The Earth’s Tasty Bounty

April 22nd, 2009 by jay

In honor of Earth Week, we’re highlighting some foodmakers and farmers on Foodoro making products friendly to our planet! It’s an amazingly array of items sourced from one of the hottest places in North America (Thermal, CA) to the depths of the Pacific Ocean and mountain terraces of the Philippines to coffee farms in South America and Africa.

These featured foodmakers have a collective passion for natural, sustainable, organic and other methods–and they all produce delicious foods!

Flying Disc Ranch

Their dates are unprocessed and grown in the most ecologically conscious way, with compost soil and aerated water–the purest form of organic.

Grab Em Snacks

Their all-natural chips are made from plantains, one of the earth’s most ubiquitous (outside the U.S.) and versatile fruits.

American Abalone

California red abalone is spawned and grown in the pristine waters of the Monterey Bay National Marine Sanctuary under the care of marine biologist Tom Ebert.

Chaffin

Their olive oil comes from olive grown on a ranch that cares as much for its environment as it does for its customers. Their orchards are self-sufficient, utilizing their own water-driven power system and gravity-driven water systems.

Eighth Wonder Heirloom Rice

Their heirloom rice hails from the famed mountain terraces of the Philippines. The fair-trade company operates in more than 18 communities, directly supporting sustainable agriculture and socio-economic development.

Sacred Grounds Organic Coffee Roasters

They visit farmers, train with their peers and are active in the global coffee community. Their reward is the opportunity to work with passionate people from around the world.

Tsar Nicoulai Caviar

The company was founded on the belief that sustainable sturgeon farming would be a viable alternative to depleting wild sturgeon stocks. For over 25 years, Tsar Nicoulai has become recognized internationally as pioneers in sustainably farming sturgeon for caviar.

Massa Organics

Rice farming offered Massa Organics an opportunity to do real conservation work on a farm that has installed recirculation systems to reclaim our irrigation water and does not burn any crop residue. They measure improvements to the farm not just in crop yields, but in the numbers of sandhill cranes and California quail using the land.

Ocean Harvest Sea Vegetables

This company has been harvesting sea vegetables by hand from the Mendocino Coast in California in an ecologically sound and sustainable way. All sea vegetables are sun-dried in order to preserve all of its nutrients.

Allstar Organics

Their goal is to farm sustainably within a certified organic, biologically complex system. Their soil enrichment program includes a diverse cover cropping system, microbiological drenches and aged nutritional mulches. As a result, their vegetables acquire vivid color, distinctive texture and intense fragrance and flavor.

Donna’s Tamales

Donna’s Tamales is committed to organic farming and sustainability. Working closely with the farmers who provide the raw ingredients for their tamales, they stay attuned to the economics and environmental impact of agribusiness.

Hurley Farms

They believe that jams and jellies are only as good as the fruit, so Hurley Farms practices sustainable farming. Any produce that they don’t grow themselves comes from neighboring local farms with sustainable practices in the famed Napa Valley.

Fishing Vessel St. Jude Albacore Tuna Products

All albacore is jig-caught one at a time, near the surface of cold waters in the central and north Pacific. Their fishing method ensures that the impact on the ocean’s food chain is very targeted, and they’ve won Best Choice on the Monterey Bay Aquarium’s list of seafood recommended to eat in order to save the oceans.

Harris Ranch Napa Valley

Their philosophy is simple: Take care of the land, and it will take care of us. They are certified organic, but practice sustainable methods that are “beyond organic.” For example, their property is almost entirely powered by solar energy!

Zoka

The “Zoka Way” ensures that customers get amazing coffee by drawing a solid, traceable line from farm to consumer. They endeavor to cultivate mutually beneficial relationships towards a commitment to improve the livelihoods of our producing partners and bolstering the environment.

Niman Ranch: How "Sustainable"?

February 22nd, 2009 by jay

This article in the SF Chronicle does a great job chronicling the tension between creating sustainable food and running a business. My jaw dropped when I read this:


“But in nearly 30 years of existence, despite becoming the darling of high-end chefs and turning the brand into a household name, Niman Ranch never did turn a profit. In fact, it was broke.”

Niman Ranch beef and pork is literally everywhere in the Bay Area. There was a time when it was a name touted on menus at Chez Panisse and Zuni Cafe but these days, I’ve seen it at local burger joints, the ballpark and even sausage street carts (the nicer ones). With so much volume, I figured they found a way to turn a profit.

In many ways, this is the central tension of sustainable, artisan food businesses. The most voted-on comments in the SF Chronicle article talk about not buying Niman Ranch any more–a testament to the belief in the Niman founder’s vision.

But 30 years is a long time never to have turned a profit. It starts to defy the broader sense of the word “sustainable”…

Bay Area Chocolate Artisans are Thriving!

February 10th, 2009 by jay
When we heard that chocolate conglomerate Hershey’s was moving Scharffen Berger out of their hometown of Berkeley, CA and closing down Joseph Schmidt, we wondered if this was a signal of the decline in chocolate making in the Bay Area.


Not at all, apparently.

California’s Bay Area has been making chocolate for 160 years, since Ghirardelli was founded in 1849 as the second-oldest chocolate company in the U.S.* And we think that the Bay Area tradition is stronger than ever. Here’s an incomplete list of local chocolate makers, confectioners and other devotees to this “food of the gods“. It’s sorted roughly by year of founding (click to see larger image):



NOTE: logos aren’t linked to their sites… use Google!

*Baker’s Chocolate started in 1780 in Massachusetts is the oldest. It’s now owned by Kraft Foods.

We’ve Been Busy!

February 5th, 2009 by jay

We haven’t posted in a couple months because we’ve been busy building our marketplace. Please check it out at foodoro.com!

We have a Valentine’s Day homepage theme to showcase the amazing foodmakers in our community. Of course, it include some artisanal chocolates, but we also offer some things fanciful, some things unexpected, and some things crave-able. Feel free to browse around!
We’re going to get back to blogging regularly so you can hear from us. In the meantime, please feel free to drop a line and say hello.

Defining Artisanal, Part 2

November 12th, 2008 by jay
To follow up on our recent post on “Defining Artisanal“, here are a couple of folks who embody artisanal foodmaking in different ways:
  • One’s a large, established bagel business in Los Angeles with historic roots in New York City (the mecca), when bagelmakers had to go through long, unpaid apprenticeships and develop a signature bagel.
  • The other is one of the most celebrated preserve makers in America, a self-anointed “artisan extremist” when it comes to making jams, jellies, preserves. She has a hand in all products from her kitchen and is even known to climb backyard trees to find the perfect fruit.
Their common thread is a passion for craftsmanship that comes through clearly in these videos. Enjoy!

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Defining ‘Artisanal’

October 31st, 2008 by jay
We’re building Foodoro.com to help people discover artisanal food.

So how do we define ‘artisanal’?

To us, artisans and craftsmanship go hand-in-hand. Every artisanal foodmaker we’ve ever met or heard about puts a lot of her or his time, care and effort into actually making food products. And by making, we mean roasting, growing, preserving, harvesting, cooking, tempering, and all the other verbs that describe what an artisan does.

Artisanal also tends to:
  • …be made in small quantities. After all, there is only so much time in a day for artisans to create products. 
  • …use the best ingredients. Artisans are passionate about making the best possible products, and that usually means using the best possible raw ingredients.
  • …utilize traditional methods. Many folks we spoke with actually started their business in order to make food “the way it used to taste”.
  • …be made on-site. One of our favorite pastimes is actually visiting the kitchens, farms, and facilities where we can watch food being made, grown or harvested.
  • …come from independent companies. Small quantities, expensive ingredients, handcrafted methods and local manufacturing typically run counter to the efficiency and scale of food conglomerates.
Keep in mind that our definition of artisanal is subjective and open to interpretation, and it will evolve over timebut to paraphrase a U.S. Supreme Court Justice: “We know it when we see it”. 

Please don’t hesitate to tell us your thoughts!

Authentic Marketing & Britney Spears

October 23rd, 2008 by jay
We recently saw a video blog post about authenticity that resonated with our marketing beliefs. The blogger wrote about Britney Spears jumping onto the Twitter bandwagon (Twitter is a popular tool that lets people send quick messages to a lot of people at once). Yet, instead of sending messages herself, Britney has her “team” connecting with her fans.

Authentic marketing is a big deal for most artisanal food producers. Every single one has a story behind their company and their brand and customers really gravitate to it. While we haven’t seen too many foodmakers who use Twitter, the artisans are often at farmers markets or food shows handing out tastes and connecting with people.

Aside from the tough economics they face in the grocery business (a future blog topic), foodmakers lose that connection to their fans when their products get passed from distributors to brokers and other middlemen. Big companies try to close this loop with mass marketing, like TV commercials, but we think authenticity gets lost in translation that way.

Here’s the blog post about Britney. A bit of warning—he’s a colorful, dynamic guy and uses a couple choice words:

Foodmakers & Open Source

October 16th, 2008 by jay
Open source software makes Foodoro.com possible.

So what is open source? Basically, it’s the practice of getting and sharing content of almost any kind. The open source software that we use at Foodoro has been created by a devoted community of folks who share, edit and critique each other’s contributions. Here’s Wikipedia’s take on open source.

It’s a philosophy we’re trying to extend by organizing and distributing information about foodmakers for free. Just like Yelp does for restaurants or Google does for any kind of information, Foodoro wants to make it easy for folks to find information about foodmakers and their products.

We’ve already gotten suggestions for hundreds of companies from bloggers, foodmakers and others but we know there are many more gems out there. If you know of any amazing food companies or products that everyone should know about, please email hello@foodoro.com!

Food photos

October 14th, 2008 by jay

Someone mentioned that our blog needed more eye candy. So, here are some photos we took at an event in San Francisco recently.


Enjoy!

Food Marketing

September 10th, 2008 by jay

The average supermarket carries about 45,000 different items according to the Food Marketing Institute. That’s nearly 1 different item for every square foot of space. You may wonder how people decide what to buy during a trip to the grocery.

Actually, it’s carefully orchestrated marketing that largely affects what consumers “decide” to buy. Some of the most important marketing tools include:

  • End Caps: Display spaces at the end of aisles
  • Features & Displays: Signs featuring promotional pricing, new items, etc.
  • Shelf Space: Eye-level space generates higher sales than those stuck at the top or bottom
  • Front End: Impulse-inducing items like candy and magazines are placed near checkout
  • Promotions: These include coupons, flyers, newspaper inserts and other promotional tools
  • Brand Marketing: Think Coca-Cola’s cute polar bears


Larger consumer food companies employ small armies of sharp MBAs and ad agencies to push and pull these various marketing levers in order to get you to buy their products.

We think that marketing, at its essence, should always work to make people feel good about the products and services they buy. There is value in many of the traditional marketing tools—those Coca-Cola polar bears really are adorable—but huge budgets are needed to fuel this kind of marketing. This leaves the producer of the small-batch, hand-crafted cola struggling to get noticed among the 44,999 other products (if they even get distribution at the supermarket).

Yet, some of our favorite food discoveries came when we heard from a friend about a cheese from a small Wisconsin farm we just “have to try” or read an article about a chocolate maker who goes to the ends of the earth to find the absolute best cacao beans for her chocolate bars.

One of our goals at Foodoro is to build marketing “tools” that help folks discover the lesser-known gems.