Skip to main content

menu

Wholesale Marketing

Announcing the Baskets to Pallets Educator Cohort

The Baskets to Pallets project is pleased to announce members of the new Baskets to Pallets Educator Cohort.  Over the next 2.5 years, members will have the opportunity to work closely to share knowledge and expertise, design and teach lesson plans, meet buyers, receive free coaching and ‘big picture’ perspectives on local food marketing trends from specialists, and trial strategies with local farmers seeking to enter intermediary markets.

Baskets to Pallets Educator Cohort 

Christian Malsatzki Agriculture Program Leader Cornell Cooperative Extension of Ulster County
Daniel Eggert Organic Brand Manger Harris Seeds Organic
Elizabeth Gabriel Director Groundswell Center for Local Food & Farming
Jason Detzel Livestock Educator Cornell Cooperative Extension of Ulster County
Kimberly Vallejo Director of Outreach NYS Department of Agriculture & Markets
Laura Biasillo Agricultural Economic Development Specialist Cornell Cooperative Extension of Broome County
Maria ‘Flip’ Filippi Local Foods Program Leader & Harvest Kitchen Manager Cornell Cooperative Extension of St. Lawrence County
Mariane Kiraly Sr. Resource Educator CCE Delaware County
Miriam Boateng Taste NY at Todd Hill CCE Dutchess County
Omari Washington Interim Executive Director/Program Coordinator Hudson Valley Seed
Paul Loomis Organic Markets Coordinator NOFA-NY
Sheila Daminski Grand Island Farms, Inc Secretary and Board of Directors, Grand Island Farmers Market Manager Grand Island Farms, Inc
Stephanie Mehlenbacher Horticulture Educator CCE Steuben
Sumaq Sysaq Garden Manager and Instructor City Parks Foundation
Tanya L Moyer Owner Mulligan Creek Acres

Sponsorship for the Baskets to Pallets Educator Cohort
This project is sponsored by the NYS Northeast SARE Professional Development Program and supported by the Cornell Small Farms Program.


Wholesale Market Watch – Join the Listserve

This list-serve provides information and resources to connect small and mid-sized farmers to larger markets such as food hubs, grocery stores, restaurants, online marketplaces and cooperatives. Farmers, educators and prospective buyers are all welcome: Sign up here


kent-family

Dan Kent of Kent Family Growers shared strategies for how to sell to grocery stores.

Small Farms, New Markets: Webinar Series Illuminates how Farmers and Buyers Connect

Are you looking to get your farm products into bigger markets?  Local food is in high demand, but with so many possible avenues — grocery stores, food hubs, restaurants, cooperatives — to name a few, it’s not always easy to know which new market will be the best match for your farm business. Watch the recorded presentations of 4 farmers who successfully transitioned from direct-marketing to selling some product into larger venues.  Many of the presentations also feature a buyer or two who offer perspectives on what the buyer needs to make a wholesale relationship successful.… Read More


Wholesale Markets…in the News Recently….

April 30th, 2018 Opportunities Grow for Home Processors from Morning Ag Clips
March 10th, 2017. Basket to Pallets offers producers wholesale options and training from Countryfolks
November 28th, 2016. Are You a Farmer Seeking New Markets? Start Selling to Food Hubs, Groceries, Restaurants and Cooperatives
December 21st, 2016 Results of Local Food Marketing Survey from Morning Ag Clips
June 30th, 2016 Are Farmers Markets Losing their Appeal? from Growing Produce
March 7th, 2016  Educators: Register now for ‘Baskets to Pallets’ Statewide Training
September 30th, 2015. Survey shows farmers, consumers want food hub in North Country from North Country Now
August 10th, 2015 New York Food Hub Survey Results from the Northern NY Ag Development Program
May 8th, 2015 What Farm Cooperatives Can Do for the Food System – and Farmers from Grist
May 6th, 2015 Using Food Hubs to Create Sustainable Farm to School Programs from the Vermont Agency of Agriculture, Food & Markets
April 24th, 2015 Business matchmakers pull local food sector together from the Wallace Center
April 22nd, 2015 RI Farm to Institution Survey Report Released
March 30th, 2015 Small Farms, New Markets: Webinar Series Features Farmers and their Wholesale Buyers from the Cornell Small Farms Program
March 10th, 2015 Can small farms sell to big institutions? from North Country Public Radio


2014 carrotsAbout the Project

Over the past 8 years, farmers markets have grown by 38% in the state of New York, giving NY the second highest number of markets in the country.  While this growth has provided an abundance of easy-to-access markets for small and beginning farmers, established farmers have started reporting slower sales and customer loss due to increased competition. These farmers complain of ‘burn-out’ from investing significant time and energy in direct-marketing strategies that are yielding diminishing returns. Meanwhile, distributers such as food hubs, grocery stores and restaurants are now recruiting product from small to mid-sized farms to meet growing consumer demand for local and sustainably-grown food.  Although technically ‘wholesale’ venues, these  businesses are often eager to establish attentive relationships with their suppliers,  offer attractive prices and terms, and maintain a product’s branding and integrity.

New York’s small farmers expressed strong interest in exploring these ‘new models’ of wholesale in a highly detailed marketing trends survey conducted by the Cornell Small Farms Program in February, 2014.  Nearly half (39% )of the 445 NY survey takers reported currently selling at farmers markets, farm stands or CSA’s, but 25% indicated plans to explore either a food hub or a restaurant over the next 2 years.  An additional 7% indicated interest in a grocery store or cooperative.  However, respondents identified many questions and perceived risk factors in making a transition to wholesale that need to be addressed.  The following farmer quote represents a typical question: “I need to increase my sales to people interested in high quality locally grown products, but cannot afford the time to sit at a farmer’s market. Where are the food hubs, and how do I go about providing products?”

To address this gap  in Wholesale Market Training, the Cornell Small Farms Program and Northeast SARE have developed the Baskets to Pallets project.  To receive opportunities and information, sign up for the Wholesale Market Watch listserve above.


About Northeast SARE

The NY SARE State program on Wholesale Market Training for small – mid-sized farmers  is funded through Northeast SARE.  SARE offers competitive grants to projects that explore and address key issues affecting the sustainability and future economic viability of agriculture.  The NY SARE coordinators are available to offer information and presentations on SARE funding opportunities.   Learn more about Northeast SARE by visiting www.nesare.org


NY SARE State Coordinator

VioletThe NY SARE State Program is led by Violet Stone (vws7@cornell.edu).  Learn more about Violet on the Cornell Small Farms Program staff page.