“Strong communities are built around local, real food. Food we trust to nourish our bodies, the farmer, and the planet.” -Kimbal Musk
Written by Betsy Wentz of Rotational Roots
“Local food just tastes better! Hands down!” responds Gwen Anderson, owner of The Local Plate food truck when asked why she buys local ingredients, “I like to cook really simply, I get out of the way of the food and let it speak for itself!” This is a motivator for many chefs and grocery stores that buy local foods. The flavor is far superior and it can make a big impact on the environment.
According to a study done at the University of Iowa, the average carrot travels 1,838 miles from field to table while the average local carrot travels only 27 miles. More restaurants buying local could have a big impact on our local footprint. Unique challenges come with buying local such as higher prices and inconsistent deliveries, but both the buyer and the seller can do things to make the process easier for the other party. Clear communication is the number one thing that can best help both sides.
Joe Tutewohl, the chef at The Ole Store a Scandinavian restaurant in Northfield, said that one challenge of purchasing local foods can be steeper prices on certain products. He points out that the trade-off in flavor is worth the extra investment. One critique from Joe was the fact that many local farmers and makers do not have a set delivery day which can make things more complicated for the chef who plans for the week. He normally plans his menus a week in advance and knowing what day a product will arrive makes it much easier.
Joe advises farms interested in a wholesale system to set a delivery day, email their available products out each week, and that “purchasing by the pound is ideal for chefs to be able to ‘cost-out’ menu items.” When asked why it is important to him to buy local he answered “I’ve lived in Minnesota my whole life and I’m proud to call it my home. Locally grown foods are usually fresher and of higher quality than commodity products. Buying local cuts out the middleman and directly supports other small businesses like us.”
Besides owning The Local Plate, Gwen Anderson also volunteers her time to help local farmers connect with restaurants. Her passion for local food is a huge advantage to farmers in her area. She warns “Farmers have to be really proactive. Selling to a local restaurant is all about relationship and it takes a big commitment to cultivate that one-on-one relationship.”
Gwen advises farmers and makers interested in vending to restaurants to “first be informed by eating at a place that interests you. See if what you’re offering is a good match. Expect it to take time to build a relationship and be prepared to lay the groundwork before getting sales.” Like Joe, she suggests that farmers should sell by weight when possible and to make sure to communicate clearly – “don’t assume you and the restaurant are on the same page, be very clear in your sizing and pricing.”
What about selling to grocery outlets? Jayne Bredlau and her husband Dean, owners of on-farm grocery story The Greensted in Zumbrota, began their business by selling microgreens at farmers’ markets and to grocery stores. In 2021 they opened a farm-grocery store and are committed to stocking their shelves with local products.
Jayne’s advice to those interested in selling to grocery stores “You have to be consistent and so does your product. A grocery store needs your product to show up on time and taste the same week after week.” She also says that it’s best if you think like a consumer, ask yourself who is pushing the cart. “Production is the most important thing, but the packaging is a close second. Your packaging is your billboard, it needs to catch eyes. There are lots of colorful packages on the shelves, you have to stand out!” Jayne and Dean have had great experiences working with local growers and makers but “you should do your research before entering the store. Take 5-10 minutes, read through their website, be able to tailor your sales pitch to who the store is and that will set you apart from others trying to sell a similar product.”
Jayne loves forming relationships with her local suppliers and supports them by having events, classes, and spotlights in their store. For the wholesaler, a successful relationship comes down to strong communication, a consistent and quality product, and understanding the needs of the buyer.
When asked How is it best to connect with you, what would ‘wow’ you but not impose on your day? All three interviewees agreed – it is best if someone emails them first to set an appointment. Phone calls and “just dropping by” can be interruptions to an already busy day; an email introduction is a great way to start. From there they also agreed that samples are wonderful! Bring a few of your best products to share with them. As food business owners and managers, they all appreciate really good food and a sample can definitely give that wow factor you are looking for!
What can we learn from these wise and passionate food industry leaders?
1. Investing time to form relationships between the producer and the buyer is very important.
2. Having clear communication keeps that relationship strong and helps to avoid any confusion.
3. It is all about consistency – having your product on time and as expected is crucial for food businesses to build trust.
4. Take the time to develop your business before jumping into wholesale so you can deliver on what you commit to.
This doesn’t mean there will never be a delivery day when the tomatoes didn’t ripen on time or the freezer went out in the middle of the night – but it means to do your best, every time, and having a relationship with the buyers can hopefully help you to overcome any challenges that do arise.
“Strong communities are built around local, real food. Food we trust to nourish our bodies, the farmer, and the planet.” -Kimbal Musk
Written by Betsy Wentz of Rotational Roots
“Local food just tastes better! Hands down!” responds Gwen Anderson, owner of The Local Plate food truck when asked why she buys local ingredients, “I like to cook really simply, I get out of the way of the food and let it speak for itself!” This is a motivator for many chefs and grocery stores that buy local foods. The flavor is far superior and it can make a big impact on the environment.
According to a study done at the University of Iowa, the average carrot travels 1,838 miles from field to table while the average local carrot travels only 27 miles. More restaurants buying local could have a big impact on our local footprint. Unique challenges come with buying local such as higher prices and inconsistent deliveries, but both the buyer and the seller can do things to make the process easier for the other party. Clear communication is the number one thing that can best help both sides.
Joe Tutewohl, the chef at The Ole Store a Scandinavian restaurant in Northfield, said that one challenge of purchasing local foods can be steeper prices on certain products. He points out that the trade-off in flavor is worth the extra investment. One critique from Joe was the fact that many local farmers and makers do not have a set delivery day which can make things more complicated for the chef who plans for the week. He normally plans his menus a week in advance and knowing what day a product will arrive makes it much easier.
Joe advises farms interested in a wholesale system to set a delivery day, email their available products out each week, and that “purchasing by the pound is ideal for chefs to be able to ‘cost-out’ menu items.” When asked why it is important to him to buy local he answered “I’ve lived in Minnesota my whole life and I’m proud to call it my home. Locally grown foods are usually fresher and of higher quality than commodity products. Buying local cuts out the middleman and directly supports other small businesses like us.”
Besides owning The Local Plate, Gwen Anderson also volunteers her time to help local farmers connect with restaurants. Her passion for local food is a huge advantage to farmers in her area. She warns “Farmers have to be really proactive. Selling to a local restaurant is all about relationship and it takes a big commitment to cultivate that one-on-one relationship.”
Gwen advises farmers and makers interested in vending to restaurants to “first be informed by eating at a place that interests you. See if what you’re offering is a good match. Expect it to take time to build a relationship and be prepared to lay the groundwork before getting sales.” Like Joe, she suggests that farmers should sell by weight when possible and to make sure to communicate clearly – “don’t assume you and the restaurant are on the same page, be very clear in your sizing and pricing.”
What about selling to grocery outlets? Jayne Bredlau and her husband Dean, owners of on-farm grocery story The Greensted in Zumbrota, began their business by selling microgreens at farmers’ markets and to grocery stores. In 2021 they opened a farm-grocery store and are committed to stocking their shelves with local products.
Jayne’s advice to those interested in selling to grocery stores “You have to be consistent and so does your product. A grocery store needs your product to show up on time and taste the same week after week.” She also says that it’s best if you think like a consumer, ask yourself who is pushing the cart. “Production is the most important thing, but the packaging is a close second. Your packaging is your billboard, it needs to catch eyes. There are lots of colorful packages on the shelves, you have to stand out!” Jayne and Dean have had great experiences working with local growers and makers but “you should do your research before entering the store. Take 5-10 minutes, read through their website, be able to tailor your sales pitch to who the store is and that will set you apart from others trying to sell a similar product.”
Jayne loves forming relationships with her local suppliers and supports them by having events, classes, and spotlights in their store. For the wholesaler, a successful relationship comes down to strong communication, a consistent and quality product, and understanding the needs of the buyer.
When asked How is it best to connect with you, what would ‘wow’ you but not impose on your day? All three interviewees agreed – it is best if someone emails them first to set an appointment. Phone calls and “just dropping by” can be interruptions to an already busy day; an email introduction is a great way to start. From there they also agreed that samples are wonderful! Bring a few of your best products to share with them. As food business owners and managers, they all appreciate really good food and a sample can definitely give that wow factor you are looking for!
What can we learn from these wise and passionate food industry leaders?
1. Investing time to form relationships between the producer and the buyer is very important.
2. Having clear communication keeps that relationship strong and helps to avoid any confusion.
3. It is all about consistency – having your product on time and as expected is crucial for food businesses to build trust.
4. Take the time to develop your business before jumping into wholesale so you can deliver on what you commit to.
This doesn’t mean there will never be a delivery day when the tomatoes didn’t ripen on time or the freezer went out in the middle of the night – but it means to do your best, every time, and having a relationship with the buyers can hopefully help you to overcome any challenges that do arise.
“Strong communities are built around local, real food. Food we trust to nourish our bodies, the farmer, and the planet.” -Kimbal Musk
Brenda Langton, chef owner of the beloved Minneapolis restaurants Cafe Brenda and Spoonriver, will forever be regarded as one of the key pioneers driving Minnesota’s rich farm-to-table dining scene. Throughout her thirty-year marathon as a restaurant owner, Brenda was a steadfast champion for family farmers and local foods. Guests at her restaurants both enjoyed and expected seasonal, farm-fresh cuisine, and countless chefs and restaurant owners looked to Brenda as a successful example for how to work directly with farmers and build menus around local ingredients. Though she retired from the restaurant industry in 2020, Brenda continues to advocate for family farmers and high quality food as the founder of the Mill City Farmers Market, with which she is very active.
Curious to glean some wisdom from a local expert, we asked Brenda if she would be willing to reflect on how she successfully navigated her relationships with farmers throughout the years. Here’s what she had to say:
Q: What were your expectations for the farmers you worked with?
Good communication is key to any relationship, and it was really important to me with my farmers. Texting can be easier for communicating than phone calls. Phone calls were tricky because we were always so busy. What really worked best was to get a list from the farmer (by email or text, whatever works) of what would be available the next week. Getting that list four to five days ahead of time worked really well for us, and farmers generally have an idea of what they’re going to have coming up. Then you can plan. It helps you figure out what you are going to need from other providers.
I also expected the food I bought to be clean and packaged in familiar packing sizes, like bunches, same size weights as vegetables are commonly sold.
Q: How did you navigate pricing? Did you negotiate with your farmers?
No, I don’t recommend negotiating prices with farmers. The farmer told me the price, and that was the price. But I expected #1 produce in return. If something was damaged – like from hail or something else – then there needed to be a price adjustment and we could figure that out. The only time we negotiated was when we were dealing with “seconds.”
I think having access to wholesale distributors price lists is very helpful, and it needs to change to be current for the time of the season.
As far as billing goes, I can’t emphasize this enough: Farmers need to leave a clear bill with their address, phone number, and an itemized list of what was received at the time of delivery. The terms of payment should be two weeks – no longer. Some people will want more time, but be careful. Choose your clients wisely. Some farmers let invoices go too long without being paid. That concerns me. You want to set yourself up for success. Say, “As a farmer, I need to be paid on time.” This piece isn’t talked about enough. Be very clear about payment. Also, I paid delivery fees on all of my butter, chickens, and produce. It doesn’t have to be big, but most people expect to pay a delivery fee, even if it’s $5.
Q: Any other thoughts or advice?
I really worry about distribution and small farmers doing unsustainable things like agreeing to deliver small amounts of products. The trip has to be worth your time. Also, I didn’t want to pay a delivery charge for a tiny amount of something. It is not sustainable. It has to be worth it to both people.
Another thing I found helpful was to sit down with my farmers once a year in the winter to talk about what worked, what didn’t, and what we should plant this year. That’s after you build a relationship with somebody. If I really liked something they grew and wanted more of it the next year, we could plan that out together. It helps to have seed catalogs out and look at them together.
Q: In a couple sentences, can you summarize why buying locally from farmers has always been important to you?
Buying directly from the farmer hopefully can help the farmer’s bottom line. Building relationships that are trusting and long-lasting I see as beneficial for both parties.
The quality and freshest foods from farmers are the healthiest food for our bodies and I felt for my business. Customers notice.
“Strong communities are built around local, real food. Food we trust to nourish our bodies, the farmer, and the planet.” -Kimbal Musk
Written by Betsy Wentz of Rotational Roots
“Local food just tastes better! Hands down!” responds Gwen Anderson, owner of The Local Plate food truck when asked why she buys local ingredients, “I like to cook really simply, I get out of the way of the food and let it speak for itself!” This is a motivator for many chefs and grocery stores that buy local foods. The flavor is far superior and it can make a big impact on the environment.
According to a study done at the University of Iowa, the average carrot travels 1,838 miles from field to table while the average local carrot travels only 27 miles. More restaurants buying local could have a big impact on our local footprint. Unique challenges come with buying local such as higher prices and inconsistent deliveries, but both the buyer and the seller can do things to make the process easier for the other party. Clear communication is the number one thing that can best help both sides.
Joe Tutewohl, the chef at The Ole Store a Scandinavian restaurant in Northfield, said that one challenge of purchasing local foods can be steeper prices on certain products. He points out that the trade-off in flavor is worth the extra investment. One critique from Joe was the fact that many local farmers and makers do not have a set delivery day which can make things more complicated for the chef who plans for the week. He normally plans his menus a week in advance and knowing what day a product will arrive makes it much easier.
Joe advises farms interested in a wholesale system to set a delivery day, email their available products out each week, and that “purchasing by the pound is ideal for chefs to be able to ‘cost-out’ menu items.” When asked why it is important to him to buy local he answered “I’ve lived in Minnesota my whole life and I’m proud to call it my home. Locally grown foods are usually fresher and of higher quality than commodity products. Buying local cuts out the middleman and directly supports other small businesses like us.”
Besides owning The Local Plate, Gwen Anderson also volunteers her time to help local farmers connect with restaurants. Her passion for local food is a huge advantage to farmers in her area. She warns “Farmers have to be really proactive. Selling to a local restaurant is all about relationship and it takes a big commitment to cultivate that one-on-one relationship.”
Gwen advises farmers and makers interested in vending to restaurants to “first be informed by eating at a place that interests you. See if what you’re offering is a good match. Expect it to take time to build a relationship and be prepared to lay the groundwork before getting sales.” Like Joe, she suggests that farmers should sell by weight when possible and to make sure to communicate clearly – “don’t assume you and the restaurant are on the same page, be very clear in your sizing and pricing.”
What about selling to grocery outlets? Jayne Bredlau and her husband Dean, owners of on-farm grocery story The Greensted in Zumbrota, began their business by selling microgreens at farmers’ markets and to grocery stores. In 2021 they opened a farm-grocery store and are committed to stocking their shelves with local products.
Jayne’s advice to those interested in selling to grocery stores “You have to be consistent and so does your product. A grocery store needs your product to show up on time and taste the same week after week.” She also says that it’s best if you think like a consumer, ask yourself who is pushing the cart. “Production is the most important thing, but the packaging is a close second. Your packaging is your billboard, it needs to catch eyes. There are lots of colorful packages on the shelves, you have to stand out!” Jayne and Dean have had great experiences working with local growers and makers but “you should do your research before entering the store. Take 5-10 minutes, read through their website, be able to tailor your sales pitch to who the store is and that will set you apart from others trying to sell a similar product.”
Jayne loves forming relationships with her local suppliers and supports them by having events, classes, and spotlights in their store. For the wholesaler, a successful relationship comes down to strong communication, a consistent and quality product, and understanding the needs of the buyer.
When asked How is it best to connect with you, what would ‘wow’ you but not impose on your day? All three interviewees agreed – it is best if someone emails them first to set an appointment. Phone calls and “just dropping by” can be interruptions to an already busy day; an email introduction is a great way to start. From there they also agreed that samples are wonderful! Bring a few of your best products to share with them. As food business owners and managers, they all appreciate really good food and a sample can definitely give that wow factor you are looking for!
What can we learn from these wise and passionate food industry leaders?
1. Investing time to form relationships between the producer and the buyer is very important.
2. Having clear communication keeps that relationship strong and helps to avoid any confusion.
3. It is all about consistency – having your product on time and as expected is crucial for food businesses to build trust.
4. Take the time to develop your business before jumping into wholesale so you can deliver on what you commit to.
This doesn’t mean there will never be a delivery day when the tomatoes didn’t ripen on time or the freezer went out in the middle of the night – but it means to do your best, every time, and having a relationship with the buyers can hopefully help you to overcome any challenges that do arise.
