Jun 12, 2026
Influencer Hannah Neeleman has been sharing her homesteading journey online for years alongside her husband Daniel.
The two co-own a farm in Kamas, Utah called Ballerina Farm — a name inspired by Neeleman’s history as a ballet dancer. Together, they raise their nine children, run the farm, prepare food, source local products and now, run a brick and mortar store.
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The Ballerina Farm Store opened in Midway, Utah last July and has drawn in more shoppers than Midway’s small town is used to on the regular, attracting daytrippers and tourists.
But, how exactly did the store, stocked with fresh produce, bone broth hot cocoa, specialty protein powder, fresh whole milk and meats, gain so much traction?
It started on Instagram.
From Instagram to farmstand
The Neelemans started sharing their homesteading journey on Instagram, before adding TikTok and YouTube into their rotation. Now, they have over 23 million followers across all platforms.
Hannah is the main face of the Ballerina Farm’s social media accounts, and with her videos hand kneading bread dough in a long dress while an abundance of children gather around her, she has been dubbed a “tradwife” influencer by many commenters and reporters.
Tradwife influencers are women living life as a “traditional wife,” honoring long-assigned gender roles and sharing it online. Many people have their concerns for this genre of influencer including a reporter who interviewed the Neelemans in 2024.
In a TikTok after the article was published Hannah said “we thought the interview went really well, very similar to the dozens of interviews we had done in recent memory” before adding that she found the article to be “an attack on [their] family and [her] marriage, portraying [her] as oppressed with [her] husband being the culprit. This couldn’t be further from the truth.”
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She doesn’t say it directly, but she is likely referring to an article published by The Times in the U.K. around the same time she made this response.
Despite criticism, Ballerina Farm has tons of views and a successful online store. Their signature vanilla flavored Farmer Protein Powder contains calf-first sourced bovine colostrum and contains 24g of protein per serving, according to their online shop. It retails for $70 and contains enough powder for 25 to 30 servings. And now, you can buy it at their in-person store too.
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Shoppers are making other stops, too
The Neelemans aren’t the only ones who have opened a brick-and-mortar store in Midway. Influencer Sarah Clark has a shop there called The Dainty Pear which sells homeware, decor and more.
Locals have been in awe of the crowds newer companies are bringing to town, including Jennifer Mangum-Whaley, who runs the year-round Christmas store in Midway. When she checked out the Ballerina Farm Store she told The New York Times she saw “teens in line like it was Disney World.”
And some have been benefiting with their own revenue because of the new foot traffic.
“For sure, the per-capita tradwife numbers have gone up,” Lindsey Leavitt, co-owner of the bookstore Folklore in Midway, told The New York Times. “They’ve made me a crapload of money, and I’m very grateful for that.”
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Em Norton is a Content Specialist at moneywise.com. They have been with the company since 2022.
