Broccoli and Industrial Farming

NYTimes Magazine has an article on broccoli,partly discussing efforts to make eating broccoli attractive, partly discussing a farmer in upstate New York:

The farm that he runs with his three brothers and one of their sons is an example of the kind of nonindustrial farm that’s necessary in a revamped vision of American food production and consumption. Last year, Reeves turned out 420,000 pounds of tomatoes, 65,000 pounds of strawberries and 2.4 million ears of sweet corn. And while they have a nice little farm stand just outside the small town of Baldwinsville, with a quaint patch of pick-your-own organic blueberries behind the sales shed, they mostly sell their crops to big grocers, including Tops, Price Chopper, Wegmans and, biggest of all, Walmart.  [emphasis added]

As I wrote in a comment on the article, the food movement tends to label farming operations they don't like as "industrial farming" and "corporate agriculture".  It's not clear to me whether the three brothers are a partnership or corporation but here's the website