4 eric michielssen; restaurant workshop use thisPresentation 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
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.