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
Eden Area Winter Vegetable Meeting
February 4, 2026
North Collins, NY
Join us for a mix of industry updates, crop protection talks, pesticide safety programming, and fertility management discussions. This meeting is jointly hosted by the Cornell Vegetable Program and Timac Laing-Gro.
1.25 DEC credits available in CORE plus 1.75 in 1a and 23.
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February 9, 2026
Albion, NY
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March 10, 2026
Newark, NY
Learn about food safety on the farm! This event hosted by the Cornell Vegetable Program, Cornell Lake Ontario Fruit Team, CCE Wayne County, and the NYS Department of Agriculture, will cover good agricultural practices (GAPs) to help reduce the risk of microbial contamination on the farm, keeping food and consumers safe.