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MARKETMAKER NEWS STORY
MarketMaker as a Catering Tool in Kentucky
Due to the soaring popularity of farmers’ markets and CSAs, we focus much of our energy and resources on developing and supporting these direct channels. Universities are immersed with consumer research, in an effort to “profile” direct market shoppers and obtain valuable insights about their behaviors. As a result, it has been consistently determined that the locavores make decisions based, in varying proportions, on social responsibility. And, that’s exactly the reason why caterers and independent foodservices have shown growing interest in offering local fare.
Caterers and small foodservices are vastly different than the institutional buyers we immediately think of when it comes to banquets, weddings, conferences, and the like. These operations are practically free from corporate restrictions, leaving them the flexibility to adjust plate costs, menu items, preparation techniques, and just about anything else if it means landing the contract. As consumer choice is shifting, and interest in local food is increasing, so is the demand for local businesses or services.
So, when it comes to buying locally produced food, what’s the big hold up with caterers and independent foodservices? They don’t know where to start.
Let MarketMaker be the solution!
A few short years ago, the Kentucky Women in Agriculture organization made a commitment to serve locally produced food at every meal for their annual conference. They chose an independently owned franchise hotel as their location. Although the hotel staff and executive chef were committed to the undertaking, they had never prepared meals that were 100% local. And, did I mention that this conference takes place in November?
The chef, in acknowledging what serving local could and would do for his business, was willing to go the extra mile. Paying the producers upon delivery? Check. Developing a menu based on the season? Check. Factoring in some extra processing labor and some product inconsistencies? Double check. But, with all his willingness to go local, this chef had one major limiting factor. He didn’t know where to find the food!
That’s where UK’s Sustainable Foods Systems Project Manager, Chef Bob Perry, came in. As a friend and colleague, Perry introduced the chef to MarketMaker. With a little assistance along the way, the chef was able to locate all of his food for this three-day conference. And, as a result, he established a relationship with the producers, his staff learned a new system of food delivery and prep, and the hotel began to offer local products on not only their catering menu, but the daily menu!
The Women in Ag were so pleased with the hotel’s service, they made a commitment to hold their conference in the same location for the following year. And, as the women are migrating 200 miles west for this year’s event, they are once again serving a local menu by training the hotel staff to use MarketMaker.
Author: Sara Williamson, UK Department of Agricultural Economics
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