PUTTING THE PIECES TOGETHER: HOW TO GET FROM FARM TO MARKET WITH YOUR FOOD PRODUCT Product Selection Product Development Product Testing Product Labeling Marketing Public Relations Advertising Employees Taxes Licensing Inspections Compliance Trade Shows Facility Development Expansion Quality Control Payroll Long Range Planning Expansion Development  Product  Facility  Business  Marketing  Growth  Strategic & Promotion Considerations Home Kitchen What I Process? Fairs & Festivals, Farmers Markets only Notification to local Health Department Limited products Where I Process? Commercial Kitchen Interstate Commerce Wholesale Who will I sell to? Retail Add’l Cost/ Risks? Value Adding Increased margins  Greater brand reach  Demand for increased volume  Greater Income  Each level of value adding increases risk and production costs  Increased cost of capitalization  Marketing costs need to be proportional  Product Market (Determines level of inspection & jurisdiction) Label Testing (WV University & VA Tech) Development Of Marketing Plan Required Components & Optional Alternative is Private testing Laboratories Implementation Of Good Manufacturing Practices & Others FDA Relationship  West Virginia – Memorandum of Understanding – 80% of inspections conducted by District Sanitarians  Virginia – Division within Department of Agriculture – Formal application process – Inspections conducted by state staff following FDA guidelines Intra versus Interstate Commerce  intrastate commerce -The buying and selling of products and services within a single state.  interstate commerce -The buying and selling of products and services across state borders. Question 1: Where will you enter the marketplace?  Farmers Market  Fairs and Festivals  Retail  Wholesale  In-state  Out-of-state Answer determines part of the jurisdiction issue……  FDA or USDA  Local, district, state or federal inspection  Commercial or home kitchen  Nutrition labeling or exemption Question 2: What is the composition of your product?  Meats, Poultry, Seafood, Produce  Processed or unprocessed  Dairy, cheese or juice  Wholesale  In-state  Out-of-state Answer is second part of the jurisdiction issue…… FDA or USDA  Local, district, state or federal inspection  Commercial or home kitchen  Nutrition labeling or exemption  Dairy, processed food, meat & poultry, seafood  HACCP, GMP, GAP, GHP  (Hazard and Critical Control Points, Good Manufacturing Practices, Good Agricultural Practices, Good Handling Practices) What will you make and how will you make it?  http://vafep.org/specialevents/links. php    Nutrition Analysis-Database Method Worksheet Nutrition Facts Labeling USDA A Food Labeling Guide Definitions of Nutrient Content Claims  Pectin, Apple, Citrus  Specialty Boxes and Packaging  Maple Syrup Manufacturing Supplies  Plastic Display Boxes  Serving Size Per Eating Occasion  Consumer Package Label Requirements  Decorative Gift Tins and Containers  Scheduled Process Authority  Bulk Honey Packers and Bee Supply Companies  WV Produce Wholesaler List http://pafoodventures.psu.edu/ Label Considerations 4 COMPONENTS: A. Primary Product Description B. Ingredient listing (from most to least) C. Net Weight (US and metric equivalent) D. Producer Name (traceability ALSO: Allergen warning OPTIONAL: A. (Universal Product Code) UPC B. Nutrition Label (depending on firm size) C. Nutrient Claims Product Considerations  Acidity  Acquisition and availability of raw materials (seasonality, cost)  Packaging and associated costs  Terms  Competition Don’t Reinvent the wheel…..  Find a goal/model  Have a plan  Calculate the actual cost (How much is a trade show?, New brochure? Label?)  Network, professional organizations  Do your homework Co Packer Private Label Putting the pieces together……… WEST VIRGINIA West Virginia Department of Agriculture 1900 Kanawha Blvd East Charleston, WV 25305 304-558-2210; Fax: 304-558-2209 Website: wvagriculture.org Jean Smith, Director, Marketing & Development Teresa Halloran, Marketing Specialist-Foods Cindy Martel, Marketing Specialist (304-541-9756) VIRGINIA Virginia Department of Agriculture and Consumer Services 102 Governor Street Richmond, VA 23219 804-786-2373; Fax: 804-371-6097 Website: vdacs.virginia.gov Charles Green, Marketing Director Kent Lewis, Director, Sales & Market Development Olivia Wilson, Marketing Promotions & Virginia’s Finest Coordinator