>> Hello, welcome
to the Chicken Store.
I'm the owner
of Cluck the Chicken Store
in Paoli, Wisconsin.
>> The hubaloo around Paoli
was that there was
a chicken store coming.
We weren't sure what that meant.
>> I think it's probably the
only chicken store in the world
that combines art, gifts, and
supplies for backyard chickens.
I have customers in there right
now, so I probably better go
and talk with them.
A chicken store
is a weird store.
I have no idea what I'm doing.
I just realized that all these
people were interested
in backyard chickens.
It's one of the fastest growing
hobbies in America.
People are doing it
for practical reasons.
There it is.
People are also doing it
because it's fun,
because the chickens are fun.
Girls, do you want to come out?
They make me laugh.
Chick, chick, chick, chick--
Come on, girls!
It's a humbling experience
to be outwitted by a chicken.
That connection with something
that is so real, so not virtual,
is very, very appealing
to people right now.
That was awkward.
That was very awkward.
I'm really enjoying it.
Hi, there!
>> Hello.
>> We're doing an interview
here, so thanks--
>> I'll try to stay--
>> Oh, that's okay!
Welcome!
No, you're very welcome.
Chicken people are friendly
and they're funny.
>> Thank you.
>> It's okay
if you give your chickens names.
Good work, Gracie.
Thank you.
It's okay if you want to buy
chicken treats for them.
Should we go over here,
and I'll give you a treat?
In fact, we celebrate it.
>> You guys sell food?
>> Yeah, we do.
And sometimes, we can feel
a little intimidated if
we go into a "real" feed store.
People are talking
about 100 chickens, or 200,
or 1,000, or 10,000.
And you're talking about four.
We do sell feed.
We do sell supplies.
We do have practical things.
Well, they like having the
shavings.
It helps keep the coop clean.
It's not just chicken tchotchke.
I'm interested in the decorative
arts surrounding chickens, which
has been something that people
have loved for thousands of
years in all cultures.
People would say, do you think
you can really sell art
in a feed store?
So I'd say to them, well,
you think I can sell feed
in an art store?
I have no retail experience,
so I really have to go
just by gut feeling.
So far, that's worked out
pretty well.
Chicken people are a little
different from dog and cat
people.
They become interested
in the natural world
through their chickens.
Hi, Oscar.
Hi, hi, hi.
They are interested in their own
little corner of sustainable
agriculture.
That's a good, beautiful boy!
Ultimately, I think the backyard
chicken movement is all about
sustainability.
How animals are raised.
How they're treated.
Ultimately,
how we treat the Earth.
It's a beautiful thing.