strategicAgricultural Marketing & Management PWT

MISSIONTo give New York food and agriculturally related businesses a competitive advantage over the rest of the world by significantly improving general management capacities and skills.

The Agricultural Marketing and Management Program Work Team is committed to exploring new ways to improve communications and resource sharing between on-campus, off-campus, and external stakeholders to accomplish the mission of the team.

Do you have an interest in participating in our PWT? Visit us on the web.

marketingpwt.dyson.cornell.edu

Thanks for your participation.

Have a safe trip home!

Sponsored by the Agricultural Marketing and Management Program Work Team

Additional support provided by CoBank, the Cornell Program on Agribusiness and Economic

Development, The Charles H. Dyson School of Applied Economics and Management

at Cornell University, Cornell Cooperative Extension Dutchess County,

Cornell Cooperative Extension

Capitalizing on Group Action & Business

Alliances to Improve Marketing Returns

November 7–8, 2011November 7–8, 2011

marketing

The Henry A. Wallace Center at the FDR Presidential Library and Home • 4079 Albany Post Road, Hyde Park, NY

2011 cornell agribusiness

conference

AGENDAGeorge Lamont, Premier Apple: Premier Apple – a Multi- state Cooperative Improving Information Flows, Pricing, and Fruit Quality Jim Hyland, Winter Sun Farms and Farm to Table Co- packers: Partnering with Local Farms and CSAs for Co- packing Services and Expanding Sales Bryan Cave (NCSU Cooperative Extension Director, Surry County, NC) & Todd Tucker, CEcD (President, Surry County Economic Development Partnership): Pilot Mountain Pride: Working with Municipalities in Providing Farmer Training & Access to Local Food Markets

2:30pm – 2:45pm Networking and Refreshment Break

2:45pm – 4:15pm Panel 3: Farmer Cooperative Restructuring & Strategic Planning

Moderator: Lynn Mordas, Dashing Star Farm Marty Broccoli (Marketing Manager), Upstate Growers and Packers: Board – Management Relations and Accessing New Markets Jerry Simonetty (Chairman), Hudson Valley Fresh: Member Commitment and a Common Vision in Marketing Quality, Value- Added Products Bob Weybright (Weybright and Associates, Inc.) and Lynn Mordas (Dashing Star Farm): Lessons Learned from Past and Current Cooperative Marketing Strategies

4:15pm – 4:45pm Funding/Program Updates:

Jessica Ziehm, New York State Agriculture & Markets Jim Barham, USDA Agricultural Marketing Service Mike Oleksak, CoBank & Farm Credit

4:45pm – 5:00pm Day 1 Wrap Up & Discussion

5:00pm – 5:30pm Agricultural Marketing and Management PWT Business Meeting

5:00pm – 7:00pm Free Time

7:00pm Dinner at Culinary Institute of America (Optional)

Tuesday, November 8th

7:30am – 8:30am Registration and Continental Breakfast

8:30am – 8:45am Updates and Announcements Todd M. Schmit, Cornell University

8:45am – 9:00am Hudson Valley Growers Case Study Video (1997)

9:00am – 1:00pm Panel 4: Strengthening Cooperation For New & Emerging Farmer- Owned Businesses Brian Henehan, Cooperative Enterprise Program, Cornell University Lynda Brushett, Cooperative Development Institute Topics Include: Creating a Common Vision & Member Commitment for the Business Developing a Strategic Plan – Operational & Marketing Strategies Building Board and Management Capacity Finance: Capital Requirements and Member Equity Starting & Operating a Cooperative – A Legal Perspective

1:00pm Conference Wrap Up, Participant Evaluations, & Box Lunch (optional)

1:15pm - 2:30pm Training Farmers & Producers On Food Safety Issues In Direct Marketing Venues Diane Eggert, Farmers Market Federation of NY Amanda Root, Cornell Cooperative Extension -Jefferson County (Optional Training for Educators)

Monday, November 7, 2011

7:30am – 8:30am Registration and Continental Breakfast

8:30am – 9:00am Conference Welcome and Introductions Todd M. Schmit, Cornell University

9:00am – 10:15am Keynote AddressMike Rozyne, Red Tomato: Innovative Farmer and Collaborative Networks - Connecting Farmers & Consumers through Marketing, Trade, & Education.

10:15am – 10:30am Networking and Refreshment Break

10:30am – 12:00pm Panel 1: Farmer Aggregation Models Accessing New Customers

Moderator: Bob Weybright, Weybright and Associates, Inc. Jim Barham, AMS, USDA: Regional Food Hubs – Linking Producers to New Markets. Dennis Derryck, Corbin Hill Rd Farm: A Creative Farm Share Model Bringing Upstate Produce to an Urban Food Desert. Dana Stafford, Regional Access. Establishing Strong Regional Relationships with Distributors and Producers.

12:00pm – 1:00pm Lunch and Networking, Courtesy of CoBank

1:00pm – 2:30pm Panel 2: Alternative Marketing Models For Pricing, Co- Packing, Training & Promotion

Moderator: Matt LeRoux, Cornell Cooperative Extension – Tompkins County

2011 Cornell Agribusiness Strategic Marketing Conference

Accommodations for persons with disabilities or special needs may be requested by contacting Carol Thomson at 607-255-5464 or cmt8@cornell.edu. Cornell University is an equal opportunity, affirmative action educator and employer.