Virtual Mercantile

A series of tastings where buyers tune in live as they taste along in their shops, the Virtual Mercantile is designed to connect makers and merchants at a time when in person gatherings are limited - yet the desire to support each other abounds.

Americans are spending more on groceries than ever before, yet traditional ways for grocers and makers to connect are on hold. At this unique moment in time, we invite you to be part of the Virtual Mercantile. A thoughtful series of short, weekly tastings that fit into busy buyer schedules, the Virtual Mercantile offers the opportunity for retailers and distributors to hear directly from the country’s leading food crafters while tasting along in their shops.

Retailer registration for the Virtual Mercantile Road Trip, held in partnership with state departments of agriculture this spring, is now open. Join us as we crisscross the nation to discover tasty, authentic and responsible food crafts from sea to shining sea. Tickets for retailers, distributors and media ($45 including pre-shipped samples) for the following sessions are open for the North Carolina and Utah sessions here.
April 14: Idaho
April 28: Virginia
May 5: Illinois
May 12: North Carolina
May 17: Utah
May 19: Oregon
May 26: New Mexico

Crafter registration for the Summer Virtual Mercantile, held on Wednesday afternoons in June and July, is also now open. Each week, half a dozen crafters will tune in to lead a guided tasting of 3 pre-shipped products to a captive audience of up to 25 retail stores and answer questions in real time. In a time when travel and in-person trade shows are still limited, we’re thrilled to provide this opportunity for you to build new, lasting relationships safely and conveniently. View the full crafter kit here and sign up today.


Helping the Good Food Foundation bring the Mercantile to life are our generous hosts, businesses and organizations committed to leading the way in creating opportunities for great food crafters and retailers unite in virtuous commerce.