Growing Skills: Insights from the Farmer as Retailer series

The Farmer as Retailer series, part of the Farm to Plate Grocers Project, has successfully supported over 75 farmers across Vermont, Massachusetts, Maine, and New York over the past two years. Initiated by Annie Harlow, leader of the Grocers Project, this series aims to enhance direct-to-consumer sales by equipping farmers at all scales with essential retail skills.

Conducted from January to March 2023 and February to April 2024, the program featured weekly online sessions spanning one-and-a-half hours, covering a wide range of topics crucial for retail success, including operations, merchandising strategies, margin analysis, accounting, sourcing products from large and small distributors, staffing models, and security.

The series emerged from a decade-long effort to bolster retail operations' profitability and local vendor support. The sessions not only served as training grounds but also fostered a community of peer learning among farmers, where shared knowledge and experiences enhanced learning and led to collaborative solutions building. Key components included recorded live sessions and comprehensive resource sharing enriching participants with valuable insights at their convenience.

Offered for free and funded by a USDA Market Development grant and the Canaday Family Charitable Trust, the initiative garnered praise for its impact on the farming community. Direct outcomes reported by farmers included enhanced operational efficiencies, better understanding of product costs, and increased customer engagement.

Looking ahead, future editions of the series are planned for winter 2025, with potential expansions into on-farm visits and seasonal events. The demand for in-person tours and hands-on workshops reflects farmers' preference for experiential learning and practical insights into merchandising and farmstand management.

Despite challenges such as geographic diversity, urban-rural divides, and varying state regulations, the peer-to-peer format of the Farmer as Retailer series has proven effective in addressing these disparities. It continues to be a cornerstone in fostering a robust local food economy by bridging the gap between farm production and direct consumer engagement.

For more information or to sign up for the Small Bites newsletter, which features Farmer as Retailer segment, visit the Grocers Project page.