Founded in 2006, The Wegmans Organic Farm and Orchard sits on nearly 50 pastoral acres owned by the Wegman family along West Lake Road in Canandaigua. The farm’s mission is to follow consumers growing desire for fresh produce that is both organic and sustainably grown. The retailer operates the Organic Farm & Orchard to develop and share best practices with both customers and regional partner-growers. The farm works continually to grow the best-tasting varieties and extend the northeastern growing seasons, making local farms more economically sustainable.
The farm and orchard is an exciting example of a retailer expanding the traditional notion of differentiation and private brand well beyond simple packaged goods knock-offs to farming practices, product development, and customer experience. This is the kind of private brand innovation that will not only stand up against Amazon and Whole Foods but ultimately beat them.