A new farmer’s market has opened this week at Sullivan Farm in New Milford.

The Western Connecticut Farmer’s Market will feature organically grown produce, Paul’s Custom Pet Foods, Averill’s cider donuts and other products grown and produced in western Connecticut.

The market will be open Wednesdays from 4 to 7 p.m. at the southern end of the Park Lane Road (Route 202) farm property.

Parking will be available at the lot at 120 Park Lane Road medical buildings along the farm field.

The market is managed by Graham Baldwin and Riva Martin, farmers who lease Sullivan Farm from the town under their business name Martin & Baldwin LLC.

The couple is also offering wholesale produce under the Connecticut Grown label.

Chefs, restaurants and individuals can order both conventionally and organically grown produce for wholesale prices and pick them up Wednesdays at 3:30 p.m. at Sullivan Farm or Martin will deliver in the business’ refrigerated box truck.

“We’re going to be a link between area farmers and chefs and other wholesale buyers,” Martin said. “Farmers are too busy producing crops to gauge the market and find customers. We’ll do that for them.”

Susan Averill, of Averill Farm in Washington, said she likes the wholesale aspect of the new business.

“One of the hardest things for farmers to do is get out and deliver wholesale,” Averill said. “If you have a lot of extra crop in a given year, it’s good to have someone calling the restaurants and markets and delivering for you.”

Averill said her farm will offer homemade jams and cider doughnuts at the Wednesday market to start, and apples during their season.

Participating farmers will send a wholesale list of available produce Sundays and Martin will consolidate the lists and send them to wholesale customers.

Customers’ lists of produce and products to be purchased must be received by Mondays.

The produce and product requested will then be forwarded to the corresponding farmers that day, with delivery to Sullivan Farm by the farmers early Wednesday afternoons.

Wholesale by pre-order hours at Sullivan Farm will be Wednesdays from 3 to 4 p.m.

“Farmers will have the option to just sell wholesale and/or be farmers market vendors,” Martin said. “Many farmers find it difficult and expensive to sell at farmers markets. We’re taking the worry out of sales for them.”

For more information about placing wholesale orders or selling, email westernctfarmersmarket@gmail.com or call 203-893-1782.

The Facebook page is Western Connecticut Farmers Market.

stuz@newstimes.com; 203-731-3352