Market Channel Risk Assessment workshop


Monday, February 19, 2024


6:00pm – 8:00pm


Online Et Time  



Related Program(s):

Climate Record Keeping Workshop Series. Workshop 4: Market Channel Risk Assessment

In this workshop, Matt LeRoux of Cornell University analyzes channel-specific risks observed by small-scale operators. Matt also presents metrics of channel performance such as labor costs, management and engagement of producers in understanding how data is used to improve farm decision-making. Matt has an abundance of resources and publications he will draw from to support market channel selection training including

  • LeRoux, Matthew. “Guide to Marketing Channel Selection: How to Sell Through Wholesale and Direct Marketing Channels.” Cornell Cooperative Extension. (2010)
  • LeRoux, Matthew; Schmit, Todd; Roth, Monika; Streeter, Deborah. “Evaluating Market Channel Options for Small-Scale Fruit and Vegetable Producers. “Renewable Agriculture and Food Systems. 25.1 (2010): 16-23.
  • LeRoux, Matthew; Schmit, Todd; Roth, Monika; Streeter, Deborah. “Evaluating Marketing Channel Options for Small-Scale Fruit and Vegetable Producers: Case Study Evidence from Central New York”. Department of Applied Economics and Management, Cornell University. EB 2009-03 (2009)

Link to the: Fact Sheet - Market Channel Risk Assesment

Link to the: Slide Deck - Market Channel Risk Assesment

About the presenter:

Matt LeRoux, Extension Associate, Cornell University.  Matt has 20 years’ experience serving farms through Cornell Cooperative Extension, non-profits, and consulting. Specializing in market strategy, Matt works with a diverse mix of produce and livestock farmers and food businesses. Career highlights include developing the Marketing Channel Assessment Tool for produce growers and the Cornell Meat Price & Yield Calculator.

Funding Aknowledgement

This material is based upon work supported by USDA/NIFA under Award number 2021-70027-34693