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
Vegetable Pest and Cultural Management Field Meeting for Auction Growers -- Ontario Produce Auction

July 15, 2025
Stanley, NY
This evening meeting will demonstrate pest management in fresh market vegetables in both field and greenhouse (high tunnel) vegetables, primarily for those growing for wholesale auction. A hands-on demonstration of weed, insect and disease identification in vegetables including management options. Details on each topic will focus on field observations at the farm.
Orleans Summer Vegetable Meeting, 2025

July 16, 2025
Waterport, NY
Meeting themes are pest management in a wide array of produce and best practices for pesticide use. Professor Brian Nault will cover allium leaf miner and thrips in onions, garlic, and leeks, and discuss insect challenges in other crops. Bring your questions! We'll also have a field walk that includes high tunnel tomato and cucumber.
DEC credits available: 0.5 in CORE plus either 1.25 in 1a and 23, or 0.75 in 24.
Vegetable Pest and Cultural Management Field Meeting for Auction Growers -- Finger Lakes Produce Auction

July 18, 2025
Penn Yan, NY
This evening meeting will demonstrate pest management in fresh market vegetables in both field and greenhouse (high tunnel) vegetables, primarily for those growing for wholesale auction. A hands-on demonstration of weed, insect and disease identification in vegetables including management options. Details on each topic will focus on field observations at the farm.