In this episode, I visit 96 Pecan Company and sit down with owner John Murray, whose story blends farming, faith, football, and community. What started with the purchase of a historic southern property—complete with pecan trees planted in the late 1800s—turned into a full-time commitment to preserving tradition and sharing the experience of farm life with visitors. John shares how the orchard, the store, and the tasting experience were all built around one simple idea: when people walk through the doors, they should feel like they’re stepping back onto their family farm.
During our conversation, John reflects on lessons from his time playing college football, the values that shaped his approach to business, and why generosity has become the heart of everything he does—from giving out samples to taking time to listen to the stories people bring through the door. What I discovered while visiting is that this isn’t just a pecan store. It’s a place where conversations happen, burdens are shared, and strangers quickly feel like family.
Episode Highlights
[01:10] – John shares how purchasing a historic property with pecan trees planted in the 1800s led him into pecan farming after retirement.
[02:14] – We talk about what makes the pecans at 96 Pecan Company unique, from the varieties grown to the importance of freshness.
[03:52] – John explains why he encourages every visitor to sample the products—and why hospitality is more important than sales.
[05:04] – His vision for the farm: creating a place where visitors feel like they’ve stepped back onto their grandparents’ farm.
[06:01] – A mentor’s advice leads him to expand into candy making, creating a more sustainable business alongside pecan farming.
[08:44] – John reflects on his time playing college football and the powerful life lessons he learned from legendary coaches.
[14:10] – Why the historic town of Ninety Six, South Carolina, holds such deep meaning for him and why he hopes to leave it better than he found it.
[15:53] – Emotional moments with visitors remind him why this place matters—many arrive carrying burdens and leave feeling a little lighter.
Links and Resources
96 Pecan Company
Audio and Video: Melanie Lech Multimedia
Special Thanks to Old 96 District
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Website: https://AmeliaOld.com
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