Have you ever thought about marketing your farm’s local food to restaurants but just don’t know where to start? We have put together a few tips for you to make the sales pitch as seamless and successful as possible.
If your farm’s production is dependable enough to have consistent quantity and quality, restaurants can be a desirable customer for those who want to sell larger amounts of produce and need to receive above-wholesale pricing. There is no doubt that COVID-19 took a toll on Kentucky’s restaurant industry, but there are still chefs and restaurants that support local through thick and thin.
BEFORE YOU GO
Develop a price list. Make sure that your prices meet your needs.
Determine an order minimum or delivery fee.
Prepare an invoicing system that works for you.
Review the Buy Local Kentucky Proud Program where restaurants, caterers, schools, and other food service participants can be rewarded with up to 15% reimbursement when they buy locally sourced Kentucky Proud ingredients.
Identify locally-owned restaurants that may be more flexible than chains. Start here.
Research restaurant menus to see what products your farm might be able to supply.
Is the restaurant looking for a crop that you can’t provide enough of or at all? Suggest crops that you are good at growing as a replacement. For example, say “Unfortunately, our farm can’t produce that quantity of potatoes you need at that price, but we do have an abundance of carrots and turnips at $2.50 per pound that you could add to your roasted potato menu item.”
GETTING IN THE DOOR
Call or email ahead of time to see what time of day and day of week is good to stop by. After the lunch rush and before the dinner rush on Mondays, Tuesdays, and Wednesdays are generally recommended times.
Bring a few samples or photos of product.
Introduce yourself and give a short background about your farm and growing practices.
Ask what products they are interested in buying locally.
Introduce the Buy Local Program.
Ask about using products in limited-time offer, such as a weekly special.
KEEPING THE DOOR OPEN
Don’t insist on a purchasing decision immediately. Leave them with a product price list and contact information.
Follow up in a week with a call or email. If the restaurant is interested in purchasing, work out the important details, such as:
a. How much product will the restaurant buy per week?
b. When and how (call, text, email, other) will the restaurant place orders for the week and expect delivery?
c. How and when will invoices be paid?
Keep open and clear communication on product availability and pricing.
If the restaurant sales partnership is going well, think about how to partner in marketing. For example, at farmers market or on your farm website, you could advertise “Find ABC Farm produce at XYZ Restaurant!” Or, you might ask to get the farm name on a menu or chalkboard.
If you would like assistance determining if restaurant sales are a good fit for your farm, KCARD can help provide feedback. Contact us at kcard@kcard.info or 859-550-3972 today.
The Kentucky Local Food System Expansion Initiative is supported by the USDA Local Food Promotion Program.