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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.