Content
Success in Michigan
Assessing and Building Capacity for New Market Opportunities
Project Director: Kristine Ranger-United Way of NE Michigan
About ExtensionRME
Success in Every State
“I own and operate Grandpappy's Greens: an indoor, climate controlled, certified organic microgreen farm based out of Alpena Michigan and have recently had the pleasure of attending a transformative personality workshop centered around the DiSC personality assessment.Led by Kristine Ranger, this workshop was nothing short of extraordinary. We delved into understanding ourselves better, learning how we interact with others, and crucially, how to adapt our responses to better align with the needs of our diverse customer base. ” -Participant
Situation: The project aimed to address financial challenges and market uncertainty faced by small, specialty crop growers through educational workshops on direct marketing and sales relationships, a Meet the Buyer event, and a community-wide Local Food Leaders event. Additionally, the project included an institutional buying pilot in year one and a multi-farm CSA pilot in year two.
Participation in the educational events exceeded expectations and resulted in a core group of 10 growers strengthening relationships, building trust, and committing to a cooperative business model. They launched a multifarm CSA, a summer Farmers Market, and a winter retail market to
mitigate financial risk, growing to 40 members with a waiting list by project conclusion.
Outcomes: As a result of the project, participants gained a deeper understanding of how relationships influence community support, buying decisions, and customer loyalty. Participants adopted improved practices to strengthen connections with customers, resource providers, and other members of their support networks.
Growers learned about web-based crop insurance options and how to access online tools and resources in lieu of meeting with a crop insurance agent. They assessed the potential for a Community Supported Agriculture (CSA) program as a viable new market opportunity and, where economically feasible, committed to piloting a CSA program.
Producers leveraged community networks and local resources to inform operational, financial, and marketing decisions as they entered new direct market channels. They completed risk assessments for selling to institutional markets, and a subset of participants implemented marketing knowledge and skills to create an online presence, expanding their outreach and market visibility.
Impacts: Participants in the Local Food Leader workshops and CSA pilot reported significant personal, professional, and community impact. Nonfarmers and community organizers gained a comprehensive understanding of the local food system, strengthened connections with regional leaders, and left feeling empowered to advance sustainable, community-driven food initiatives. Micro-farmers and CSA participants applied practical skills in marketing, customer engagement, and wholesale sales, enabling them to grow their businesses, implement new strategies, and launch collaborative ventures such as a multi-farm CSA. Hands-on activities, mock “meet the buyer” scenarios, and interactive workshops fostered confidence, strengthened relationships, and expanded opportunities for collaboration, while CSA pilots provided farmers and local partners with a flexible, effective model for connecting fresh produce to new markets. Overall, participants highlighted the program’s ability to enhance skills, build community, and support both business growth and personal well-being.