Wholesale Barriers: Case Studies Overview
Robert Hadad, Extension Vegetable Specialist
Cornell Vegetable Program
This is the second of two narrated PowerPoint presentations providing further findings from a USDA-AMA funded project, Assessing Barriers to Wholesaling for Small-Scale Produce Growers: Case Study. In this presentation, we provide more information found by diving deeper into the barriers of wholesaling for New York produce growers. The previous video provided information on a large grower survey whereas this video provides more in-depth findings from 8 individual farms selected from 3 focus groups. The farms agreed to provide more details about their marketing experiences, issues, and/or needs. These 8 farms became our 8 case studies; some of the case study farms had wholesaling experience while other farms had no wholesaling experience but were considering moving into that market.
This presentation was prepared by Robert Hadad, Regional Vegetable Specialist with the CCE Cornell Vegetable Program. For more information about this study, contact Robert Hadad.

Upcoming Events
Pest Management for Small-Scale Growers
July 23, 2026
Rochester, NY
Join us for a hands-on field day exploring integrated pest management tools for small-scale growing spaces and the opportunity to build community with local growers! Learn the best practices for using row covers, biocontrols, trapping, and more.
Vegetable Pest and Cultural Management Field Meeting for Auction Growers -- Ontario
July 28, 2026
Canandaigua, NY
A field walk will demonstrate pest management in fresh market vegetables in both field and greenhouse (high tunnel) vegetables, primarily for those growing for wholesale auction. CCE Cornell Vegetable Program Specialist Judson Reid will identify weeds, insects and diseases in vegetables and will go over management options such as inter-row cover crops, grafting, and where appropriate, spray options.
DEC recertification credits available: 2.0 in categories 10, 1a, 23 and 24.
Vegetable Pest and Cultural Management Field Meeting for Auction Growers -- Seneca
July 29, 2026
Romulus, NY
A field walk will demonstrate pest management in fresh market vegetables in both field and greenhouse (high tunnel) vegetables, primarily for those growing for wholesale auction. CCE Cornell Vegetable Program Specialist Judson Reid will identify weeds, insects and diseases in vegetables and will go over management options such as inter-row cover crops, grafting, and where appropriate, spray options.
DEC recertification credits available: 2.0 in categories 10, 1a, 23 and 24.