The Hub connects Wisconsin growers and buyers

A brand new cooperative organization is connecting Wisconsin farmers and buyers during the 2013 growing season.  

Wisconsin Food Hub Cooperative (WFHC) will supply Wisconsin-grown foods to large-scale buyers like hospitals, schools and restaurants and provide resources to farmers to help them grow their businesses, said WFHC General Manager Lynn Olson,

Initiating in Madison, the hub certifies farms as using “Good Agricultural Practices” (GAP), a set of standards set by the United States Department of Agriculture. Institutional buyers like schools and hospitals often require GAP certification before they can purchase from a particular vendor.  

WFHC is still trying to establish the co-op among institutional buyers. “We’re going after major players who are in the Wisconsin area,” said Sales Manager Ron Balsimo. Olson and Balsimo cannot name specific buyers at this time.

In addition to helping Wisconsin farms become GAP-certified and connecting them with buyers, the hub aggregates and markets farm products in exchange for 12% the sale price.This allows Wisconsin farmers to spend more time farming and less time selling their product, Olson said.  The program includes 11 farms, including Turners Fresh Market and Greenhouses in Waupaca and Coloma Farms. The number of participating farms could expand to 20 in the first year.

Increased participation may lead to bigger goals.

“We have huge plans,” said Olson. “I have a feeling that the market is driving us to be so much of the food distribution system in Southern Wisconsin.”

Besides distributing products, Food Hub wants to help farmers share and gain knowledge.  Through trainings and idea sharing, Balsimo hopes food producers will benefit from one another’s knowledge about farm operation and growing processes.

In addition to sharing knowledge within the coop, WFHC partners with other Wisconsin organizations and similar coops in and out of the state.  Partners include the Wisconsin Farmers Union, Forward Community Investments, USDA’s Farm Service Agency, and many more individuals and organizations contributed to the initiation of the hub.

Looking at WFHC’s relationships from a marketing standpoint, Balsimo said the current strategy is “making sure everybody is aware of us,” and, “to go after both retail and the food service side.”

Once buyers have been established, Food Hub plans to help Wisconsin farmers who want to expand their operation do so based on buyer demands.

Olson and Balsimo have personal goals for WFHC as well as extensive histories in this retail market.  

“This is everything I believe in,” said Olson, who grew up in her Godparents’ grocery store, worked for Whole Foods Market as a manager, and worked for Willy Street Co-op for the last 11 years as Director of Cooperative Services.  Her goals for the hub include promoting both biodiversity and farming in Wisconsin, and maintaining the state as a beautiful place to live.  

Balsimo also sees WFHC as a confluence of many of the state’s strengths.

“I’m looking for the coop to be part of everything that Wisconsin has to offer.” he said.

 “I’ve been in the produce industry pretty much all my life ... it is now time to give back,” said Balsimo, who grew up in his Grandfather’s grocery store and has experience running an organic company.

WFHC aims to ensure that Wisconsin farmers produce quality, healthy products and that consumers receive quality, local products as well.

“It’s a win, win, win, win,” said Balsimo.