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Join us for a panel discussion on the impacts of COVID-19 on the fruit and vegetable markets across the U.S.A. and specifically in New York State.


Join us Apr 14, 2021 12:00 PM in Eastern Time (US and Canada)



Richard A. Ball, Commissioner, NYS Department of Agriculture & Markets


A native New Yorker, Mr. Ball has made a living in agriculture his entire life. His inspiration to become a farmer came from his grandparents, who were lifelong dairy farmers. At 18 years old, Mr. Ball began his own career in agriculture as a farm worker on a vegetable farm. He later became operations manager of that same farm. After 20 years there, in 1993 the opportunity arose to be a farm owner and for the past 27 years, he has been the owner and operator of Schoharie Valley Farms in Schoharie, NY, which consists of 200 acres and produces a wide range of vegetable crops, small fruits and greenhouse crops. The farm serves both retail and wholesale consumers through an onsite farm market and ships to brokers and restaurants in the local area as well as New York City.


James E. Prevor, Founder and Editor-in-Chief Editor, Produce Business


Jim Prevor is widely recognized as a leader in assessing the state of the perishable-food industries and analyzing the prospects for the retail and foodservice venues in which perishable foods are bought and sold. His comments and insights on a broad range of subjects — including food safety, genetically modified organisms, irradiation, consumer dynamics, the state of food prices, sustainability and the competitive dynamics in the fresh-food retailing industry — have been seen and heard on CNN, the Fox Business Channel, the BBC, NPR, many network affiliates and over 100 newspapers, magazines and associated websites, including The Washington Post, The New York Times, USA Today, The Times of London, The Chicago Tribune and The Los Angeles Times.



Bradley J. Rickard, Associate Professor of Food and Agricultural Economics in the Charles H. Dyson School of Applied Economics and Management


Bradley Rickard is an associate professor of Food and Agricultural Economics in the Charles H. Dyson School of Applied Economics and Management. His teaching and research focus on the economic implications of policies, innovation, and industry-led initiatives in food and beverage markets. Results from his research have been highlighted by various media outlets including Buffalo News, The Economist,, National Public Radio, The Wall Street Journal, Washington Post, and Wine Spectator.




Jess Stein, Senior Licensing and Business Development Officer at Cornell University.


Jessica is responsible for managing the portfolio of plant varieties and germplasm. She works closely with researchers and breeders in the College of Agriculture and Life Sciences, New York State Agricultural Experiment Station, Geneva, NY, and Cornell Long Island Horticultural Research and Extension Center, Riverhead, NY.


Before joining CTL in 2010, Jessica worked at Carolina Nurseries as a quality control manager, an assistant director in the new products department, and as a sales representative. She has a Bachelor of Science degree in Ornamental Horticulture from Cornell University, Ithaca, NY.



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