Growing the Regional Grain Economy: The Mid-Atlantic Grains Program Case Study

Have you visited the Mid-Atlantic Grain Stand at select FRESHFARM markets? If you haven’t, you may not think of grains as a local product or know that our region supports a burgeoning local grain movement focused on high-quality, specialty grains. FRESHFARM, in partnership with Common Grain Alliance, is working to raise awareness about local grains and build market opportunities for local grain farmers and millers through the Mid-Atlantic Grain Stand and Grain Share.

This year, we wrote a case study detailing what goes into operating the Mid-Atlantic Grains Program, our lessons learned, and best practices for other farmers market networks and food hubs that may like to launch their own grains program. We’ve compiled highlights from the case study below for anyone curious about what it takes to foster a vibrant regional grain economy.

The grains program, which is operated by FRESHFARM and Common Grain Alliance, was originally funded by a USDA Farmers Market Promotion Program grant.

The Grain Status Quo

In industrial agriculture, crops are commodities, and quantity is prioritized above quality. The typical commodity grain farm covers thousands of acres. Grain is harvested and sold to a grain elevator, then blended with other sources to meet industry standards. There is little consideration of source, variety, or growing practice. The majority of corn grown in the US is used as animal feed or biofuel, with only 2% grown for human consumption.

Successful farms must produce a large enough volume of grain to sell at a low price while maintaining economic viability. Small and medium-sized growers who cannot achieve sufficient high-volume production can find a market for their crops by focusing on high-quality, specialty grain production.

Alternative Direct-to-Consumer Model

Despite the Mid-Atlantic region’s long history of grain production, this sector is not well represented in the local food movement. Many shoppers tend to think of local food as limited to fruits and vegetables, and increasingly meat and dairy. It is rare to find flour, oats, grits, rice, or other grain products at farmers markets.

Growing and harvesting grains has always required higher levels of investment in equipment and infrastructure than other local crops. To provide an alternative economic outlet for local grain farmers and producers, FRESHFARM and the Common Grain Alliance launched the Mid-Atlantic Grain Stand and Grain Share in 2022, with a strong focus on consumer education and awareness of local grains embedded in the business model.

When it comes to local grains, farmers markets are an ideal platform for both distribution and education. The grain stands help build a market for regional grain growers and generate curiosity and awareness for customers looking to learn about the role grains play in the local food system.

How the Mid-Atlantic Grains Program Works

Products for the grains program are sourced from farms and mills within 200 miles of Washington, DC, and stored at FRESHFARM’s Pop-Up Food Hub warehouse. Grain products arrive at the warehouse packaged for consumer retail.

The Mid-Atlantic Grain Stand is currently offered at three of FRESHFARM’s largest farmers markets—one each in Washington, DC, Maryland, and Virginia—ensuring that a broad customer base is exposed to the region’s budding grain economy. Grain Stand Specialists transport products from storage to market to educate and sell grains to consumers.

The Mid-Atlantic Grain Share is a curated selection of grains, pasta, grits, rice, and more that can be added to FRESHFARM’s Market Share CSA program. The Grains Program Manager selects items for the Grain Share at the beginning of the season with a goal of celebrating the region’s diverse grain offerings.

Thinking about launching your own grains aggregator model? Farmers markets looking to launch a grains program will need access to a shared warehouse space and transportation to market, as well as access to cold storage. Also consider whether your customer base is a good fit for a premium-priced specialty local food product. Grant funding is recommended to support program operations and manage risk as you grow the market for local grains.

Benefits of the Aggregator Model

FRESHFARM and CGA’s aggregated grain distribution model supports a strong, diversified food system and increases retail and wholesale business for small farmers and processors. Through the grains program, participating farms and mills can add revenue, gain market visibility, and reach a larger customer base without the direct costs and risks of operating a solo stand at market.

A shared grain stand that represents multiple producers creates cost efficiencies that allow producers to serve a broader customer base than if they operated their own independent stand at the farmers market. Producers gain greater market exposure, and customers gain access to a greater diversity of local foods.

There are also environmental advantages to this model. Grain deliveries to our program are flexible and take advantage of trips farmers are already making to and from urban farmers markets. Because we are able to utilize the larger FRESHFARM network of programs and farmers markets, we can accept deliveries wherever is most convenient for the farmer, whether that is at a market or directly to our warehouse. By leveraging this network, food travels shorter distances from the farmers market to the consumer, reducing carbon emissions associated with transportation. Furthermore, farmers can leverage deliveries to a central warehouse as a pick-up point for other wholesale orders from nearby food businesses or retailers, further reducing the supply chain.

Finally, selling directly to consumers through the Grain Stand at farmers markets, the Market Share, or to wholesale buyers (such as artisan millers, craft malthouses, bakeries, and restaurants) allows farmers to earn two to four times higher prices on their products. Their grain retains its identity, going to end users who are motivated to promote local sourcing and customers who are willing to invest in a premium product with a direct connection to local land.

Want to learn more about launching a grains program? Read our full case study here.