Beach Plum Project

1
Beach Plum Project

• 2003 Foodservice Industry Presentation Summary
• Bob Weybright
• Dr. Wen-fei Uva
• Dr. Rick Uva

2
Objectives of Presentations

• 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

3
Concept Presented To

• 11 chefs
• 3 bakers
• 8 executive chefs
• 1 restaurant marketing firm
• 2 food industry advocate groups

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

5
Types of Uses Mentioned

• Bakery
• Clafoutis
• Pies
• Sauces
• Sorbet
• Appetizers
• Foie Gras
• Retail
• Jams

• Entrée
• Venison
• Chutney
• Compote
• Pickled
• Brandied
• Nouveau
• Dried/salted blossoms
• Unripe for sushi

6
Fruit Formats

• Fresh
• Whole
• Pitted
• Dried
• Juiced

• Frozen
• Puree
• Whole
• Whole/pitted

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

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

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

10
Product Requirements

• 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

11
System Requirements

• Identify fruit availability
• Timing
• Volume
• Manage grower contacts
• Develop relationship
• Personally initially
• Telephone sub sequentially
• Develop order and delivery system

12
Next Steps

• Pursue savory market initially
• Develop communication with chefs
• Coordinate supply and availability
• Identify cost effective delivery method
• Trade show presentation