A seven-week online series starting October 7 will guide Michigan farmers through selling to food co-ops, schools, hospitals and more, with practical advice from industry experts and registration open until November 17
Michigan farmers looking to expand their sales channels will have a new resource this fall: a seven-week webinar series focused on practical strategies for selling to local food markets. The program, organized by Michigan's Emerging Farmers project in partnership with Michigan State University Center for Regional Food Systems, MSU Extension, and Michigan Food and Farming Systems, aims to equip small and mid-sized producers with the tools needed to access new buyers and strengthen their businesses.
Sessions begin October 7 and run through November 18, with each 90-minute webinar targeting a specific market opportunity. Topics include selling to food co-ops, farm stops, schools, food hubs, food as medicine programs, community-supported agriculture (CSA), online markets, and farmers markets. Guest speakers from organizations such as Agricole Farm Stop, the Food Co-op Initiative, Michigan Department of Education, Michigan Farmers Market Association, Trinity Health, and ValleyHub will share firsthand insights and answer participant questions.
Webinar Schedule and Registration
The series is open to emerging farmers, small and mid-sized producers, urban and rural growers, agricultural service providers, and food system partners. Registration is required and closes at 11:59 PM on November 17. Once registered, participants receive access to all seven sessions and can attend as many as they choose. Each session will be recorded and made available for future reference, allowing farmers to revisit the material as needed.
The full schedule is as follows:
- October 7, 12-1:30pm: Selling to Food Co-ops
- October 14, 2-3:30pm: Selling to Farm Stops
- October 21, 12-1:30pm: Selling to Schools, ECE, and Institutions
- October 28, 12-1:30pm: Selling to Food Hubs
- November 4, 12-1:30pm: Selling to Food as Medicine Programs
- November 11, 12-1:30pm: Selling to CSA and Online Markets
- November 18, 12-1:30pm: Selling to Farmers Markets
What Farmers Will Learn
Each session is designed to deliver actionable guidance on market readiness, business development, pricing, food safety, distribution, and building relationships with buyers. Participants will gain a clearer understanding of wholesale, institutional, and direct market channels, as well as strategies for connecting with new customers and improving business planning. The program also connects farmers with subject matter experts and support organizations across Michigan and the Midwest.
According to organizers, the series is especially relevant for those seeking to diversify their sales or enter new markets. The inclusion of speakers from both public and private sector organizations ensures a broad perspective on the challenges and opportunities facing Michigan producers.
Support and Funding
The Emerging Farmers project is funded by the USDA National Institute of Food and Agriculture through a cooperative agreement with Michigan State University Center for Regional Food Systems, MSU Extension, and Michigan Food and Farming Systems. Additional support comes from the American Rescue Plan Technical Assistance Initiative and the Great Lakes Partnership for Food and Farm Business Development. The program's goal is to create economic opportunities for Michigan's agricultural producers, particularly those operating on a small or mid-sized scale.
For more information or to register, interested participants can contact Jazmin Bolan-Williamson, Farm and Food Business Coordinator at MSU CRFS, at bolanwil@msu.edu.
Michigan's agricultural landscape is shaped by a mix of large commercial farms and smaller, diversified operations. Programs like this webinar series reflect a growing emphasis on supporting emerging and underserved farmers, helping them navigate complex market requirements and connect with buyers beyond traditional outlets. By focusing on practical skills and direct access to experts, the series aims to lower barriers for producers who want to reach new customers and strengthen their businesses in a changing food economy.
