5. Subscribers as of September 2012
74,467,000 subscribers
The food section on Technorati
includes 17,131 blogs!
6. LocalHarvest.org
“LocalHarvest was founded in 1998, and is now the number one informational
resource for the Buy Local movement and the top place on the Internet where
people find information on direct marketing family farms. …Our website and
those of our partners serve about three and a half million page views per
month to the public interested in buying food from family farms.”
9. Elliot Ranch Lamb
Marin Sun Farms Grass-fed
Beef Tenderloin
Becker Lane Farm
Pork Chops
Liberty Farm Duck Breast
Paine Farm Squab
Chez Panisse, Berkeley CA
1 Night, 1 Dinner Menu,
13 References to Provenance
10. Adam Tiberio at work in
Massachusetts.
Jodi Hilton for The New York Times
New York Times, July 7, 2009
Young Idols with Cleavers Rule the Stage
“Now there is a new kind of star on the food scene: young butchers. With their
swinging scabbards, muscled forearms and constant proximity to flesh, butchers have
the raw, emotional appeal of an indie band. They turn death into life, in the form of a
really good skirt steak.”
11. New York Times, June 16, 2010
Using Meat Mainly for Flavor
Mark Bittman, The Minimalist, New York Times, June 11, 2010
“Since I began eating more plants and less meat, I’ve experimented with
using small amounts of meat in ways the exploit its flavor with out making it
central to the dish…”
12. Broke, but still organic
Despite the recession and the relative lack of
income for the young millennial generation,
they still are willing to spend on organic. They
truly put their money where their mouths are.
18-34 year-olds make up 45% of organic
products purchasers.
2010 The Hartman Group Organic & Natural Study
13. Hungering for accountability
Serious food safety scares have fostered a
need to track food from source to market.
This traceability – which also means
accountability – is now part of a broader
branding trend.
14. Shepherd’s Grain Wheat Cooperative
“Producer Spotlight” section on this website allows end-user to enter
Julian date from bag into website to get name of producer. They
qualify this tracking system as being “for information and education
purposes only”
15.
16. A few people even think provenance
is worth fighting over.
Grubstreet.com, New York, May 18, 2010
Locavores Gone Loco: Chef Arrested
After Brawl Over Pig Sourcing
“In Portland OR, Oyster House chef Eric Bechard got into a fistfight with Cochon
555 founder Brady Lowe – apparently because he was unhappy that a pig from
outside of the Oregon (from Iowa, to be exact) won the Cochon 555 competition
there.”
24. Seeing the big picture is important, but details creep into your
consciousness.
The color of your walls, the paper you choose, the kind of salt you serve, the
five little words of your Tagline – all the small details that signal so much:
Good Taste – Your Unique Personality – Thought Leadership – Newsworthiness
Ability to Execute on a Concept – Cohesiveness of your Vision
25. Every aspect of your story should be built on truth, but sometimes the
best way to tell that story is by scratching through the facts to find the part that
speaks to your psyche, the emotional truth.
26. Honesty – sometimes brutal honesty – is key to building trust, credibility and
authority with media and other communication partners. And sometimes being
honest means not promoting yourself.
It can be wise to say “no” in the short-term as that can lead to more “yes” over
the long run.
27. If you love your work, your instinct is to tell the big, all-encompassing story about
your company. But “all about” is too much information for anyone to get their arms around –
there are no sharps edges to grab onto, and no way to go deep. A story that’s about
everything is ultimately about nothing… other than self-promotion.
You must hone your story into specific, compelling, and newsworthy nuggets. When done
right, these small elements speak volumes – they show rather than tell –
About your brand as a whole.
28. Relying only on “news” to get people talking means you’re relying on
novelty instead of substance. But there are other ways to find fascinating,
newsworthy themes and features about your brand – if you’re curious and you
know how to connect with consumer’s areas of interest.
Creating experiences and messages that link the best of your brand with your
customers through valid engagement is more powerful than a million new
products.
29. Even in a crowded field, there’s always a way to find your own unique
position and use it strategically. Beer, wine, spirits and food companies move
their products from run-of-the-mill mainstream status to sought-after premium
brands by embracing the authenticity of their brands and then communicating
that effectively to the correct audience. Like the rest of the world, the food world
needs biodiversity. Your uniqueness is the way to supply that.
30. Media Relations—How does it work?
What makes a story?
How do national media find ideas?
What is realistic?
31. What makes a story?
A ―hook‖
–Not just ―what,‖ but ―what about it?‖
Currency and context
–Why this story, why now?
A solution for the editor
–How can the story fit the format
32.
33.
34. How do national media find ideas?
Contacts—constant connection
–Trusted sources, such as
Experts/chefs/business owners
Freelance writers
Other editors
Watershed/media relations experts
35.
36. How do you become a trusted source?
Take advantage of any connections
Read, look, listen and share
Get to know their column, what they
cover, what they look for, provide
information
Direct message/Linkedin editors good
ideas
Don‘t over communicate
Think of serving the reader or the
editor‘s audience not your business
37. What is realistic in media relations?
Never a guarantee
No ―quid pro quo‖ or ―pay to play‖
Many factors beyond scope of control
– Editorial plans
– Ad budgets, magazine sizes
– Constantly changing goals/staff at
publications
38. Be patient, be flexible
There are infinite parameters that go
into confirming a press opportunity,
may that may seem completely
random.
– Editors might come back to you
multiple times with edits/changes/
questions/new requests.
– If you are not willing to roll with the
punches, you might lose the opportunity
– This sometimes requires extreme
patience
39. The ‗Big Idea‘
Think of the media as your clients
Serve their
needs/viewers/readers/visitors
40. You don‘t have to be new to
create news
Create a media showcase that‘s
extraordinary and filled with great
ideas
41.
42.
43.
44. Create an emotionally engaging
event or program that connects to
your business
Life of a Pig Blog
45.
46. Create an interesting event series or
a cool dish or menu that is only
available one day of the week or at a
specific time
48. Bring people into your story
Nancy‘s Yogurt—give tours, talk to people
Oregon Brewer‘s Guild—tours of the
hop fields, yeast labs, water source, malt
processor
49.
50.
51. Smart Targeting
Choose targets and leverage
relationships wisely for
efficiency and effectiveness
Steve
Dolinsky Tweet
Followers: 6,074
The Feast
Audience: 35,492
NBC Chicago Eater Chicago
Audience: 392,214 Audience: 2,000,000
52. How do you start?
Written tools—what‘s your story?
Invest in photography
Create an interesting website and
update it regularly with content
Create video content and upload on a
YouTube Channel
Answer the core question: Why
should I care?