perfect produce??
10 years ago
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Am I just a really bad marketer?
Comments (26)Let's get away from squash for a minute and back on focus. I started my farm, and have run it for 20 years, and am starting another one now, to sell to restaurants. Only. What does that mean? 1) Know your market. I sell to high-end restaurants. There are 17 Mobil 5-star restaurants in the entire country. 3 of them have served my vegetables. They buy their lamb from 3 farms, lobster from 2 vendors, cheese from farms whose names they know and who have been written about in the New York Times. If you don't read Food Arts or Saveur, you aren't competing in that market, but any good chef in even the smallest city is reading those magazines, and so by definition that is who you are competing with. Delicata squash was 10 years ago. 2) Good restaurants don't care about price. It all goes on the menu. If a person is spending $150 for dinner, per person, it really doesn't make that much difference if your baby green beans are 50 cents a pound more than Farmer Browns', what makes a difference is that they are tastier, smaller, better color, fresher, crisper. Chefs may not know what it takes to grow great produce (many do), but most know what great produce is. In the main, it is the growers who don't understand what makes restaurant-quality produce, and that is why they don't make those sales. Chefs and farmers work on opposite ends of the clock. Good farmers are typically getting up when good chefs are going to bed. When either of them judges the other based on that timetable, both suffer. No chef worth the title is done before the last diner leaves - typically, the most sophisticated diners - those who know what good produce is - come in for dinner after 8:30 pm and leave after midnight - and spend $130 per person or more for that privilege. A good chef will not only be there to say "thank you" and "good night" to them, but will have shucked their heirloom peas and explained the importance of serving Gilfeather turnips. A grower who wants to market to restaurants has to understand this. 4) there are restaurants and there are restaurants. If all you do is grow one thing, you sell wholesale to a chain. If you grow lots of things, you sell, ideally, a few excellent things to a very few excellent restaurants. Otherwise, you spend 3 days a week driving around to many places trying to sell the same damn thing everyone else is trying to sell. If all of your produce is generated by hyperbole from seed catalogs, you're already a year behind - if you are reading food blogs and European gastronomical journals, you might get a jump on the competition. If you are talking to Melissa Kelly or Dan Brown, you might be actually setting trends for the growers who will be reading about you next year - which could be three years too late. This is the age of the internet, and the market for edible flowers in Iowa is only a precursor to the purple Rosemary blossom foam that is selling on Telegraph hill. If you're reading the seed catalogs to decide what to sell, your market is the people who watch the food network, not the chefs who are on it. 6) The restaurants that you want to sell to are the ones that are busy. This economy has meant a major shake-down for the restaurant industry - there are three sectors that are doing well - chains - grow a lot of the same thing. it must be good, consistent, and constant. it doesn't have to be great. the money won't be either good restaurants - grow excellent produce, be reliable and communicate constantly, expect excellence from yourself to not always be affordable, but have a steady income 3 excellent restaurants - arrive at 2:17 with 7.4 kilos of blanched European celery and 13.2 kilos of haricot verts, with stems attached. If you have sea-kale early in the season, or local green-house ripened raspberries in February, after cognac with the chef go directly to the bank to make your deposit... once every 5 weeks. 5) No chef wants to taste your tomatoes at 11 AM. But if you have blue radishes at midnight you might have a good conversation. Don't expect to get an exclusive arrangement if you don't have a good understanding of what they want - don't try to sell arugula when they want agretti, or Charentaise carrots when Nantes are in favor. Selling to restaurants means volume - the 10 pounds of garlic per week you read about earlier - or quality - the best tasting, hardest to find, most beautiful produce they can get. There is really no point in growing onions or carrots or potatoes or corn for restaurants unless you grow hundreds of acres or a half acre of endangered varieties - some huge conglomerate in Iowa (or Argentina or China) can do the bulk stuff cheaper and maybe even better. If you want to sell to restaurants, you have to make a choice about what you want to grow, and how, and you have to have the market to support it. I can sell my produce in Maine in July and August, but I can sell it in Philadelphia year-round, because the winter market in Philly can afford what I grow, and will gladly pay for it, but the Maine market will not - can not. every restaurant market has these same limitations. 6) Most farmers - hell, most people - don't have the budget to afford to pay me what I expect for my produce. But most restaurants have 36% of their clientele coming in for a special occasion, so on any given night it is possible that I can sell my peas (or potatoes or parsnips or persimmons) to someone who will have the chance to taste such perfect produce professionally prepared and proudly presented more than once or twice year - at best - so it better be memorable. That is why they come back, to spend $130 per person for dinner. That is the kind of produce you need to be marketing. Nobody who knows good food is going to drive a half hour to some annoying "dining room" to have a snooty hostess and a dismissive waiter sell them week-old iceberg from California, if they can drive ten minutes more for winter spinach from some teenage server who really believes in biodynamics. You have to be the guy who grows the spinach, and it has to be delicious, and fresh, and clean. That's how you sell to restaurants....See Morepoor quality produce?
Comments (16)Hauling in the back of a Subaru, reminds me of hauling in the back of a 80 Honda Civid, oh the memories.... Hubby suggests getting online and find the ID56 from Purdue, it has alot of knowledge packed into a less than $50 book. No there not alot of organic knowledge, but it does tell about which veggie needs what. You can order the book from Purdue, it is well worth it. I don't know what you might have available, compost/manure wise, but I would definitely check it out. Maybe run a free ad asking for it. You might need to pay for delivery, but you would need to haul it yourself otherwise. Garbage bags, if need be. We just bought an old dump truck to haul ours, it needs lots of work, but hopefully by spring we'll have it running. I have found that it will take about a year before you see a big difference in your produce from time of application. Remember, this year was especially bad for produce, for everyone that I know. Hopefully next year will be better. Good luck....See MoreMy reveal - Two-tone, modest budget
Comments (39)parts-I did not use a light rail. With the tape they go up pretty flush so you don't need to. Plus, my KD had contractor mount them on the front rail so that they are even less likely to be noticed and they tend to light the mid-back of the counter better - which seems to work nicely bc overhead lights get the front part of the counter. I've attached a picture so I think you can see what I mean. However, I will say this...when I'm in the DR, I can see the undersides of the cabs a little. It drives me a little batty. So I'm thinking about getting the paint matched and slapping a couple coats on the underside so the cream view doesn't get broken up. (I don't know if that will help and I plan to ask KD before I do it, maybe it's a terrible idea?!) So I don't know if a light rail would have helped to cover that issue? Yes, they are full overlay. However, this is probably one of the places where a cab line a step or two up would have been better. There is def a small gap between cabs. Completely within reason for the specs given, but bigger than I have seen in other more expensive lines. Doesn't bother me enough to have spent more for less gap, though! :)...See MoreHTs are producing such pretty blooms right now
Comments (16)I agree Big Purple is not always purple. In fact it is only purple in cool weather. When it's warm it's magenta and when its hot its pink/red. I like all the colour variations though. Ebb Tide does the same thing with me. Pink in summer and Purple in Winter. Diane, yes my Big Purple is on fort. It is not as vigorous as some other roses on fort such as Sonia Rykiel, Granada, PAOK, PJP II, Memorial Day or Firefighter. It repeats reasonably well though, just not huge flushes like those you see on the above mentioned varieties because the plant seems to take time to build up its size. It could also be that my Big Purple is planted near a tree and root competition and dry soil may be contributing factors. This is Big Purple in cold weather - a true purple....See More- 10 years agolast modified: 10 years ago
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