Marketing Greenhouse Vegetables To Local Restaurants

The local food movement continues to grow, making greenhouse produce an attractive alternative for restaurants in your area, particularly higher-end establishments. It’s a definite opportunity for ornamental growers considering getting into produce. But marketing your crop to an unfamiliar market provides a new set of challenges you should consider.

Plantpeddler’s Mike Gooder has had success selling to restaurants, so we asked him to share some tips for other growers thinking about this market.

Greenhouse Grower: This isn’t the only place you sell your produce – are restaurants a difficult market to get into compared to other outlets?

Gooder: Restaurants can provide a viable opportunity for specialty greenhouse producers with off-season production for several reasons, including, among others:

• There are limited producers of locally grown produce during cold seasons

• There’s an opportunity for “stable” premium pricing for top quality

• Create a market for number-two grade products as prepared food

• Access to a nearby market

GG: What’s the best way to approach restaurants about buying your produce? What types of restaurants have you had success with? Who should you contact at the restaurant?

Gooder: The direct approach is the best. The restaurant business is similar to our business: it’s on demand, at once and driven by discretionary income. Dependability, consistency and reliability matter. Don’t mess with their menu, food prep and service … or you will be out. Remember, somebody is already selling them product. If you are a hassle, you are not worth the effort.

Search your local area for restaurants committed to the local food movement. Go visit and discuss with the owners and especially with the chefs what they are searching for, and how you are willing to work with them to provide it. Forget the phone and eMail — face time matters. Typically, like our industry, professional chefs are networked, so often, getting in with one can open doors with more.

Another solid opportunity is finding fresh vendors servicing the high-end institutional and restaurant markets. They are also searching for locally grown product to service the increased demand, and this allows for consolidation of order volumes.

GG: Do restaurants have any additional expectations or requirements as far as food safety or handling for your produce above what you would have with other buyers?

Gooder: If you are following Good Agricultural Practices (GAP) guidelines you should be good to go! Every customer, niche and market deserves the same level of safety. Don’t risk making people sick.

GG: What kind of pricing and delivery issues do you have to consider? Do you set a price or do you generally take what they offer? How often do they expect you to deliver and are there any challenges there?

Gooder: This trade requires consistent service, which is most concentrated on weekends and events. Timing of delivery is an important consideration when competing for freshness. With this can come premium pricing opportunities. Getting to work on a “trust basis” with a few key accounts will help determine who the competition is and what the price basis is. Remember “local,” uniqueness, quality and freshness represents a few of the keys to separation in the market, thus allowing a higher unit price.

GG: Should growers put together any specific marketing messages to both sell themselves to restaurants, and/or to help them promote your produce to their customers?

Gooder: It always gets back to selling yourself, your company and then your products. Marketing pieces and background information are always a great way to get the attention of potential customers and show confidence in your ability to perform. Enlighten them on how you grow, whether sustainable, organic or other methods. Ensuring safe and flavorful products matters in the competitive world of the premium restaurant business.

Leave a Reply

More From Marketing...
Aquaponics At Brogue Hydroponics

March 30, 2015

10 Things You Need To Know About Aquaponics

Are you curious about expanding into aquaponics? From pest control to equipment, Bob and Jesse Kilgore of Brogue Hydroponics offer 10 factors you need to consider.

Read More
Aquaponics At Brogue Hydroponics

March 30, 2015

Aquaponics Is Making A Splash At Brogue Hydroponics

The owners of Brogue Hydroponics explain why they expanded into aquaponics, and how the shift has helped them uncover a new market opportunity.

Read More
Hendriks-Half-Open-Roof_GGS

March 26, 2015

10 Greenhouse Products For First-Rate Growing Environments

From coverings to fork-lifts, greenhouse suppliers offer a variety of products to make growing easier. Check out the slideshow to learn more about these, plus several other products that can offer you value, versatility and durability.

Read More
Latest Stories
Rose rosette on Knockout rose, April 2012. Photo credit: Alan Windham, University of Tennessee

March 25, 2015

$58 Million In APHIS Farm Bill Funding Will Support Hor…

Nearly $58 million as been allocated by the USDA's Animal and Plant Health Inspection Service (APHIS) to support the industry's Plant Pest and Disease Management and Disaster Prevention Program, under Farm Bill Section 10007. The program will support mitigation efforts for specialty crops, including providing research and other funding to address plant pest and disease priorities for the specialty crop industry, including floriculture and nursery crops.

Read More
National Floriculture Forum 2015 029

March 18, 2015

2015 National Floriculture Forum Focuses On Marketing I…

The 2015 National Floriculture Forum, held March 6 to 7 in Minneapolis, Minn., zeroed in on the topic of marketing in horticulture and included visits to Gertens Greenhouses and Garden Center, Bailey Nurseries, Bachman’s Floral, Home and Garden and Tangletown Gardens. The annual meeting allows greenhouse and floriculture faculty, graduate students and industry partners to meet and share updates on current research, issues and initiatives.

Read More

February 18, 2015

Range Of Nursery Inspections To Protect Patented Plants…

Plant patents are under protection, and breeders are fighting for their rights to keep growers from illegally propagating protected varieties. It's something you don't want to take a chance on, because the risk is far higher than the reward. More than 300 inspections were carried out last year from New York to British Columbia and from Ontario to Florida to protect plant patents, Plant Breeders’ Rights (PBR) and branded programs.

Read More

February 4, 2015

TPIE 2015: An Electrified Industry Vibe Boosts Cool New…

The general feeling at the Florida Nursery Growers and Landscape Association's 2015 Tropical Industry Exhibition (TPIE) was upbeat and positive. Attendees were inspired by exciting new products and varieties, as well as creative new displays and innovative ideas and left energized for the season ahead.

Read More
Costa Farms Website

January 21, 2015

Costa Farms’ Launches New Interactive Website

Costa Farms is making efforts to educate consumers while pushing horticultural digital marketing forward with the re-design of its website. The new website features a fresh design and improved navigation, as well as a plant finder that gives gardeners easy access to plant information.

Read More

January 5, 2015

Growers Are Successfully Marketing The Benefits Of Pla…

Growers who are already marketing plant benefits and gardening as a lifestyle say they think this could be the best angle for the floriculture industry to promote our products.

Read More

January 5, 2015

Plants Love You Campaign Raises Plant Benefits To Foref…

Plants make us feel good. It’s a no-brainer, backed by numerous studies, but there’s more to the story. And it’s one the Canadian Ornamental Horticulture Alliance (COHA) hopes its Plants Love You campaign will tell in such a way that it will inspire people to make plants a part of their life, and on a bigger scale. COHA is an alliance between the Canadian Nursery Landscape Association (CNLA), the Fédération Interdisciplinaire De L’Horticulture Ornementqale Du Québec (FIHOQ) and Flowers Canada Growers (FCG). Inspiration for The Plants Love You campaign came from COHA’s research, which revealed that 96 percent of consumers surveyed have a favorable attitude toward plants. When COHA delved deeper into the numbers, one thing stood out loud and clear. “It quickly became apparent that while consumers like plants because they are pretty and make them feel good, few understood the environmental and health benefits plants offer.” says Frank […]

Read More

December 9, 2014

New Website For PanAmerican Seed

PanAmerican Seed's new website is mobile-friendly and has a fresh look and enhanced navigation.

Read More
What’s a pumpulent? It’s a pumpkin planted with succulents, and it’s also one of the ways Altum’s is catching customers’ attention with new products and modern marketing.

December 1, 2014

9 Digital Marketing Resolutions For 2015

Whatever your experience with digital marketing, here’s some advice for keeping your business progressing into the new year.

Read More

November 25, 2014

Conley’s Launches New Website

Conley’s Manufacturing and Sales recently launched its newly designed website, which was redesigned to create a user-friendly digital environment for customers to explore Conley's products.

Read More

November 17, 2014

Canada’s Plants Love You Campaign Educates Consum…

In a cooperative effort to promote the benefits of plants to consumers, the Canadian Ornamental Horticulture Alliance (COHA) recently launched its Plants Love You campaign to make consumers more aware of the health, environmental and economic benefits of plants.

Read More
Supertunia® Vista Bubblegum™ Petunia from Proven Winners

November 11, 2014

Plantbid Offers New Tool For Growers, Plant Buyers

Plantbid is touted as a revolutionary new tool that allows plant buyers to purchase their whole plant list at one time, from growers who provide their complete availability online. According to the company, this new offering could change the way growers and landscapers do business.

Read More
Dahlia Dahlinova Temptation Lavender from Dummen Fides Oro

November 10, 2014

Bas Pellenaars Takes On New Role As Brand Manager For D…

Dümmen group announces the transition of Bas Pellenaars from area manager to brand manager.

Read More

October 28, 2014

Zombie Adventures Are Back: GGS Releases Premiere Of Ne…

What's good for plants, but bad for zombies? GGS structures. The company released a new promotional video to get growers in the spirit of Halloween. GGS Structures ran a series of zombie movies last year, and this year, something new was released October 24.

Read More
Suzanne McKee

October 27, 2014

Use Your Data To Make Smarter Marketing Decisions

Learn which marketing metrics are important to your business, measure successes and learn where changes are needed.

Read More
Sara Tambascio

October 2, 2014

How To Measure The Success Of Your Digital Marketing

Take a look at these metrics in your digital marketing to see if you’re connecting with your audience or just adding to the clutter.

Read More

September 26, 2014

How To Get The Digital Generation Into The Garden: Gard…

Capture millennials’ gardening interests with these marketing tips.

Read More
The Joseph Shinoda Memorial Scholarship Foundation

September 9, 2014

Shinoda Foundation Contributes Nearly $15,000 In Schola…

Based in California, the Joseph Shinoda Memorial Foundation's mission is to encourage educational opportunities for young people interested in entering the industry. Since 1965, the foundation has awarded $790,000 to more than 660 undergraduate floriculture students.

Read More