Hoeffner

Talking with Hoeffner exposes how much dissonance there is between farmers 'ability to sell fresh, whole foods and apparent demand for it.

Elizabeth McVay Greene: What the Farm Gives: A Morning at the Wholesale Farmers' Market 2010

Talking with Hoeffner exposes how much dissonance there is between farmers 'ability to sell fresh, whole foods and apparent demand for it.

Elizabeth McVay Greene: What the Farm Gives: A Morning at the Wholesale Farmers' Market 2010

"When you farm, you sell what the farm gives up," Hoeffner says.

Elizabeth McVay Greene: What the Farm Gives: A Morning at the Wholesale Farmers' Market 2010

Hoeffner sells at the Wholesale Farmers 'Market because here, at least, the spot market for his products exists and he takes what he can get, without the risk of his buyers renegotiating a price.

Elizabeth McVay Greene: What the Farm Gives: A Morning at the Wholesale Farmers' Market 2010

"When you farm, you sell what the farm gives up," Hoeffner says.

Elizabeth McVay Greene: What the Farm Gives: A Morning at the Wholesale Farmers' Market 2010

Hoeffner sells at the Wholesale Farmers 'Market because here, at least, the spot market for his products exists and he takes what he can get, without the risk of his buyers renegotiating a price.

Elizabeth McVay Greene: What the Farm Gives: A Morning at the Wholesale Farmers' Market 2010

Hoeffner, who farms in Montgomery, New York, and whose family has been in the business for five generations, attributes the challenges of the small farmer to reckless markets.

Elizabeth McVay Greene: What the Farm Gives: A Morning at the Wholesale Farmers' Market 2010

I'm saying that to revitalize small - and medium-sized farms in this country, we first have to shift our mental models, accept some degree of variation in our food supply, and adjust accordingly our expectations of what farmers like Hoeffner and his cohorts deliver.

Elizabeth McVay Greene: What the Farm Gives: A Morning at the Wholesale Farmers' Market 2010

I'm saying that to revitalize small - and medium-sized farms in this country, we first have to shift our mental models, accept some degree of variation in our food supply, and adjust accordingly our expectations of what farmers like Hoeffner and his cohorts deliver.

Elizabeth McVay Greene: What the Farm Gives: A Morning at the Wholesale Farmers' Market 2010

Hoeffner, who farms in Montgomery, New York, and whose family has been in the business for five generations, attributes the challenges of the small farmer to reckless markets.

Elizabeth McVay Greene: What the Farm Gives: A Morning at the Wholesale Farmers' Market 2010