4 eric michielssen; restaurant workshop use this

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.

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