Meet Our Staff


The Virginia Foundation for Agriculture, Innovation and Rural Sustainability (VA FAIRS) is Cooperative Development Center and a 501(c)(3) organized in Virginia.  VA FAIRS offers technical assistance to producers and producer groups starting or transitioning into value added agriculture.

Our Staff

Jim Matson, Matson Consulting

Jim Matson is part of the center's part time technical staff. Mr. Matson has a passion for helping rural businesses, whether they are looking to start a new business or wanting to expand their current operation. He is a business advisor with expertise in many areas involved with marketing and business organization. Mr. Matson has more than 25 years marketing, developing, researching, writing, and teaching experience in management for private, government, and non-profit organizations. He is currently the owner and lead consultant for Matson Consulting where he uses his years of national and international experience to bring his passion to life.  In 2001, Mr. Matson created Matson Consulting to specialize in helping rural businesses in a variety of industries. The firm’s major project areas include feasibility studies, business plans, strategic plans, marketing strategies, grants, and proposals. Mr. Matson has obtained over 25 years of professional experience, half of which involved running his own consulting firm. Previous positions include working in and out of the United States with various organizations around the world including Uruguay, Peru, Argentina, Spain, and Japan.


As part of his international professional experience, Mr. Matson worked as an Agribusiness Specialist in Bolivia. While in this position, Mr. Matson gained experience in agricultural marketing, trade promotion, grant management, strategic planning, and association strengthening. This position allowed him to gain valuable insight into the document creation process and experience working with grants and the application process.


Within the United States, Mr. Matson was a part of the USDA Rural Business Cooperative Service in Washington D.C. where he worked as an Agricultural Marketing Specialist. Most of Mr. Matson’s expertise and knowledge of feasibility studies stems from his position with the USDA where he conducted and reviewed feasibility studies, marketing strategies, and business plans of producer-owned businesses. This has allowed him to gain valuable insight into the components of these documents and the best uses for businesses.


Christopher Cook executive director VA FAIRS

Whitney Perkins is the newest member of the VA FAIRS team. She was born and raised as the 6th generation on her family’s farming operation in Louisa, Virginia. The rural roots of her childhood were strengthened in 2009 when she was appointed to be a Virginia State FFA officer and continued to develop in her undergraduate work at Virginia Tech where she dual majored in Agriculture Sciences and Psychology, graduating with honors in 2014.


Upon graduation, Perkins taught high school agriculture in Hanover County. In 2015, she began working with the nonprofit, Virginia Foundation for Agriculture in the Classroom (AITC). Her work with that Foundation included program development, donor management, board engagement, fundraising, and event planning. Hired in September 2018, she now works closely on business development for the Center.


Additionally, Perkins completed several internships with Virginia Cooperative Extension, served as the 2013 Virginia Farm Bureau ambassador and is pursuing her Masters of Public Administration degree with a focus on Public and Nonprofit Financial Management. She remains active in her local community, serving roles in the Louisa FFA Alumni Chapter, Louisa Farm Bureau Young Farmers Program, and Louisa County Agriculture Fair Board.


VA FAIRS Project Manager

Molly Harris, VA FAIRS Project Manager, operates the Lulus Local Food program, connecting local food producers with customers online. She brings more than a decade of experience in local foods to the Center.  In the fall of 2008, Harris recognized the need for farmers in Virginia to have a venue that would allow them to sell their products throughout the winter season and worked with a group of farmers making weekly deliveries to a local restaurant.

Harris helped develop Lulus Local Food, a direct marketing program to assist farmers in increasing sales of local foods. Taking this program online allowed her to open the program up to hundreds of families purchasing from over 75 farms each week. Today, the program serves as an innovative solution to meet the farmer’s mandate for increased sales. Molly provides farmer workshops and training to producers.


Harris is involved in many aspects of the local food movement in Virginia, including serving on the executive committees for the Virginia Food System Council. She formerly served on the executive committee for the Virginia Farmers Direct Marketing Association; she was a founding member of the Virginia Farm to School Working Group, a participant in the Richmond City Mayor’s Food Council and was a leader of the Richmond Area Buy Fresh Buy Local Chapter. She is a graduate of Virginia Commonwealth University.


Tony Banks Virignia Farm Bureau

Tony Banks has served for more than 20 years in his current position. He specializes in producer trainings, surveys, and workshops. In the past three years he has facilitated strategic discussion of new market opportunities for producers in Southside VA; assisted cooperatives with feasibility studies and the creation of business plans; mentored small businesses during their formation by assisting them in the solution of by-law creation issues and finance acquisition; facilitated strategic planning for businesses, associations and industry sectors, and helped organize three cooperatives. He also has expertise in dealing with agricultural value-added development projects, emerging markets and direct marketing. He has extended management experience serving in a variety of leadership roles for private business, associations, non-profit corporations and local government.


Previously, Mr. Banks managed several environmental programs and grants for the VA Department of Conservation and Recreation, and worked for a wholesale/retail fertilizer and farm supply firm. Mr. Banks earned a B.S. in Agronomy and Agricultural Economics from Virginia Tech.

David Priddy Virginia Farm Bureau

David Priddy, CPA, CGMA is treasurer of the Virginia Farm Bureau Federation, the Virginia Farm Bureau Mutual Insurance Co. and all affiliated and associated companies. In addition, he is senior vice president of accounting and business services.


Mr. Priddy previously served as Farm Bureau’s assistant treasurer. He has more than 30 years of experience in the fields of domestic and international accounting as both a public accountant and in private industry.


He holds a bachelor’s degree in accounting from Virginia Commonwealth University and is a member of the American Institute of Certified Public Accountants and the Virginia Society of CPAs.