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Wholesale Readiness for Entering Institutional Markets

December 11, 2018 @ 8:30 am - December 12, 2018 @ 4:30 pm


This two-day intensive will prepare experienced growers for entering wholesale and institutional markets, such as schools, hospitals, businesses, and food hubs.

We’ll cover:

  • Necessary procedures for selling into these markets
  • Developing profit margin goals considering production costs
  • Assessing your capacity
  • Project planning
  • Common barriers to entry
  • The purchasing process from the perspective of institutional food service directors
  • Opportunities and logistics of working with food hubs and distributors, along with managing a pipeline of buyers
  • Budgeting for a new wholesale enterprise using a projection model

This workshop is designed for advanced growers and has limited space available. Farmers must answer some basic questions regarding their growing experience before being accepted to this session.

This event is presented in partnership with Kitchen Table Consultants and with the support of the Pennsylvania Department of Agriculture and PA Preferred. This workshop is cosponsored by Chatham University CRAFT.

Speaker information

Bob Pollock, Extension Educator – Horticulture: Bob is an Extension Educator with Penn State University and possesses over 36 years of experience conducting educational programs in horticulture, urban forestry, Integrated Pest Management (IPM), pesticide safety, and farm food safety. He is also a Produce Safety Alliance trainer and serves as co-chair of the Extension Vegetable team and serves on the Tree Fruit and Green Industry teams.

Jeralyn Beach, General Manager, Penn’s Corner Farm Alliance: As general manager of Penn’s Corner Farm Alliance, Jeralyn oversees all aspects of a 27-farmer-owned cooperative. She handles everything from sales to operations to finances at Penn’s Corner, which is dedicated to providing high quality, fresh food to the Pittsburgh region. Beach has dedicated her career to food and sustainability, previously holding roles at Greater Pittsburgh Community Food Bank and the New York City Department of Education Office of School Food and Nutrition Services. She previously served on the Pittsburgh Food Policy Council and the Lawrenceville Farmers’ Market Association Committee.

Malik Hamilton, Purchasing Supervisor, Food Services Department of Pittsburgh Public Schools: Malik is a chef-turned-school-nutrition professional and is focused on value-based procurement, data-driven decision making, and Jell-O in K-12 schools.

Nathan Holmes, Founder, Three Rivers Grown: After starting an organic growers cooperative with Amish growers, Nathan saw a need in Pittsburgh for a local food distribution company. In 2014 Nathan started Three Rivers Grown, a food hub which serves mostly grocery stores.

Audrey Hess, Public Health Nutrition Consultant, Pennsylvania Department of Education: Audrey is a registered and licensed dietitian nutritionist. For many years, she’s worked to connect local farmers with school food service directors, and helps farmers address challenges with entering this consumer market.

Noah Munro, Kitchen Table Consultants: Noah’s enthusiasm for the entrepreneurial process led Noah to complete his MBA at Babson College (magna cum laude) in 2014, a program that has been ranked by US News and World Report as the #1 MBA program for entrepreneurship for 24 consecutive years. This program provided him with a robust set of management and financial skills, which, when combined with his decade of small business experience, gives him a valuable perspective on what it takes to start and grow a small business in the food industry.

Over the last few years, Noah has worked collaboratively with dozens of business owners, farmers, and retailers to help them grow their businesses and achieve profitability. He has also worked with economic development groups to help with feasibility studies, opportunity assessments, and regional economic development strategy. He specializes in small business strategy, financial management, market research, eCommerce, and digital marketing.

Noah also holds a Bachelors of Arts in Environmental Policy from Green Mountain College, worked for five years as a Digital Marketing consultant for the Newfound Lake Region Association, and is Inbound Certified by the Hubspot Academy, a highly reputable digital marketing training organization.

Ted LeBow, Principal and Co-founder, Kitchen Table Consultants: Ted’s two passions are financial sustainability and growing entrepreneurs and their teams. Ted has worked with hundreds of small business owners and farmers all over the country, creating and helping them execute against their financial goals. He has also worked many years as a farmer.

Elaine Lemmon, Senior Consultant, Kitchen Table Consultants: Having farmed for 15 years, Elaine developed skills as a dynamic business owner possesses a deep understanding of the daily challenges farmers face in trying to keep their farms economically sustainable. In the beginning of 2017, Elaine joined the team at Kitchen Table Consultants to help keep small businesses economically healthy.


Take a look at our frequently asked questions about our workshops and events. Otherwise, please contact this event’s coordinator, Dan Dalton, by email at dan@pasafarming.org or by phone at (814) 349-9856 x710.


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Date: Tue, December 11, 2018 Wed, December 12, 2018

Time: 8:30 am - 4:30 pm

Location: Eden Hall Farm
6035 Ridge Road
Gibsonia, PA 15044

Cost: Free Register Now

Event Category: PASA Events