Sioux City Journal, IA
02/23/06
Marketing to foodservice and retail will be
meeting topic
A workshop for producers interested in learning how to market to foodservice and
retail distributors will be 10 a.m. until 3 p.m. March 9 at the Bluffs Area Family
Center at Sergeant Bluff.
The workshop, "Bridging the Gap n Selling to Foodservice and Retail," is
sponsored by Iowa State University Extension and the Leopold Center for
Sustainable Agriculture.
"Many producers have been selling directly to customers through farmers
markets and one-on-one sales," said Mary Holz-Clause, director of ISU
Extension's Value Added Agriculture Program. "As producers expand from
direct marketing to foodservice or retail markets, they need information on market
demand, channels of distribution, as well as the requirements and preferences of
the foodservice and retail customer. This workshop will focus on how producers
can bridge the gap from direct marketing to marketing to food service and retail."
"Selling to foodservice and retail markets offers farmers and farmer networks
new market opportunities," said Rich Pirog, marketing and food systems
program leader for the Leopold Center for Sustainable Agriculture.
"Consumer demand for food with a clear connection to the producer is outpacing
supply," Pirog continued. "Farmers who are looking for a way to diversify their
enterprises will find this workshop a valuable tool to learn more about how to get
started selling in this marketplace."
At the workshop, producers will hear from distributors and retailers how to get
their attention individually or collectively as a group to make sales. They will learn
what it takes to deliver their products and support sales through the distributor or
retail networks.
Those attending the workshop will learn "secrets of the trade" to consider when
sending a product sample, designing a food label and assessing legal
responsibilities. This unique workshop will discuss how these decisions will
impact the producer’s business and lifestyle.
The ISU Extension Value Added Agriculture Program is currently interviewing
food service and retailers to determine the secrets of successful supplier
relationships. Results from the survey and day-to-day experiences from the
distributors and retailers are the basis for the workshops.
"For producers to have the right answers, they need to know the right
questions," said Holz-Clause. "Our research project with these potential
customers will offer the producer the insight necessary to go do business." A list
of distributor contacts will be made available to producers as well.
The workshops feature major U.S. food distributors and retailers, producers
selling food through these market channels and exploration of opportunities,
drawbacks, regulations and methods of marketing.
Speakers at the workshop will include Connie Hardy, ISU Extension Value
Added Agriculture Program; Craig Watson, Sysco Corporate Offices; Jason
Ellis, ISU Hotel, Restaurant, Institutional Management Program; Jeff Jobe,
USDA Rural Development, and a representative of Hy-Vee Food Stores.
Pre-registration is preferred by calling the Value Added Agriculture Program
office at (515) 294-0588 or printing and completing an online registration form
available at www.agmrc.org/agmrc/calendar/valueaddedseriesbroch.pdf.
The cost of the workshop is $20 prior to March 3 or $25 at the door and includes
lunch, breaks and materials.