Building a Market for Organic Vegetable Systems: Lessons from a Successful Transition

You’ve transitioned to organic—or you’re considering it. What comes next?

Presented by Rodale Institute and the Organic Trade Association as part of the National Transition to Organic Partnership Program (TOPP), this webinar is designed for farmers thinking beyond certification. Transitioning to organic is one step; building a viable business around it is another.

Danielle and Steven of TendWell Farm will share how they approached that challenge. Danielle will walk through how they developed a brand, identified market opportunities, and explored value-added products and alternative revenue streams for their diversified vegetable system. She’ll also discuss a key but often under-addressed reality: while organic can command a price premium, capturing that value depends on clear positioning and a thoughtful market strategy.

This session is a practical conversation with farmers who have navigated these decisions. Come prepared to listen, ask questions, and consider how their experience might apply to your own operation.

This event is supported through the United States Department of Agriculture (USDA) Transition to Organic Partnership Program (TOPP). TOPP is a program of the USDA Organic Transition Initiative and is administered by the USDA Agricultural Marketing Service (AMS) National Organic Program (NOP).

Details
Date: July 21, 2026 12:30 – 1:30 p.m. EST

Location:
Virtual, via Zoom

Cost: FREE

Registration

Completing this form automatically signs you up for electronic communications from Rodale Institute. You can easily unsubscribe at any time.