Access to markets remains one of the biggest challenges facing beginning farmers and ranchers – especially those transitioning from military service into agriculture. For many, it is not the lack of passion, skill, or work ethic that slows progress; it is the difficulty of navigating retail standards, accessing buyers, and scaling beyond direct-to-consumer sales. At the Farmer Veteran Coalition (FVC), we are committed to helping our members overcome these barriers through innovation, collaboration, and targeted program development.
This article explores the market access landscape, highlights FVC’s flagship and pilot initiatives, shares success stories, and outlines funding resources available through USDA and nonprofit partners to help our members thrive.
The Market Access Gap for New Producers
New and small-scale producers often face steep barriers to market entry, including:
- Lack of brand recognition or consumer trust
- High costs of retail readiness (certification, insurance, packaging)
- Limited connections to wholesale buyers or distribution systems
- Inability to scale due to storage, transportation, or labor constraints
- Regulatory complexity for selling across state lines or institutions
For Veterans entering agriculture, these hurdles can be especially frustrating – yet also deeply motivating. With the right tools and partners, our members are not just entering the market; they are transforming it.
FVC Solutions: From Labels to Logistics
Homegrown By Heroes (HBH)
At the heart of FVC’s market strategy is the Homegrown By Heroes label – the only nationally recognized Veteran-grown branding program in the U.S. This logo provides an immediate trust signal to consumers and buyers alike. Whether sold at a farmers market, online, or through a grocery distributor, the HBH label sets Farmer Veterans apart, promoting transparency, patriotism, and quality.
The Homegrown By Heroes (HBH) label has proven even more impactful when co-branded with state Departments of Agriculture programs, such as “Pick Tennessee,” “Kentucky Proud,” and “Illinois Grown”. These strategic partnerships enable Farmer Veterans to feature both the nationally trusted HBH label and their state’s agricultural branding, creating a dual identity that boosts consumer confidence and enhances product visibility. Co-labeling not only reinforces the authenticity of veteran-grown goods but also connects them to local pride and state-led marketing efforts. This collaboration opens doors for HBH producers to participate in in-state retail promotions, state fairs, and farm-to-school or institutional purchasing programs, offering a significant competitive edge in regional markets.
MarketMaker and Direct-to-Consumer Cart
To help members build online sales channels, FVC partners with MarketMaker, a national online platform that connects producers with consumers, retailers, and institutions. With its integrated cart system, members can build an e-commerce storefront without needing to hire a developer or set up a separate website. FVC pays the yearly licensing fee, so this is FREE TO OUR MEMBERS. BTW, membership with FVC is FREE as well!
MarketMaker is a powerful national platform designed to connect food producers with buyers, suppliers, and consumers through a suite of specialized search engines and mapping tools. These search functions allow users to locate businesses by product type, business category, location, certifications, production practices, and more – making it much easier for producers to be discovered by wholesale buyers, restaurants, schools, and direct-to-consumer shoppers.
For example, a retailer searching for HBH-certified Veteran beef producers in Illinois can filter by geographic area, product (e.g., grass-fed beef), business type (e.g., farm, processor), and marketing claims (e.g., veteran-owned, locally grown). Each profile created by a producer is searchable within this database and mapped visually, helping buyers make sourcing decisions at both local and regional levels.
MarketMaker also includes tools for supply chain analysis, buyer-seller matching, and e-commerce storefronts with carts, allowing producers to sell directly to consumers. The system empowers HBH members and other small producers to stand out by highlighting certifications, telling their farm story, and being easily searchable across multiple platforms – without the need for expensive marketing or distribution intermediaries.
This is ideal for:
- Farm-to-table operations
- Subscription boxes and CSAs
- Micro-aggregators or collectives
Retail-Ready Certification Pilot
Many retailers require compliance with Good Agricultural Practices (GAP), food safety plans, insurance minimums, and barcoding. FVC is piloting a Retail-Ready Certification Program that walks farmer veterans through these steps. The program includes:
- 1:1 coaching
- GAP audit preparation
- Insurance education
- Label design and UPC support
By preparing producers for retail buyers, FVC is helping more members transition from farm stand to store shelf. Stay tuned for more information to come late summer!
Virtual Co-Op Aggregation Model
FVC is also piloting a virtual cooperative model where we serve as an aggregator and price negotiator for small producers. In this model:
- Producers maintain their independence and branding
- Negotiates contracts with wholesale buyers
- Distribution is handled by an external third-party partner
- All members are paid fairly and consistently
This scalable model is ideal for members growing specialty crops, proteins, or value-added products who cannot meet institutional volume alone but can succeed as a group.
USDA Solutions for Market Access
FVC works closely with USDA to align our members with key market development programs:
Program | Use | Agency |
Value-Added Producer Grant (VAPG) | Packaging, marketing, business plans | USDA Rural Development |
Local Food Promotion Program (LFPP) | Food hubs, online markets, co-ops | USDA AMS |
Food Safety Certification for Specialty Crops (FSCSC) | GAP audits and retail compliance | USDA AMS |
Farmers Market Promotion Program (FMPP) | Farm stands, CSAs, mobile markets | USDA AMS |
FSA Microloans | Startup capital for equipment, infrastructure | USDA FSA |
Many FVC members have combined programs (e.g., FSCSC + VAPG) to offset the cost of retail entry and scale up faster.
Nonprofits That Help
In addition to the USDA, Farmer Veterans can turn to some of our nonprofit allies:
- Wallace Center (food hubs, co-ops, regional networks) Food Systems Leadership Network FSLN-Headquartered in Virginia
- National Young Farmers Coalition (training, policy support) in New York
- Kitchen Table Advisors (business coaching in CA)
- Appalachian Sustainable Agriculture Project (ASAP) (marketing, buyer matching) Asheville, North Carolina
- CISA – Buy Local Food (branding and institutional sales in Massachusetts)
- NCAT / ATTRA (free tools for pricing, business plans, veterans in ag) North Carolina
FVC maintains active partnerships with many of these organizations, and we can help you make connections based on your location and goals. There are over 400 partnerships in our Salesforce database that we can offer to members for additional resources.
Funding Your Growth
Last month’s newsletter went into detail on Capital Access to entry and listed many solutions. Here are several grant makers and lenders who specialize in supporting beginning and veteran farmers with marketing and infrastructure:
- Kiva U.S.: Zero-interest microloans up to $15,000
- RSF Social Finance: Flexible loans and grants for mission-aligned food systems
- Farm Aid: Emergency and project funding
- Food Systems Leadership Network: Microgrants for collaborative initiatives
FVC can assist members with identifying the right funding mix and reviewing your applications. Just call our call center at 855-FVC-FARM.
Let Us Help You Grow
If you are a farmer veteran looking to expand your markets, FVC is here to help. Whether you are aiming to sell directly to consumers, get into grocery stores, or work with schools and hospitals, we have tools, partners, and pilots ready to support your mission.
- Want to apply for the Homegrown By Heroes label?
- Need help getting up and going live with MarketMaker?
- Need help paying for an Organic Certification?
- Food Safety audit questions?
- Universal Product Code (UPC) questions
- Questions about your label and incorporating HBH on it?
Contact us at support@farmvetco.org or visit our website www.farmvetco.org.
As we approach the first day of summer on June 20th, all of us at the Farmer Veteran Coalition want to take a moment to thank you for your hard work, dedication, and continued service – this time in our nation’s fields, pastures, and markets. Whether you are planting, harvesting, selling at markets, or preparing for the busy season ahead, we wish you a happy, healthy, and safe summer! May this season bring growth to your crops, your business, and your connection to the land and community you serve. Stay cool, stay safe, and stay proud – we are honored to grow with you!
