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4 eric michielssen; restaurant workshop  use this 4 eric michielssen; restaurant workshop use this Presentation Transcript

  • Eric Michielssen, Pozo Organic Farms
    February 19, 2011
    CCOF Annual Convention
    Ventura Beach Marriott
  • MARKETING
    AND SALES
    IDEAS
    SMALL STORES AND RESTAURANTS
  • WHY ?
    More TIME to Farm
    Reduce your Overhead
    Increase your Net Income
  • WHAT ?
    1. Know your farm Business before you approach a chef !
    2. What do or can you grow ?
    3. Seasonal crops ?
    4. Quantity ?
  • HOW ?
    Determine your market—small or large restaurants and stores
    Get Contact information—address, phone, email, website, chef or buyer
    Send Letter of Introduction—include product list and farm information
    Make appointments to Meet—not busy time
  • INTRO LETTER
  • Tell Your Farm Story
    Pozo Organic Farm is 100% Local, Organic, Sustainable. Our wells pump via Solar PV panels and the home is off the Grid—see panels on roof.
    We grow only for our local market—within 30 mile radius.
    We use only farm-made compost, cover crops, beneficial insects and other approved organic methods for fertility and pest management !
  • The Meeting
    Start from Chef’s needs !
    Check out the menu
    Talk about seasonal vegetables
    Does chef cook with seasonal stuff ?
    What’s important ?
    Build Relationships ……..
  • Meeting Continued . . .
    Packing and Quality Questions……
    Ask—Where Chef buys now?
    Show your current price list—how does it match up to Chef’s current prices?
    Ask---What can you grow for him/her? Talk price a bit……
    Ask for the order:
    “What would you like for your first order next week ?”
    “ I’ll have some great kale in 2 weeks, can we start then ?”
  • Ways to meet Chefs
    The Mission
    The Mission of Pallet to Palate is to broaden the awareness of the San Luis Obispo County community about the importance of fresh, local food to the lives and well being of the SLO county community. This includes the local farmers that grow the food, the families, institutions and chefs that purchase and prepare the food for their friends, families and customers.
  • Who's Who
    Farmers Pair-Up with Chefs
    Chef Robert Root, Cal Poly Executive Chef
    Windrose Farm: Bill & Barbara Spencer
    Chef MaegenLoring, The Neon Carrot
    Happy Acres Family Farm
    Chef Greg Holt, Big Sky Café
    Mt. Olive Organic Farm
    Chef Evan Treadwell, Lido Restaurant
    Mt. Olive Organic Farm
    Chef Jeff Jackson, The Range
    Pozo Organic Farm
  • Working with Chefs……..
    BE CONSISTENT
    Good Quality
    Availability---my biggest problem
    Price---organic doesn’t have to price you out of the market
    Communicate
    What day to contact?
    Best contact method: call, fax, email ?
    Best delivery day? Or, need several ?
  • Working with Chefs……..
    Invoicing…..
    Always provide an invoice with delivery
    Keep copy for CCOF records
    May send out Invoice Summary
    Payables
    What is your Policy ?
    Cash payment at delivery; Monthly Billing?
    Be sure to COLLECT—or, go in DEBT !
  • JUST GO FOR IT !!! SUMMARY
    LOOK FOR CHEFS/RESTAURANTS THAT SHARE YOUR PHILOSOPHY !
    LOCAL IS GOOD
    ORGANIC IS BEST
    COOK WITH WHAT’S IN SEASON
    “HEY, IT’S ORGANIC, I EXPECT A
    COUPLE OF BUG BITES ! GOOD TASTING, HEALTHY VEGGIES – THAT’S WHAT I COOK WITH “
    ---- My perfect Chef.