Abraham Ramirez, Raley’s produce manager, speaks with Paul Muller, an owner of Full Belly Farm.
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The network of “local” food in Solano County received a boost recently at a gathering of 60 small-scale farmers, grocery store buyers, restaurateurs and produce distributor at the UC Cooperative Extension office in Fairfield.
The Growers Workshop was organized by Mario Moratorio, small farms advisor for UC Cooperative Extension in Solano and Yolo counties.
“You can be successful at growing [produce], but in order to be economically sustainable, you have to sell your stuff,” Moratorio said. “Since farmers are often so busy working on the growing side of the farm, they need guidance, contacts and names of people who are interested in buying what they grow.”
Presentations at the meeting included information about Solano County agricultural regulations, tips for packaging and distributing product, and techniques for working with grocery and restaurant produce buyers. Farmers also discussed their experiences selling at farmers markets and through community supported agriculture (CSA) programs.
One of the meeting’s main messages was summed up by Paul Muller, a farmer and co-owner of Full Belly Farm in Capay Valley.
“Growing is not the hardest part,” Muller said. “But the farmer who will stay in this business is the one who can market it — and can market it at a fair price.”
Farmers and potential farmers at the event said they took home valuable tips.
It was two years ago at the same annual workshop that Sylvia and Jon Fadhl of Jovia Groves Olive Oil in Dixon networked with buyers from Raley’s. Today their olive oil, made from Solano County-grown olives, is sold in Raley’s grocery stores. The meeting helped them make additional connections with distributors and restaurant owners.
“It’s invaluable. We make contacts and leads at these meetings,” Sylvia Fadhl said. “Each time we do something like this, it gives us more ideas. That’s growing the business.”
The group was treated to lunch at Fresh Choice Restaurant in Fairfield, a privately owned chain that is now sourcing many of its fruits and vegetables directly from Suisun Valley farmers.
“We believe in the farm-to-fork movement,” Sandy Boyd, owner of Fresh Choice Restaurant, told farmers in the workshop. “We love you, and we love your fruits and vegetables the way they are.”
Anticipating the question of “what to grow,” presenter Heidi Rayher of Whole Foods encouraged farmers to remember that the international produce market has access to any fruit or vegetable at any time. Local farmers, she suggested, would be most competitive growing something specific they know they can grow better than anyone else.
“Grow what grows well in your region,” she said. “Try growing things that you’re passionate about. Try growing things that resonate with you.”
Moratorio’s focus on small-scale farmers keeps him in contact with the UC Small Farm Program, which sent representatives to attend the workshop. Shermain Hardesty, director of the statewide program, encouraged workshop participants to continue their marketing and networking at the 2009 California Small Farm Conference, March 1-3 in Sacramento.
“This workshop helps you get real business connections as you talk with potential buyers,” Hardesty said. “Winter is a great time for small-scale growers to gain some new ideas and revamp their marketing plan before heading back to the field. Another chance to get some new ideas and revamp your marketing plan is at the Small Farm Conference.”
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