More Than Sales: The Human Work of Food Systems

Value chain professionals sit at the intersection of agriculture, business, community, and human connection. The work requires far more than helping move food from farms to buyers. It takes trust, listening, strategy, persistence, and a deep commitment to serving people and communities. Training professionals to do this work well is not quick or simple. It is a long-term investment in mentorship, guidance, and relationship-building that unfolds over months and years.

Walking Alongside Farmers, Buyers, and Communities

Training value chain professionals is a lengthy investment of time involving mentoring, advising, guidance, feedback, and goal setting over months, if not years.

We are not sales professionals, yet we need to convince buyers to purchase food from a values-based perspective.

We are not community development professionals, yet we need to connect with the community groups who are passionate about food security, access, and health for their citizens.

We are not economists, yet we need to advocate for farmers, buyers, and food businesses and tell the stories about how they are redirecting their purchasing dollars for a stronger food economy.

We are not researchers, yet we need to quantify and understand the intrinsic and extrinsic factors motivating buyers to purchase food from a values-based perspective, to put strategy in place.

We are not therapists, yet we spend time listening to the challenges of farmers and food businesses with the hopes of creating solutions to make things better.

We meet people where they are and determine how we can walk on the path with them in a servant leadership manner to not just build a more resilient food system, but to make the world a better place, one sale at a time.

Jodee Smith

FARMWISE Indiana

Executive Director