Market Farming

["gutierrez-lagatta" <gutierrez-lagatta AT charter.net>]

I have some additional thoughts on Elliot Coleman's "authentic food"
proposal.  The first question is, does anybody on this list have a
mechanism to get our thoughts to Elliott.  As a recognized leader in
the sustainable agricultureI think it would be good to give him the
feedback of the diverse group of growers that this list represents.

Regarding the proximity issue - I would propose that the mileage
guidelines be replaced by a "delivered with in x hours of harvest"
guidelines  For practical reasons I would say 24-36 hours.  Why time
instead of distance?  Take Farmer John's operation in Ohio - if he
delivers to a nearby city, and uses acceptable growing methods his
product would qualify as "authentic".  But, if he Fed Ex's the SAME
product to a chef in New York City who is willing to pay the premium
for overnight delivery, then it is NOT authentic...

A second area of concern is the requirement that the product be
delivered by the grower, DIRECTLY TO THE END USER.  This places some
severe operational restrictions/ limitations for both the grower and
for either very large customers or very small customers.  Take a good
sized restaurant - it would be onerous to expect that chef to deal
with numerous small suppliers for a wide range of produce.  My sense
is that these chefs will make local buying decisions for products of
particular importance to them, but they cannot be expected to place
order after order and handle a multitude of small receiving operations
before it becomes impractical.  Likewise, on the small end - a small
customer cannot expect a grower to come to his restaurant to deliver a
single $8 a pound bag of basil or 4 oz package of mint but he would be
happy to buy the local product if he can order it froma distributor
along with other produce.  But, if the grower is allowed to sell to a
LOCAL distributor who agrees to maintain inventories that will
minimize the amount of time in the supply chain, then that small
restaurnat will have access to a higher quality, sustainable product
and the fod dollars remain in the community.  The distributor, by
virtue of the larger variety of products that he/she distributes can
economically service the small customer because, in addition to the 1
# of basil he is delivering, carrots, potatoes, onions, broccoli, etc.
As more and more local growers are available the smart distributor
will use this to his marketing advantage by letting his customers know
that these are local products.
> I find the term "authentic" a little awkward too - but I do really
like the
> focus.  I agree with the mileage - it would keep us from either of
our 2
> urban markets in the state, should we want to sell to them.  I also
think we
> need to hang together on this.  So, suggestions folks?!    Alison

Adriana Gutierez
Green Cuisine