The shop is called "Sneed's feed and seed' where the words "feed" and "seed" both end with the sound "eed," thus rhyming with the name of the owner, Sneed. The sign says "Formerly Chuck's," implying that the two words ending with 'F' and 'S' would have ended with "uck," rhyming with Chuck. So when Chuck owned the shop it would have been called "Chuck's ♥♥♥♥ and suck."