Stephen Hall's book is a honest guide for aspiring food manufacturers who are new to the specialty food industry, and most importantly, who have limited funds to sustain a long-term marketing effort. Though he does discuss various important aspects of the industry as a whole, his emphasis is on marketing.br /br /He uses real-world examples of entrepreneurs that have either succeeded or failed in bringing their product(s) to market and in some cases due to being under-capitalised or not being prepared to handle the demand for their products once they had become successful. Make no mistake, Mr. Hall in no way sugarcoats the process. In fact, in the chapter where he discusses start-up costs, he stresses the importance of an independent source of income to successfully start your business, especially for the first 3-5 years. But this a positive rather than a negative point, because it encourages you to be realistic and to prepare for success rather than set yourself up for failure. br /br /His intention is to inform and he does so clearly by using flowcharts and explaining indepth the various aspects of the specialty food market. He covers important issues such as defining the best U.S. territories for your product; researching the markets; developing and positioning your product; government regulations (a list of the relevant agencies for each process of the business is provided); packaging, labeling, pricing, warehousing and shipping your product; principles for marketing success; promoting, publicizing and advertising; finding buyers; arranging deals; finding copackers, and much more.br /br /There is a lot of valuable information to process and I found myself reading the book a second time (and most likely will do so a third time as a refresher). I highly recommend this book as a good foundation and to get you started in the right direction.
From Kitchen to Market: Selling Your Gourmet Food Specialty Feature
From Kitchen to Market: Selling Your Gourmet Food Specialty Overview
Whatever delicacy comes from the kitchen, this volume offers step-by-step guidelines for taking it to market. Whether it's a speciality that could be sold locally, nationally, or internationally, Stephen Hall offers a practical approach to turning culinary skills into a profitable business. Using worksheets, examples, and case histories, From Kitchen to Market tells readers how to secure a profitable slice of the ten billion dollar speciality food "pie"--regardless of level of food industry background or experience.
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