Sell Your Specialty Food: Market, Distribute, and Profit from Your Kitchen Creation
Artisanal. Organic. Fair Trade. Natural. Handmade. Consumers are clamoring for quality and taste, and there is a growing trend toward organic foods and international food. \ With an annual growth rate of 11 percent, the opportunities to sell and market specialty gourmet foods are greater than ever. Almost 75 percent of the nation’s consumers now buy these upscale foods, compared to 64 percent just one year ago.\ In Sell Your Specialty Food, Stephen Hall outlines every food marketing...
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Artisanal. Organic. Fair Trade. Natural. Handmade. Consumers are clamoring for quality and taste, and there is a growing trend toward organic foods and international food. With an annual growth rate of 11 percent, the opportunities to sell and market specialty gourmet foods are greater than ever. Almost 75 percent of the nation’s consumers now buy these upscale foods, compared to 64 percent just one year ago. In Sell Your Specialty Food, Stephen Hall outlines every food marketing opportunity and then supports entrepreneurial action with detailed guidance. Whether you own a business or you are thinking about starting one, Hall will show you how to: Identify a winning product and its most appropriate markets.Get your product ready to market.Advertise, promote, and sell your product.Create your own success niche. Professionalize your business.Also included is updated information about the role of the Internet, health and organic food markets, the latest government regulations and technological advances, and contact information for dozens of valuable resources.Fully updated and revised, readers will learn about the latest trends in the field, including organics and the green market industry, and so much more to make their business a success.
Introduction ixHow Long Does It Take to Be Successful? xHow Much Will It Cost You? xHow to Use This Guide xiChapter 1 Do You Have What It Takes for Long-Term Success? 1The Importance of Formulating a Future: Vision 1The Importance of Understanding Your System 3Why Do You Need to Think about a Mission? 4Values and Beliefs 6Key Results Areas 7Your Strategic Framework 7Chapter 2 Understanding the Food Industry 11Defining the Territory 11Product Segments 14Identifying Your Primary Markets 19Market Segments 22Taking Advantage of Export Markets 25Going for the Big Win with Transition Products 26Understanding Specialty Food Store Concerns 27Chapter 3 Getting Ready to Market 31Define Your Focus 31Determining Start-Up Costs 31How Long Does It Take, and How Much Does It Cost? 36Researching the Market to Identify Consumer Demand 38Developing Your Product 40Positioning Your Product 42Meeting the Competition 47Producing Your Product 49Warehousing and Shipping Your Product 57Chapter 4 Product Packaging, Labeling, and Pricing 61Packaging Your Product 61Labeling Your Product 67Pricing Your Product 71Understanding Payment Terms 79Credit 80Chapter 5 The Role of the Internet 83The Role of the Internet 83A Website 84How Much Should a Website Cost? 84Goals for Your Website 85Website Design 85Internet Marketing 86Promote Your Site 88What Should I Do with My Website? 89The Internet and Cybershopping 91Blogging for Gourment and Specialty Food Companies 92Marketing Specialty Foods over the Internet 96Chapter 6 Taking Your Product to Market 99Six Principles forMarketing Success 100Preparing Sales Literature 100Selecting Point-of-Purchase Materials 102Promoting Your Product 104Publicizing Your Product 111Advertising Your Product 114Finding Buyers 118Establishing Distribution Channels 119Arranging the Deals 128Appointing Brokers 134Locating Distributors 137Making the Sale 139Exporting: Sales to Nontraditional Markets 143Chapter 7 Running Your Business 145Organizing Your Business 145Partnerships: What Are They All About? 146Processing Orders and Office Management 148Risk Management 156Tax Considerations 159Customer Service Management (CSM) 159Creating Your Own Success Niche 161How to Know If You Are Successful 161Cultivating Effective Habits 166Appendix A Trade Journals 169Appendix B Trade Associations 173Appendix C Trade Shows and Services 189Appendix D Product and Process Development/Copackers 193Appendix E Broker Information 203Appendix F Catalog Sheet Preparation 221Appendix G Packaging Design 223Appendix H Packaging and Labeling Materials 225Appendix I Internet Resources 229Appendix J Federal Government Sources 233Appendix K State Resources, Associations, and Agencies 249Appendix L Specialty Food Trends Resource List 255Appendix M Export Assistance 259Appendix N Miscellaneous Resources 265Appendix O Specialty Food Market Profile: State of the Industry Report-Prime Time for Fancy Foods 273Appendix P The New Entrepreneurial Spirit: Breaking Down the Barriers to Personal and Business Success! 287Acknowledgments 295Index 297About the Author 303
