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January 20, 2004 Beach Plum Project 2003 Foodservice Industry Presentation Summary Bob Weybright Dr. Wen-fei Uva Dr. Rick Uva
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January 20, 2004 Objectives of Presentations Present concept to potentially high margin market(s) Present to cutting edge operations and individuals Determine level of interest in fruit Identify price potential & price points Determine preferred method of purchase Identify potential uses, both traditional and non- traditional Learn preferred fruit forms Determine potential demand, in total and per site
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January 20, 2004 Concept Presented To: 11 chef’s 3 bakers 8 executive chef’s 1 restaurant marketing firm 2 food industry advocate groups
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January 20, 2004 Characteristics of Chosen Venues Entrée range: $30-$50 per entrée Geographic range: NY city to mid-Hudson valley, Southern Connecticut Restaurant style: American, French, casual elegant, Asian, fine dining, new American
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January 20, 2004 Types of Uses Mentioned Bakery Clafoutis Pies Sauces Sorbet Appetizers Foie Gras Retail Jams Entrée Venison Chutney Compote Pickled Brandied Nouveau Dried/salted blossoms Unripe for sushi
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January 20, 2004 Fruit Formats Fresh Whole Pitted Dried Juiced Frozen Puree Whole Whole/pitted
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January 20, 2004 Purchase Preference Direct – preferred Grower contact Farmers market Specialty purveyor – second choice Sid Wainer Baldor “John the Greek” Fresh N Wild Broad line distributor – undesirable
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January 20, 2004 Concerns/challenges Supply Consistent quality Fresh Match harvest to menu planning cycle Adequate quantities Viable delivery system Bakery use Cost of fruit (relatively large quantities needed) Cost/feasibility of pitting
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January 20, 2004 Participant Commitments and Results - to Date Purchased product - $6.00 per pound for frozen/whole fruit Utilized in sustainable agriculture themed food seminars Designing “beach plum” theme dinner – late winter/early spring timing Scheduling presentation dish for gourmet magazine staff – to be scheduled in early 2004 Recipes and uses to be shared as developed
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January 20, 2004 Product Requirements Fresh Impeccable quality fruit Fresh fruit Clean fruit Consistent pack Minimize packaging (avoid clam-shells) Frozen Quick frozen and stored sub-zero Quality fruit Clean fruit Consistent pack Minimize packaging
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January 20, 2004 System Requirements Identify fruit availability Timing Volume Manage grower contacts Develop relationship Personally initially Telephone sub sequentially Develop order and delivery system
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January 20, 2004 Next Steps Pursue savory market initially Develop communication with chef’s Coordinate supply and availability Identify cost effective delivery method Trade show presentation
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