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.