Carol Messina, Director of Development & Communications at Sweet Farm in Himrod, NY
Carol Messina left Central New York at 18 and made a promise to herself: she wasn’t coming back.
She spent most of her adult life in New York City and Northern California. She built a life that suited her: culturally rich, fast-moving, full of opera, classical music, and museums. She and her partner ran a flower and tree farm in Schenectady. Upstate New York, the version she grew up with in Syracuse, felt like something she had already moved on from.
Then, Sweet Farm moved to the Finger Lakes, and everything changed.
Following the Farm
Carol had volunteered at Sweet Farm when it was still based in California. That’s actually where she met her partner. When the organization relocated to the Seneca Lake region and offered her a full-time position as Director of Development and Communications, the decision to follow it wasn’t simple, but it made sense.
“When the farm moved to the Finger Lakes and offered me a full-time position, we started planning to sell our farm and move our rescued animals to the farm as well.”
Two years ago, they did exactly that. They sold their Schenectady property, including a 1803 farmhouse, 25 acres, and eight outbuildings, donated much of their farming equipment to Sweet Farm, and moved into a 1,200-square-foot fixer-upper in Penn Yan.
“It really simplified our lives a lot,” she said.
The Cultural Concern That Turned Out to Be a Non-Issue
Carol’s biggest hesitation about the move was cultural. She’s a classical music and opera enthusiast. She visits museums. She worried that a small town in the Finger Lakes would mean leaving that part of her life behind.
It hasn’t worked out that way.
“What I’ve realized is that so many opportunities are only an hour or less away,” she said. “I still can experience the things I love, while enjoying a quieter day-to-day than I have ever had.”
Finding a house was the harder adjustment. The Penn Yan real estate market moves quickly, and they were searching from three hours away. They eventually found their fixer-upper after an accepted offer on it fell through. From there, the move itself was a significant undertaking. “You don’t downsize from 25 acres and eight outbuildings without a lot of work.”
But they got through it, and what they landed in suited them.
What She Does at Sweet Farm
Sweet Farm is a 501(c)(3) farm animal sanctuary and environmental nonprofit on Seneca Lake, about 15 minutes outside of Penn Yan. The organization rescues farm animals and wildlife, grows heirloom vegetables for local families in need, and incubates technology startups focused on food and sustainability. It has rescued more than 260 animals and donated over 6,500 pounds of produce to the community.
As Director of Development and Communications, Carol’s role spans a wide range of responsibilities: grassroots fundraising, social media, newsletters, events, tours, and outreach. It’s the kind of position that looks different every day, which suits her.
Sweet Farm also operates Sweet Farm Provisions, a sustainability-focused retail store with a flagship location on Main Street in Penn Yan and a satellite store at the farm’s event center in Himrod. Visitors can tour the farm, sponsor a rescued animal, or book a Goat-2-Meeting, the farm’s virtual visit program that has become one of its more distinctive offerings.
Penn Yan as a Place to Live and Work
Carol has become an enthusiastic advocate for Penn Yan, and not just in the ways you might expect.
She talks about the practical logic of a small town: no traffic, spontaneous plans with friends, and a level of accountability that bigger places don’t enforce. “Because the town is so small, individuals and business owners have no choice but to be honest and upstanding,” she said. “If there were a dishonest mechanic or contractor, they would have no work because everyone would know immediately.”
Her regular spots in town include WaxPax Records, Green Elephants, and 18th Amendment. She is still mourning the Penn Yan Diner, which was destroyed by fire.
For anyone thinking about opening a small business, her take is direct: “Penn Yan is a dream place to open a small business. No nearby big box stores to compete with, and locals want to stay local and buy local.”
Her advice for prospective newcomers is delivered with equal directness: “Come with an open mind. As they say, all y’all are welcome, but y’all gotta act right.”
You can visit the farm, learn more about their classes and events, and book a tour to say hello to the animals through their website SweetFarm.org.
Carol Messina is the Director of Development and Communications at Sweet Farm, a farm animal sanctuary and regenerative agriculture nonprofit on Seneca Lake in Himrod, NY. Sweet Farm offers public tours, private events, and volunteering opportunities year-round. Their retail store, Sweet Farm Provisions, is located at 107 Main St. in Penn Yan.
Curious about life in the Southern Finger Lakes? Visit our Help Me Move page or explore what the region has to offer.