The Business of Ballerina Farm

MIDWAY, UTAH — Many who stumble upon Hannah Neeleman on TikTok find themselves asking one question after they’ve spent a bit of time admiring her photogenic farm life: How on earth does she find the time to bake so much homemade bread while raising eight kids?

Neeleman chalks it up to meal planning and plenty of advanced prep. But when it comes to Ballerina Farm, the lifestyle brand she launched with husband David Daniel Neeleman, she’s enlisted a staff of 60, including multiple chefs, to develop her brand’s growing array of food, home, body and wellness products.

“It definitely doesn’t happen without a team behind you,” said Neeleman while serving cups of homemade buttermilk at a preview of her brand’s new store in May.

The Ballerina Farm Store opens in mid-June in the 6,000-person town of Midway, about half an hour south of Utah‘s ritzy Park City ski area. With a Japanese-inspired charred wood exterior and reclaimed barnwood floors, it has the sort of upscale rustic charm that’s equally at home in rural Utah, or a hip shopping street in Los Angeles’ Silver Lake neighbourhood. The store sells everything from the brand’s Farmer Protein Powder with colostrum to soap made from sourdough crumbs and pig lard, as well as dairy products of the pasteurised variety. A sign on the wall promotes raw milk, which they sell at their farm stand.

Many products are inspired by — and sometimes sourced from — her family farm. Others are imported. Customers can buy cardamom apricot amaretti and ginger rhubarb strawberry kombucha at an in-store cafe counter, or purchase 20th-century Belgian art.

“We’ve just had fun bringing in beautiful products that are the best in the world,” Neeleman said during the tour. “Our French salt — I fell in love with salt when we went to France three years ago.”

A former Juilliard ballet student who gave up her dance career to buy and run a family farm with her husband, Neeleman’s idyllic content has attracted nearly 22 million followers across social platforms.

On TikTok, the hashtag #ballerinafarm is up to 2.5 billion views. That hashtag will bring you to a mix of Neeleman’s own videos, depicting milking sheep or rolling dough, but also an ecosystem of fans and critics who react to her every move, whether it’s receiving an egg apron from her husband or competing in a beauty pageant two weeks after having a baby.

With their massive and highly engaged online audience locked in, the Neelemans are moving fast to expand Ballerina Farm into a real-world lifestyle empire.

There’s the new store, and 20 employees hired in the last four months. Its bestselling Farmer Protein Powder will be stocked at New York’s Happier Grocery, the Big Apple’s answer to Erewhon, in June. The Neelemans want to create an agritourism site complete with hospitality and an event space. They say the business is profitable, while declining to share sales numbers.

Ballerina Farm already has the hallmarks of some of the biggest and trendiest lifestyle brands on the market, with a farm-themed twist. Its product lineup and price points (that protein powder retails for $67 a bag) are similar to brands like Flamingo Estate, while Neeleman’s cooking videos evoke an even more industrious Martha Stewart, who follows her on Instagram (viewers can try their luck at home with Ballerina Farm‘s $89 sourdough kit).

TikTok especially has given Ballerina Farm instant access to a global fandom, most of whom have no intention of milking their own cows. Los Angeles is the top city for e-commerce orders, while 62.5 percent of Hannah‘s social media followers are outside the United States, according to Daniel Neeleman.

Hustle Agriculture

As avid followers know, the Neelemans married three months after their first date, in 2011. Two years later, the twosome were raising goats in Brazil, which sparked the idea for Ballerina Farm 1.0.

“We wanted the farm to make money; we wanted to be able to support ourselves,” said Hannah Neeleman.

Daniel left his job as a director at Vigzul, a home security company started by his father, JetBlue founder David Neeleman, and by 2017, the couple was raising pigs in Utah. They turned to social media to promote their new artisanal meat business, gaining a niche following of customers and fellow farmers.

“When we were first starting [on] Instagram, we had a lot of homesteaders that followed us, because we were really in the thick of building things — our first milk cows and building chicken coops,” said Hannah Neeleman.

But it wasn’t until the pandemic that she became a mainstream success.

“I remember not more than a week going by when someone was like, ‘You’re exploding on TikTok,’” she said of the account that is now up to 9.8 million followers. Her Instagram following, which was at 443,000 in January 2022, grew to 8.3 million by January 2024.

Media attention raised her profile even more. A viral July 2024 profile of her life in the UK’s Sunday Times was followed by appearances in The New York Times, Glamour and other publications. (Neeleman hasn‘t welcomed all of the attention, calling the Sunday Times profile an “attack” in a video posted shortly after it ran).

Each piece sparked a firestorm of online discussion, as audiences obsessed over her life path and marriage, which ballooned into broader debates about whether her content implicitly supported “tradwife” ideology, especially after she was featured in a 59-page spread in Evie, a publication aimed at conservative women. A representative said the feature “was not intended as a political statement.”

All that attention and world-building elevates Neeleman to a category of fame beyond social media influencers, and into the realm of mass-market celebrities, said James Nord, founder of influencer marketing agency Fohr.

The logical next step would be a reality show. Daniel Neeleman says they’ve been offered “dozens” of opportunities, but haven’t signed onto one yet.

“Never say never,” he said.

The Simple Life

The day before the store preview, Hannah Neeleman led a tour of her family’s newly built 150-cow dairy. She discussed the finer points of manure collection (she said a robotic “manure roomba” gathers it), shared her views on the virtues of raw milk and described the best type of feed for optimising cream content.

The Neelemans produce a portion of what they sell, and they refer to Ballerina Farm‘s brand ethos as “close living” — sourcing locally and homeschooling their children to help on the farm.

As demand has grown, so has their supply chain. The handmade soap is made by a neighbour; the protein powder sources whey from Ireland.

“We’re limited; we’re a small farm,” said Daniel Neeleman. “We have to lean on other farms to help supply us.”

Even as they expand into product categories like wellness that can be shipped internationally in large quantities, there remain “products that we’ll probably never be able to scale, and we love that,” said Hannah Neeleman. One of the main ones: their raw milk, which can’t be sold outside their own store, per health regulations. The brand’s website says customers need to sign a waiver to buy it, and a required disclaimer on the vintage-style bottles warns that it “can be unsafe.”

The success of the brand hinges on how many followers tuning into Ballerina Farm out of aspiration, drama — or the combination of both — will end up placing orders for products.

The Neelemans, meanwhile, remain practical about their ambitions.

“We’re not trying to go public. We’re not trying to franchise. We’re not trying to be in every gas station and every grocery store,” said Daniel Neeleman. “That isn’t really what makes us excited. We like to keep things small and special, and that’s kind of where we’re at right now.”