Eric Michielssen, Pozo Organic Farms

February 19, 2011CCOF Annual ConventionVentura Beach Marriott

SMALL STORES AND RESTAURANTS

MARKETINGAND SALESIDEAS

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 ?1. Determine your market—small

or large restaurants and stores2. Get Contact information—

address, phone, email, website, chef or buyer

3. Send Letter of Introduction—include product list and farm information

4. 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 MeetingStart from Chef’s needs !Check out the menuTalk 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

Chef Robert Root, Cal Poly Executive Chef

Farmers Pair-Up with Chefs

Windrose Farm: Bill & Barbara SpencerChef Maegen Loring, The Neon CarrotHappy Acres Family Farm

Chef Greg Holt, Big Sky CaféMt. Olive Organic Farm

Chef Evan Treadwell, Lido Restaurant

Pozo Organic Farm

Mt. Olive Organic Farm

Chef Jeff Jackson, The Range

Working with Chefs……..

BE CONSISTENT1. Good Quality2. Availability---my biggest problem3. Price---organic doesn’t have to price

you out of the market

Communicate1. What day to contact?2. Best contact method: call, fax, email ?3. Best delivery day? Or, need several ?

Working with Chefs……..

Invoicing…..1. Always provide an invoice with delivery2. Keep copy for CCOF records3. May send out Invoice Summary

Payables1. What is your Policy ?2. Cash payment at delivery; Monthly

Billing?3. Be sure to COLLECT—or, go in DEBT !

JUST GO FOR IT !!! SUMMARY

LOOK FOR CHEFS/RESTAURANTS THAT SHARE YOUR PHILOSOPHY !1. LOCAL IS GOOD2. ORGANIC IS BEST3. COOK WITH WHAT’S IN SEASON4. “HEY, IT’S ORGANIC, I EXPECT A COUPLE OF BUG BITES ! GOOD

TASTING, HEALTHY VEGGIES – THAT’S WHAT I COOK WITH “

---- My perfect Chef.