How to Start and Build an Upscale Food Business with Bruce Aidells
What a success story! Learn directly from “Sausage King,” Bruce Aidells, how to succeed in an upscale food business. Bruce knows the recipe: You must first have a great product; need to know who might buy your product, how you will reach her/him, and how your product will satisfy their needs.
All great food businesses start with a superior product but even great tasting products can’t sell themselves. You will learn about marketing and selling upscale food products that will include all channels of distribution from restaurants to markets, to selling direct. You will understand how your customer may become so excited about your product that they become your cheerleaders leading to growth by word-of-mouth. If you succeed, eventually you will create such a strong brand that your customers will make an emotional bond with your brand. Bruce has a powerful story to tell on how he grew his company from mail order, specialty stores, to grocery chains, then COSTCO.
At the end of this workshop, participants should be able to:
1. Come away with a group evaluation of your food product. (Optional)
2. Understand how to market an upscale food product without ads, coupons or lowering prices.
3. Know how to create a strong brand.
If you already have a food product you are encouraged to share it with other members of the workshop. If you choose to bring food samples, please bring enough for up to 15 samplings.
Workshop Presenter: Bruce Aidells
Bruce Aidells founded well-known Aidells Sausage, a national producer of upscale premium sausages and cured meats. Bruce continues to write for national food magazines and has authored several cookbooks, including The Complete Meat Cookbook, Bruce Aidells' Complete Sausage Book, and Bruce Aidells' Complete Book of Pork. He consults with numerous food companies and restaurants.
When
Saturday, May 19, 2018 from 9:00 AM to 12:00 PM PDT
Where
Finley Center
2060 W College Ave
Santa Rosa, CA 95403