American Farmers

What American Farmers does

American Farmers is a privately held, founder-owned agricultural sales agency headquartered in New Era, Michigan, that represents a community of Michigan family farms and three operating sub-brands: American Apple Packing, American Apple Cider Company, and American Asparagus. The company functions as the national sales, marketing, and distribution arm for these growers, supplying fresh Michigan apples, asparagus, and 100% fresh-pressed apple cider to retail grocery stores across the United States through a direct field sales force rather than wholesale brokers. Starting with the 2025 crop season, a flagship corporate branding agreement with University of Michigan Health C.S. Mott Children's Hospital ties Block M-tagged SKUs to contributions supporting the hospital, converting routine produce purchases into community-impact purchases.

The business model is a transaction-fee sales agency: American Farmers markets and distributes produce on behalf of its represented growers and charges a margin/commission on each sale to retail grocery accounts. Core products are physical commodity-style produce items differentiated by the Block M co-branded tag, family-farm storytelling content ("Faces on the Farm," "Meet the Farmers"), and the C.S. Mott charitable hook. There is no disclosed proprietary technology platform, no AI/ML capabilities, no API or SDK surface, no disclosed external funding, and no public-company status; the firm is bootstrapped, with 51-100 employees and ownership concentrated in Caleb and Sarah Coulter.

Go-to-market is sales-led and single-channel-direct: a national direct sales team sells into mid-market grocery retailers across the U.S., supported by organic social marketing on Facebook, Instagram, and TikTok, plus a content-driven website. Pricing is not publicly disclosed and varies by product, season, and retail channel. The company's strategic positioning leans heavily on the founder family's personal connection to C.S. Mott and on authentic family-farm heritage as the primary brand differentiators against commodity produce competitors.

Name

American Farmers

Legal name

American Farmers

Website

https://american-farmers.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

American Farmers is a Michigan-based agricultural sales agency, founded by Caleb and Sarah Coulter, that represents a community of Michigan family farms and distributes apples, apple cider, and asparagus to U.S. grocery retailers under co-branded Block M tags linked to C.S. Mott Children's Hospital.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution & Marketing

NAICS

Apple Orchards (111331), Fruit and Tree Nut Farming (1113)

SIC

Agricultural Production-Crops (100), Food And Kindred Products (2000), Agricultural Services (700)

akta.pro primary industry

Cider & Orchard Fruit Production (Apples/pears for cider & processing) (AFAGACAJ)

akta.pro secondary industry

Farmers’ Markets & Farm Stands (Fresh Food) (CRAHAHAE)

Keywords

• Fresh produce distribution
• Agricultural sales agency
• Grocery retail supply
• Michigan apple sales
• Produce marketing services

Headquarters

HQ city

New Era

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Supply Chain, Others

Revenue model

1. Produce Sales: American Farmers generates revenue through the sale of fresh produce including apples, asparagus, and apple cider. As a sales agency representing American Apple Packing, American Apple Cider Company, and American Asparagus, the company sells to retail grocery stores throughout the country. A portion of sales from specific branded products (marked with Block M) benefits C.S. Mott Children's Hospital.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

American Farmers is a national sales agency and marketing operation representing Michigan-based agricultural producers American Apple Packing, American Apple Cider Company, and American Asparagus. It provides direct sales, distribution, and marketing services for premium Michigan fresh produce (apples, asparagus, and 100% fresh pressed apple cider) to grocery retailers across the United States. Starting with the 2025 crop season, every sale of Block M-tagged products benefits University of Michigan Health C.S. Mott Children's Hospital.

Product overview

American Farmers is a national sales agency and marketing campaign representing Michigan-based agricultural producers, including American Apple Packing, American Apple Cider Company, and American Asparagus. The company, owned by West Michigan's Caleb and Sarah Coulter, provides direct sales and distribution to retail stores throughout the country. American Farmers represents its own farm production as well as a community of family farms, offering products under brands including New Era's American Apple, American Apple Cider Company (100% fresh pressed U.S. apples), and New Era's American Asparagus. Starting with the 2025 crop season, the company has established a corporate branding partnership with C.S. Mott Children's Hospital where every sale benefits children's healthcare.

Differentiator

Problem solved

Functional benefit

Brands

• American Apple Packing: Division of American Farmers handling apple packing operations
• American Apple Cider Company
• American Asparagus

Products and services

• New Era's American Apple

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• University of Michigan Health C.S. Mott Children's HospitalflagshipStrategic or Co-development Partner · 1 January 2025Groundbreaking corporate branding agreement where every sale of Block M-tagged products (apples, asparagus, apple cider) benefits C.S. Mott Children's Hospital starting with the 2025 crop season. The partnership transforms routine grocery shopping into a community support initiative. The Coulters, whose own daughter received care at Mott as a 'Little Victor,' were inspired to create this program to give West Michigan families a way to support both local agriculture and children's healthcare.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Cherry Republic: Michigan-based branded cherry-products company with retail, gift, and DTC channels. Comparable West Michigan origin, branded specialty-food positioning, and farm-story narrative.
• Crunch Pak: Value-added sliced apple brand selling through U.S. grocery retail. Closely comparable branded fresh-apple retail SKUs, including co-branded mission-driven product lines.
• Stemilt Growers: Vertically integrated Washington-based apple, pear, and cherry grower-packer-marketer that sells branded fruit direct to U.S. retail grocery. Closely matches American Farmers' combination of own-production + sales agency model for tree-fruit in retail.
• Domex Superfresh Growers: Pacific Northwest apple, pear, cherry, and kiwi grower-marketer with branded retail programs. Comparable vertically-integrated orchard-to-retail model with branded positioning.
• Rainier Fruit Company: Washington-based grower-packer-marketer of branded apples, pears, and cherries sold through U.S. grocery retail. Directly comparable sales-agency-plus-production structure serving similar produce retail customers.
• FirstFruits Marketing: Sales and marketing company representing Washington apple, pear, and cherry growers to retail and foodservice. Directly comparable grower-representation sales agency with branded retail programs.

Broad incumbents

• Driscoll's: Largest U.S. berry marketer using a sales-agency-plus-grower-network model for strawberries, blueberries, raspberries, and blackberries sold through grocery retail. Comparable sales-agency architecture across fresh produce categories.
• Fresh Del Monte Produce: Large-scale global producer and distributor of fresh produce including apples and other fruit sold to grocery retailers. Comparable U.S. grocery-retail distribution channel and multi-category produce portfolio, though at vastly greater scale.
• Sun-Maid Growers of California: Iconic branded fruit (raisins) grower cooperative with national retail presence and farmer-member narrative. Comparable grower-cooperative sales structure, trademarked retail brand, and farm-family storytelling.

Regional players

• Pioneer Growers: Michigan asparagus grower-marketer representing the state's asparagus producers with direct retail distribution. Directly comparable Michigan asparagus sales-agency model and customer base to American Asparagus.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/american.farmers.aaa
• Instagraminstagram.com/american_farmers_aaa
• TikToktiktok.com/@americanfarmers.aaa
• Xx.com/farmermarketapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about American Farmers