Exploring Farm-to-Restaurant Part 2

Through my fellowship, I have had the amazing opportunity to connect with and interview local farmers who sell their produce to restaurants, as well as restaurant owners who buy from these farmers. As I have asked questions during these interviews, I have noticed many common themes and opinions. One major theme I noticed is that restaurants and farmers do not buy and sell locally just because of a marketing or business decision to make more money. They prioritize local foods because of a deeply believed personal responsibility to support the economy, build deep long-term relationships, and a love for the highest-quality food.  

While selling to restaurants may create a valuable marketing opportunity, many farmers highlighted that the most important partnerships extend beyond just monetary transactions. When farmers and restaurants work together, they can build creative menus that focus on in-season produce. This way, farmers never have to compromise their quality to try and stretch products’ timelines, and restaurants will receive the best-quality products to create more flavorful, nutrient-dense foods. It’s important to note that not all restaurants are interested in this kind of collaborative partnership due to their client base, brand, personality, and other factors.  

Many restaurant owners discussed that buying local is not always the most convenient or cheapest option to access the ingredients they need. Buying local often requires more communication, networking, flexibility, and creativity than just purchasing through major distributors. Many restaurant owners and chefs who prioritize local foods noted that they do so as it is more than just a marketing strategy. Supporting local farmers means building deep connections, receiving the highest-quality produce for your restaurant, and supporting the local economy. Some also spoke to a set of values guiding their local product purchasing. 

These insights should encourage producers to be selective and intentional about identifying restaurants to sell to, as well as an understanding of their farm’s own value proposition. Can you compete on price with larger distributors? Do you offer some kind of quality, flavor, or other product value proposition? Most importantly, do the restaurant buyers you are approaching (and their customers) care about any of these differences? Do they care about them enough to pay a premium, work through less convenient processes, or to keep the relationship going long-term? Remember that not all potential markets are good fits, and it’s ok to decide not to pursue them based on different goals.