News & Events

Wholesale Success: Building a Regional Food System

8 AM – 5 PM
Nurture Nature Center
518 Northampton St
Easton, PA 18042

Come learn about the development of market systems with Trainer Atina Diffley, an organic farmer and author of the 2012 award wining memoir, Turn Here Sweetcorn: Organic Farming Works.

  • Who is the real competition?
  • Development of systems: emerging, growing, and mature markets
  • How can your farm be different and better?
  • Economies of scale
  • Unit packing
  • Be professional: price lists & invoicing

Participating farmers will receive a free copy of the Wholesale Success manual. Normally a $70 retail value, this 300-plus page manual, now in its 5th edition, has been updated to include the latest food safety information from the Food Safety Modernization Act. Wholesale Success covers best practices for food safety, postharvest handling, packing, marketing and crop-specific profiles for over 100 crops.

Workshop Schedule

8:00 am   Registration

8:15 am   Meeting The Needs and Values of Wholesale Produce Buyers
This is fundamental to creating a healthy long-term relationship. How to actively seek buyers is just the start. Who is your customer and why do they buy? Maintaining the relationship requires attention to details from bunch sizes, labels, and lot codes, contracts, pricing, communication, sequential planting, quality control, trends, and more.  Learn how to serve the wholesale market and make your farm a highly desired source of fresh produce.

10:00 am Break

10:15 am Intentional Crop Planning To Meet Market Needs And Maximize Profits
Timing production to mature when your market needs it is key. Successful planning requires skill with sequential planting, crop maturation, and good recordkeeping. Other benefits include maximizing space and fertility, extended harvest windows, maximizing space and farm profits, continuous supply, and optimize quality and yield. Learn how to design a sequential planting/harvest plan, including when to plant, which cultivars, and how to adjust plantings based on weather & markets.

12:00 pm  Catered Lunch

1:00 pm     Sorting and Packing For Wholesale Markets
Wholesale buyers selling into the retail market expect to receive high quality produce packed to USDA industry standards. Learn about packing standards: size, shape, and uniformity, grading, proper cartons, liners, and unit packaging, are all crucial components of a well-packed carton. Learn what it takes to keep your wholesale buyer coming back for more and willing to pay a premium for your produce.

2:15 pm  Break

2:30 pm  Co-Marketing: Promoting Your Farm Brand In A Wholesale Market
Work with your wholesale buyer to “co-market” your farm brand and products. Learn to tell a compelling story about yourself, your farm, and your products and how to represent yourself with point of purchase materials that work for you and your buyer.

3:45 pm  Break

4:00 pm   “Meet the Buyer” Panel

  • Ann Karlen, Executive Director, Fair Food Philly
  • Keirstan Kure, Procurement Associate, The Common Market
  • Rick Evanoski, Natural & Organics Food Manager & Rhianna Cenci, Registered Dietician, ShopRite of Brodheadsville
  • Oz (Greg Ostrofsky), Regional Sales, Baldor Specialty Foods



Online Registration & Payment:
To register online, send an email to Buy Fresh Buy Local at and include the following:

  • Name(s) of Attendees
  • Farm/Business Name
  • Cell Phone 

Cost is $25 per person. Please use PayPal to send payment to

Registration & Payment by Mail:

To register by mail, send a check for the Total Cost (Number of Attendees x $25) along with the following information:

  • Name(s) of Attendees
  • Farm/Business Name
  • Cell Phone 

Make check payable to BFBLGLV and mail to BFBLGLV, 518 Northampton St, Easton, PA 18042.

Limited to 40 attendees. Seats will not be held until payment is received. No refunds will be given for cancellations made less than five days in advance.
Questions? Contact Buy Fresh Buy Local at or 610-253-4190.

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