New Streets Sear Atkins Farms Country Market Named Lannon Lane, Gould Way

Daily Hampshire Gazette, September 29, 2015 by Scott Merzbach 

AMHERST — Two streets created at the same time as the roundabouts were built near Atkins Farms Country Market now have names.

Lannon Lane and Gould Way are the designations for the two perimeter roads following a vote Monday by the Select Board to approve the names as recommended last month by the Planning Board.

Lannon Lane, the longer of the two roads, is south of the store and intersects with West Street, while Gould Way is west of the store and intersects with West Bay Road.

At the Planning Board in August, Planning Director Jonathan Tucker explained, “Those are family names associated with Atkins Farms.”

Pauline Lannon is president and owner of Atkins, while Harold Gould is a part-owner and longtime employee.
Department of Public Works Superintendent Guilford Mooring told the planners that the names have been needed since the $6 million road project was completed in 2013.

“Originally we proposed (Lannon) boulevard, but they thought it was too grandiose,” said Mooring, referring to Atkins management.

Five parcels along the two roads were rezoned from limited business to village center business by the annual Town Meeting in 2014 as a means of encouraging development compatible with the Atkins store, though there are not yet any projects.

Scott Merzbach can be reached at