Many local food growers and value-added producers are outgrowing their direct-to-consumer market channels, such as the farmers market, and are looking for a place to sell their products with a wider reach. However, some growers and producers are in need of technical assistance as they move into retail and wholesale markets. In a Kentucky Proud Member Showcase Survey conducted in the fall of 2024, nearly 2 out of 3 (64%) respondents indicated that they were interested in entering or expanding into retail. Just under a quarter of the survey participants had no current retail outlets, while 41% were looking to add more retail to their current business, and 32% were just seeking a public event to increase exposure to retail options.  

To meet the technical assistance needs of these growers and producers, Savannah Columbia, Camille Stevens, and Dr. Timothy Woods co-organized an all-day retail-ready-focused workshop on 03/25/2025 with DeAnne Elmore of Kentucky Proud (KDA) and Kati Bowman of the Kentucky Center for Ag & Rural Development (KCARD) for Kentucky Proud growers and producers in Hardin County, Kentucky. This workshop covered key topics such as?sampling?and?demonstrations, funding opportunities, and retail expectations. It also?featured expert panelists?from?leading farms, retailers, and technical assistance organizations. Attendees participated in hands-on workshops focused on marketing planning and elevator pitch development, equipping them with the tools to craft compelling brand stories and effective sales strategies. A pre-lunch Retailer Panel provided firsthand insights from major retailers, including Kroger, Meijer, and Good Foods Coop, discussing what it takes to get products on their shelves. Attendees enjoyed a?Buy Local Lunch, connected with industry professionals, and had optional?networking opportunities?to build valuable relationships.  

At this workshop, Kentucky Proud growers and producers had the opportunity to have their products evaluated for retail readiness by buyers from Good Foods Co-op, Meijer, Kroger, and Mammoth Valley Farm. These evaluations were shared with participants after the workshop. Buyers evaluated 46 products submitted by 16 Kentucky Proud growers and producers.  

Attendance included 48 Kentucky Proud growers and producers, 17 technical assistance providers, and 13 expert panelists.  

Program evaluation results showed gains in participants’ knowledge of retail readiness after participating in the Retail Readiness Marketing Workshop. After attending the Workshop, participants (n=22) rated their overall confidence as a marketer as 13% Slightly Confident, 68% Moderately Confident, and 18% Very Confident. 100% of survey respondents (n=22) indicated that the workshop was useful for their business and 100% of survey respondents (n=22) indicated that they would recommend this workshop to others. Finally, 18% of respondents indicated that they learned 1-2 practices or tips that they would incorporate into their business, 50% of respondents indicated that they learned 3-4 practices or tips that they would incorporate into their business, and 32%  of respondents indicated that they learned 5 or more practices or tips that they would incorporate into their business (total n=22). 

A direct quote from an attendee through conversation after the workshop: “The Retail Readiness workshop was excellent. I would attend again. We paid over $1,500 for a program that didn’t give us anywhere near that amount of exposure, immediate product feedback, or market readiness content. We added a new grocery client that will significantly expand our business.” -- B.T. Leigh. 

Intermediate outcomes will be determined through follow-up surveys.