Utah’s Ballerina Farm is an online sensation. Now see its first real-world store.

Note to readers • After this story was published, Ballerina Farm postponed the opening date to “sometime in June.”

Hannah Neeleman and her husband Daniel are “cursed with the dream gene,” as the latter puts it.

“We just can’t stop dreaming. We keep saying to ourselves, all right, after this dream, let’s just like, sit down, enjoy it, you know, stay quiet. Then as soon as one dream gets done, we go rushing off on another one,” Daniel Neeleman said.

Their newest dream is taking their e-commerce phenomenon — Ballerina Farm — to a brick-and-mortar location in Midway at 101 W. Main Street Suite 102 set to open to the public “sometime in June,” according to a member of the marketing team.

The store is small in the charming way most Midway businesses are. It has a red and black tiled floor that welcomes visitors, along with a Ballerina Farm sign. Products stack up high on the shelves, in the freezers at the counter.

“We really want it to be a place where locals come,” Daniel Neeleman, whose legal name is David, said Friday while giving a tour of the new store. “We don’t want it to be just a gift shop or a one and done place.”

The store, the couple said, is a way for consumers to experience Ballerina Farm in a more personal way.

“Ballerina Farm has been an e-commerce business for seven years,” Hannah Neeleman said. “We founded Ballerina Farm in 2017 and it’s grown immensely, but we’ve always wanted a physical space, so this is really the first time that we’re having a brick and mortar for Ballerina Farm, and it feels like the beginning of something really beautiful.”

The Neelemans, who have eight children, have amassed over 20 million followers across Instagram, TikTok and YouTube. Daniel Neeleman is the son of a billionaire airline industry titan.

Hannah Neeleman showcases the day-to-day of her farm lifestyle on social media, posting videos of items she makes from scratch, such as butter.

Three-quarters of the products that will be sold at the store are Ballerina Farm products — anything from whey lemonade and plain yogurt to hazelnut cocoa spread, organic farm flour and their meat.

Notably absent from the store is raw milk, something the Neelemans sell at their farm stand in nearby Kamas. The Centers for Disease Control and Prevention advises that “consuming raw milk can lead to serious health risks.”

The remaining products for sale at the store will be items sourced from other farms that create goods in a similar vein, like Lovely Bunch Apple Juice from Vermont or extra virgin cold pressed olive oil from Greece.

Hannah Neeleman said they were inspired to open the store by the markets and farm stands she and her husband visited when they lived on the East Coast.

“That was our favorite thing,” she recalled. “We were always stopping by little farm stands and grabbing beef right from the farm and milk, and then we spent time in Europe, and it’s similar there too.”

After demonstrating how to make butter with the store’s food product manager Alex Blosil, Hannah Neeleman told reporters that she “doesn’t enjoy going to a grocery store.”

But, one thing she did enjoy, was “sourcing milk from the farmer.”

“That’s what we’re trying to bring to Utah,” she said, “a little market that’s products from our farm, and also farms around us.”

Hannah Neeleman suggests visitors try their organic farm flour, which is made of 14% protein, because she’s a “sourdough girly.”

She hopes the store can lean into providing seasonal products, and right now, they’re making “an enormous amount of rhubarb things up at the farm, because that’s the only thing growing right now.”

The couple’s millions of followers are clearly interested in the rural lifestyle. Utah is home to a deep agriculture background, though it lost 20% of its farmland over the past six years.

Daniel said he thinks the fascination — from near and far — stems from history.

“Deep down, we’re all farmers, one [to] five generations back, we were all farmers,” he said. “Someone in our family was ... everyone used to grow their own food.”