier Ltd. or towncriernews.com.
Readers' responses are always welcomed.