notes from the zen kitchen

05/27/2009 - 6:01pm
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It's getting to be that time again on the East Coast; the time when specialty food makers (and the foodies who love them) start gearing up for the two big tradeshows: the Fancy Food Show (held each year in June at the Javits in NYC), and Expo East (held for the last couple of years and going forward at the Convention Center in my hometown of Boston). Every year, the place fills up with amazing products, hopeful product representatives, and buyers looking for great new products to carry in their stores.

My favorite part about attending these shows (aside from the loads of free samples that are given out - don't bother getting lunch when you go) is getting to see how different companies set up their booths and their materials. Some booths are consistently mobbed (three words: chocolate and cheese), while others are smaller, quieter, and often manned by 1-2 people, sitting with arms folded, frustrated at the lack of traffic to their booth.

What makes the difference?

Part of it definitely seems to be the overall look and feel of the booth. Attractive graphics, especially those that go beyond the traditional banner and white tablecloth, make a much more distinctive impression. Samples of the product itself also make a difference - especially if it's something very tasty (three words: chocolate and cheese). While full-size product samples aren't always needed, attractive and concisely written take-home materials make a big difference in jogging folks' memories after the show.

The big difference, though, in my opinion, is the attitude of the folks at the booth. Part of sales is and has always been developing trust, and a bit of appropriate body language and friendliness goes a long way. For example, one of my favorite booths at Fancy Food was BuyWell Coffee, which was staffed by two incredibly sweet sales reps who had no problem striking up a conversation about the coffee. Same with Theo Chocolate and Go!Appetit, among others. Meanwhile, some booths either had stressed out staff sitting looking bored at the booth for hours, or they had surly folks who looked at you with suspicion the moment you arrived at the booth to find out whether you were a *buyer* or not. Doesn't exactly inspire curiosity, does it?

The way I see it, sales isn't really about getting someone's money; it's about inviting someone to have an experience they can really benefit from. The key to making them accept the invitation is all in the delivery.

By the way, if you're getting ready for Expo East in September, now's the time to get your materials started. Need someone to help you with that? We're available.

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05/19/2009 - 2:41pm
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On May 9th, I braved the Boston subway system to attend the Future of Food Conference at Boston University. Speakers and attendees included policy analysts, food activists and thought leaders from around the world.

Some of the highlights (for me), included:

  • a class on fermentation with Sandor Katz, author of Wild Fermentation, which included a copy of the book. So far, I've already started kimchee and pineapple vinegar!
  • Farmers commit suicide more often than any other profession. Yep, you heard that right.
  • 30% of all food produced in the US is thrown away uneaten. 40% of cereal produced in India rots after harvest.
  • Related: The problem of world hunger is not a lack of food. The problem is a distribution system that considers food a saleable commodity and offers food only to people who can afford to pay for it.

This last point brings me to a topic that's always fascinated and frustrated me: the lack of access to healthy food in low-income communities. With all of our talk about locavorism, the "high cost of cheap food" (which was also discussed at the conference), etc. we seem to neglect one simple fact: the vast number of communities, both urban and rural, which are considered "dead zones" for fresh, healthy food. These are the areas where the nearest supermarket is miles away - and the population is often without reliable means of transportation. Food banks are equally inaccessible, and often offer canned or processed food that isn't healthy at all (to give you an idea, many years before starting the zen kitchen I actually had to get much of my food from a food bank, and most of it was canned vegetables, cereal, instant mashed potatoes and gum. Yes, they once gave me 6 packs of gum at a food bank. No, I'm not kidding).

Here's my issue: I appreciate the power of the local/sustainable food movements and the urban homesteader/community gardening movements for their ability to create change within the community that has the access to these things. After all, I've been part of the movements for years. But how can we involve those who *don't* have as much access? How do we create a system where people from all walks of life are able to get involved with where they get their food and what they put into their bodies?

Programs like Operation Frontline are one part of the equation. Community gardens and farmer's market vouchers can be another part of the solution - especially when efforts are made to get low-income communities involved. The point is to create access, and stop thinking of the problem as a lack of education, but as a lack of access. Then, and only then, can we create massive world-wide change.

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12/22/2008 - 11:18pm

I’m not one that normally subscribes to a ton of magazines. A few that are important to me I keep around; HOW, Pink and Yoga Journal are subscriptions I’ve maintained for years, and I refer to them again and again. Yes! Magazine I subscribed to for a year, mainly out of support for its message of personal responsibility, sustainability and social change. However, when I decided to let the subscription lapse (I just wasn’t reading it), I started receiving direct mail from them every other week for the last three months. Finally, I sent them this letter today, after receiving my fifth “final notice” from them.

Dear [Subscription Manager],

Thank you for your passionate interest in my continued subscription to your magazine. However, I feel that I should inform you that today’s direct mail solicitation is, in fact, the fourth or fifth one that I’ve received from your magazine since my decision to let the subscription lapse. This is in addition to at least three e-mail solicitations. As a magazine that purports to be pro-sustainability and positive social change, how do you justify the incredible amount of paper and digital waste involved in trying to re-secure my business? Is this something unique to me, or do you do this to all readers who decide to let their subscriptions lapse?

Again, thank you for your interest, but I have decided that Yes! Magazine is not right for me. Have a wonderful week, and best wishes to you.

Sincerely,

Dani Nordin, principal

the zen kitchen

blog, Sustainability
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