Everything He Wants to Do is Illegal
(Page 7 of 8)
Oct. 1, 2008
Megan Phelps Interview with Joel Salatin
Describe some of the ways you sell your products. You’ve made it a general principle not to ship anything, but there are several ways you sell products locally.
We have three marketing venues: farmgate, restaurant/retail and metropolitan buying clubs. For the farmgate sales, we send out a newsletter once a year, in the spring, and patrons order for the season from that schedule. We used to sell everything that way, but with frenzied schedules and gas prices, resistance to driving out to the farm started becoming an issue. We live way out in the boonies on a dirt road where the only time you have to lock your car is in August to keep the neighbors from putting runaway zucchini squash in it. This still accounts for 30 percent of our sales. We have public hours, 9 to 4 every Saturday, and that allows us to serve the non-ordering people without sales interruptions throughout the week. Our simple sales building contains scales, freezers and counters to handle these customers.
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Restaurant/retail we lump together because we deliver to them on Thursdays and Fridays every week and they pay about the same prices — a bit of a volume discount. A delivery fee per pound and scaled to volume pays for a vehicle and driver. Several nearby cheese, produce, mushroom and honey growers add their wares to our delivery bus and that helps the distribution economies of scale. We service about 25 upscale restaurants and about 10 retail venues, primarily specialty foodie-type businesses. My daughter-in-law, Sheri, calls these patrons on Tuesday for that week’s orders. Several restaurants in Washington, D.C., use an independent courier to come to the farm and deliver their orders. Among these restaurants is one fast-food establishment: the Charlottesville branch of the national Chipotle chain. This has been a huge undertaking for both of us, but heralds a new awareness of local and ecologically sound food. These venues account for 30 percent of our sales.
The metropolitan buying clubs grew serendipitously out of quarterly farmgate sales from three Maryland patrons who asked us to deliver to their area for all their friends who would not make the trek to the farm. This has grown to 20 drop points and we deliver to them eight times per year. The same delivery driver and infrastructure that services the restaurants services these patrons. They order via electronic shopping cart (www.polyfaceyum.com). Each drop point must average an annual sales quota and patrons are rewarded with free product for bringing in new customers. This venue provides neighborhood service, low overhead and complete inventory shopping options. We don’t deal with farmers market commissions, rules, product speculation or politics. It’s the ultimate marketing below the radar and keeps us out of the supermarket, with its slotting fees, red tape and tardy invoice payments. This venue now accounts for 40 percent of our annual sales.
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