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Beach Plum Project

Beach Plum Project. 2003 Foodservice Industry Presentation Summary Bob Weybright Dr. Wen-fei Uva Dr. Rick Uva. Present concept to potentially high margin market(s) Present to cutting edge operations and individuals Determine level of interest in fruit

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Beach Plum Project

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  1. Beach Plum Project 2003 Foodservice Industry Presentation Summary Bob Weybright Dr. Wen-fei Uva Dr. Rick Uva January 20, 2004

  2. 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 Objectives of Presentations January 20, 2004

  3. Concept Presented To: • 11 chef’s • 3 bakers • 8 executive chef’s • 1 restaurant marketing firm • 2 food industry advocate groups January 20, 2004

  4. 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 January 20, 2004

  5. Bakery Clafoutis Pies Sauces Sorbet Appetizers Foie Gras Retail Jams Entrée Venison Chutney Compote Pickled Brandied Nouveau Dried/salted blossoms Unripe for sushi Types of Uses Mentioned January 20, 2004

  6. Fresh Whole Pitted Dried Juiced Frozen Puree Whole Whole/pitted Fruit Formats January 20, 2004

  7. 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 January 20, 2004

  8. 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 January 20, 2004

  9. 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 January 20, 2004

  10. 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 Product Requirements January 20, 2004

  11. System Requirements • Identify fruit availability • Timing • Volume • Manage grower contacts • Develop relationship • Personally initially • Telephone sub sequentially • Develop order and delivery system January 20, 2004

  12. Next Steps • Pursue savory market initially • Develop communication with chef’s • Coordinate supply and availability • Identify cost effective delivery method • Trade show presentation January 20, 2004

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