"When we started this, we kind of thought it was good for the environment; less trucking from California, no pesticides, no artificial fertilizers,” said Danny Wegman.
The 50-acre research farm near the shores of Canandaigua Lake was initially intended to develop best practices in organic and sustainable farming and share them with the 80-store grocery chain’s 500 suppliers.
Five years later, Wegmans’ view of organic produce has evolved.
"Today, I'm not sure that some larger farms in the area using some automation that we're learning about ourselves might not be a more customer friendly approach. It has to be affordable or it’s a waste of time. We don't want to just serve the elite,” said Wegman, Wegmans CEO.
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