Thursday, July 30, 2015

Communication is the key


No business is an island.


One of the main goals of the Market Ready Program is to teach producers how to operate in a business environment. A key component of that which must be accepted and mastered is communication. This skill is critical to the success of the producer, and is an absolute requirement on the part of the buyer. In this post we are going to talk about some of the key points of communication between producer and buyer, as well as some ways to make mastering this skill easier.

Business relationships, just like all relationships, are based on trust. In an environment, such as the food industry that hinges on deadlines, quotas, and dependability, the producer (you) is judged on their ability to meet the needs of the buyer on a consistent basis. The best way to pass that test and instill a sense of trust from the buyer in you as the producer is building an open line of communication.  

OK, so we have said that word a lot so far, communication; but, what does it actually mean. Communication in a business sense is not simply what you physically say to a buyer (although that is part of it). In much more broad terms it can include emails, phone calls, a producer’s reach-ability and even your timing. All of these aspects send signals to buyers, and tell them different things about you, the producer. Trust is either built up, or degraded, depending on how the producer is viewed. Buyers then make decisions based on that information, and the level of trust they feel you deserve, which can determine either the success or failure of the producers business.


So how do you build trust by effectively communicating with your buyers? In the Market Ready Training Manual there are lots of quotes from business owners who volunteered their time to help give insight into business communication methods. Here are some of them:  “Call me…!”, “Keep me posted as to what’s happening. I need two weeks’ notice of any changes.” “Communicate 2 -3 times per week during produce season.” “I need four days’ notice to re-supply elsewhere if farmers won’t have the product.” As you can see they have laid out their needs very clearly.

The one common thread in almost all of those quotes is advanced notice. This is part of the producers’ responsibility to the buyer. You have to let them know what you will have, and when you will have it. Equally important is letting the buyer know when you don’t/won’t have something, and doing it with as much advance notice as is possible. If you can do that for a buyer, you will build trust.

Your method of communicating this information is equally important. In choosing a method for a particular buyer, it is vital to remember that not all buyers will be the same. The best way to know which method of communication is best for a buyer is simply to ask them. They will be more than happy to let you know the best way to communicate with them. This will also show them that, as a producer, you can be sensitive to their needs, thus building trust.

Some of the possible methods buyers will present the producer with are:
  • Phone calls        
  • Online Storefronts
  • Email 
  • In person visits
  • Mailings.



These are all valid forms of communication, even though some will be more utilized than others. Phone calls and emails are the top methods most buyers prefer; but, be careful to use them at the proper times. It will not go over well if, as a producer, you are trying to call a chef during the busiest time of the day for the restaurant. Luckily buyers will let you know when the best time to reach them is as well. 

Whichever way you and the buyer work out to communicate: Be Consistent! Remember that your ultimate goal is to build trust.

An aspect of communication that is often overlooked by producers is the ability to be reached by the buyer. Chefs, grocers, value – added processors, and all other types of buyers expect to be able to reach producers for their product needs. It does neither party much good if only one side is able to communicate with the other. A clear, two way line of communication only enhances the farmer – chef relationship, which is critical to developing the restaurant market, as well as possibly affecting positive change to a farm’s products. Not to mention the amount of trust that will be built between producer and buyer if both parties feel their needs are consistently being heard and met during the entirety of the business process.

  • Do a self-check on the aspects we have discussed here. 
  • Have you spoken with your potential buyer about the best way/time to contact them?
  •  Do you have access to email, websites, social networking sites, and other communication channels to discuss product orders and quality?
  •  Are you making the effort to connect personally with your customers to improve the conversation and the business relationship?
  •  Are you consistent and effective as a business communicator?



If you can master the skill of communication and utilize it effectively in your business you will be well on your way to successfully navigating the business community.




Here are some web resources you can use to get you started:


There are many, many more resources online, as well as in print. I wish you the best of luck on your journey to effective business communications!

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Thank you for joining us as we endeavor to extend knowledge and change lives! See you next time.


Tuesday, July 28, 2015

Micro-processing Food in Your Home


Entrepreneur – A person who organizes and operates a business venture and assumes much of the associated risk.

As a farmer, or someone who has chosen to produce products for the food industry, it is safe to say that we are all entrepreneurs at heart. We have chosen to take a path through life that fewer and fewer people choose each year. It isn’t easy, but it can be one of the most rewarding life decisions a person can ever make. You know that to be true, because each and every day you feel a sense of accomplishment that comes along with creating something with your own two hands.

However, accomplishment does come with risk. Risk is something we are all very familiar with. As a food producer we must confront and mitigate risk in every area of our operation. That can be nerve racking, and sometimes it can create doubt.

One of the best ways to battle against the negative effects of risk is to diversify. Enter in the home-based processing and micro-processing strategy.

“House Bill 391 and Farmers Market Legislation allow Kentucky farmers who grow and harvest produce to use their home kitchens to process value-added products, which may then be sold at registered farmers markets, certified roadside stands, or the processor’s farm.” (FCS Extension Initiatives, 2015)


The ability to take what you are already producing, and create a value-added product with it, that you can then sell, all in your home kitchen can be a very powerful tool. This can add the needed diversity to your food production operation that will help you reduce the risk you face by focusing only on growing.

Are people actually doing this?

Debbie Clouthier is an Extension Associate here at the University of Kentucky. She works in the Family and Consumer Sciences Department. Debbie has done some amazing work in the Home-based Microprocessors (HBM) program. She has seen over 1200 people attend an HBM workshop since the program started in 2003, with nearly half of them attending in the past 3 years. She reports that there are 134 home-based microprocessors currently certified to sell 785 value-added products including pickles, salsa and canned vegetables. In addition, there are 737 home-based Processors registered with the food Safety Branch to sell lower-risk products like jams, jellies, and syrups.

Ok, so a lot of people have signed up. But, you may be asking yourself:  “can becoming certified help me make money?”

Let’s take a look at an Ohio County resident Paula Lucas and her success with becoming a certified home-based microprocessor.

“Becoming a home-based processor enabled me to sell my baked items, and the microprocessor workshop enabled me to can my vegetables and sell them at the farmers market,” she said. “My husband and I purchased the building in 2010 because my work was overtaking my home.”
If adding value to your production process interests you I encourage you to visit the FCS website and get started on the certification process. This is a fantastic opportunity for food producers to ramp up their business and lessen some of the risk associated with growing food.

 Registrations and certifications are available in two categories; Home-based processor and Home-based microprocessor.  In order to sell canned food items at your local farmer’s market, either a registration or certification is required.  In brief, below are the differences between the two categories. 

HOME BASED PROCESSOR
Home-based processors may produce and sell any of the following lower-risk products:
• Cut fruits and vegetables
• Prepackaged mixed greens
• Dried fruits, vegetables, nuts, and herbs
• Jams, jellies, preserves, fruit butters, maple syrup, and sorghum
• Breads, cakes, pies, and cookies that contain a fruit, vegetable, nut, or herb grown by the processor
No fee is associated with becoming a home-based processor. An application form must be filed with the Kentucky Cabinet for Health Services, Food Safety Branch.

HOME BASED MICROPROCESSOR
Once all requirements for certification are completed, home-based micro-processors are permitted to sell higher-risk, shelf-stable high acid or low acid foods, including:
• Pressure canned vegetables
• Pickled fruits and vegetables
• Tomatoes and tomato products
• Salsa
• Barbecue sauce
• Pepper or herb jellies
• Herbal vinegar
• Low- or no-sugar jams and jellies

For more information please visit the FCS website located here: 

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Thank you for joining us as we endeavor to extend knowledge and change lives! See you next time.

Thursday, July 23, 2015

Welcome back to the Market Ready blog!


It has been over a year since our last update and its time we jumped back into things. There are a lot of exciting topics we would like to cover this coming year in order to help guide producers and buyers toward more productive and meaningful relationships.

 Here is a look ahead at what you have to look forward to:
  • Meet the buyer – a featurette of a leader in local food purchasing. We will take a look at their local foods promotion programs, business functions they consider “keys to success” in working with local producers/vendors, as well as examining their perspective on the future of the local food to market outlook.
  • From Farmers Market to commercial sales:  stories, and techniques for success
  • Market Ready Everywhere! Stories showcasing the market ready program as it spreads from state to state.
  • Packaging featurette – how to information for using PRCs and other customized packaging
  • A conversation with Ashton Wright and Sarah Fritschner – Lexington/ Louisville Farm to Table Coordinators
  • Micro processing in home
  • KY’s Restaurant Rewards program:  how it can benefit you.
In addition to these topics we would like to make this blog a ready reference for producers on how to best transition into larger markets. With this in mind there will be plenty of information shared to help guide you along on your farm expansion journey. These topics will cover information regarding communication and relationship building, packaging, labeling, pricing, supply, delivery, storage, invoicing, insurance, and much, much more.

As you can see there is a lot to talk about!

Thank you for joining us as we endeavor to extend knowledge and change lives!

Remember to like us on Facebook 


and follow us on Twitter (@KyMarketReady)!

 See you next time.


Wednesday, March 19, 2014

What's Hot in Restaurants in 2014? The Same Suspects

Here's the latest (kind of) news from the National Restaurant Association.  What's Hot in 2014.  Hudson Riehle states in the article - "Today's consumers are more interested than ever in what they eat and where their food comes from."  "Local" is not going away.  It's been at the top of the What's Hot list since before we started the MarketReady training back in 2010.  It's worth looking hard at this as a structural shift in food preferences in the U.S. rather than a flaring fad. 

"Local" hits the top of a list of 258 potential food concepts.

Farm/estate branded products is also now in the top 10.  It's been rising steadily each year since I've been tracking this survey. 

We have so many great restuarant, catering, state park, and school options for our producers here in Kentucky.  I applaud the investments made by the KY Ag Development Fund and the KY Department of Ag supporting the Restaurant Rewards program.  This has a huge impact for our local food system development.  Have a skim over the participating restaurants and schools and dining services.  This list has grown to over 250 from the two dozen that started back in 2008.

Monday, October 28, 2013

Go Chef Doug!

One of our MarketReady alumni and also Food Systems Innovation Center heros launched some great products at the Incredible Food Show in Lexington.  Great to see Chef Doug finding his niche, ramping up his business, making new buyer connections, and putting all the "book work" into practice.

See Doug on this neat YouTube featurette:

http://www.youtube.com/watch?v=FRd6yS3Hfp8&feature=youtu.be

Monday, October 21, 2013

More on-line retailing growth buzz

We keep stressing this in our MarketReady training.  Local foods suppliers (fresh foods, processed products, anything with a local label on it) need to get caught up with the on-line buying trend.  I just loved this recent articel by Marshall Marcovitz in The Gourmet Retailer.  Check it out - quick and fun read - Going Digital is Marketing Magic.  Digital media is here to stay and is being consumed in huge doses.

I love seeing the growth in markets like Penn's Corner, Hoosier Harvest, and Fair Shares CCSA.  Many other great examples, not to endorse any one specifically, where farmers are selling through aggregation on-line sites like these.  And some pretty creative entrepreneurs are connected with each group.  These go way beyond the simple directory of "here's where you can find local food" application of the ecommerce world.  Lower search costs for shoppers can provide a huge boost in market interest.  Ask the autotrade.com folks.

These sites are not a full substitute for the experiential dimension of local foods (visiting the farm market or a u-pick orchard) valued by locavores, but they sure are a nice complement. 

Thursday, October 3, 2013

Insurance Basics & FAQs

The MarketReady team gets a lot of questions about insurance, so we decided to pull some information together for you! If you need to learn a bit more about insurance, or if you need to ensure your current coverage is adequate, check out our Insurance Basics & FAQs resource by clicking below.

Insurance Basics & FAQs
  • Click on Additional Resources at the bottom of the page
  • Find the document "Insurance Basics & FAQs"