GREAT 128 IDEA: Publicize Your Specialty Food Business

When it comes to driving sales of offbeat specialty foods, positive publicity counts. Americans buy an estimated $700 million worth of specialty foods a year, mostly by mail, according to the National Association for the Specialty Food Trade in New York City (http://www.specialtyfood.com).

Americans love specialty foods. Despite the recession, retail sales rose 8.4 percent in 2008 to reach $48 billion. According to the association's web site, specialty food sales in natural food stores grew 17.4 percent in 2008 versus 2007. Cheese and cheese alternative are the largest specialty food category, with $3.4 billion in sales in 2008.

There are about 2,500 new products introduced a year, with significant growth in chocolate, confectionery products, desserts, ice cream, and alcoholic beverages. Many small companies are in the food business because the start-up costs can be low.

A short blurb by a noted food writer, critic, or author often means the difference between success and failure for a startup. For example, a few years ago, a short mention in Florence Fabricant's New York Times column launched Matt and Ted Lee's boiled-peanuts-by-mail business. Today, the company sells a variety of Southern foods, in addition to peanuts.

“The reason I went for the boiled peanuts was because it was a regional specialty,” said Fabricant, who is always looking out for unique and unusual foods. “Before the Lee Brothers offered them, boiled peanuts were not available outside a certain region in the South.”

Fabricant told me she receives dozens of pitches a week from small, specialty food product makers hoping for her attention.

The Lee brothers told me they owe their success to journalists like Fabricant. “Publicity is crucial,” said Ted Lee. “We've never paid a dime for advertising.” Check out their products at http://www.boiledpeanuts.com.

When Ted and Wendy Eidson, founders of Mo Hotta Mo Betta, started their San Luis Obispo, California–based spicy food catalog in 1989, they relied on the public library to find the addresses of 200 regional newspapers. They attached samples of spicy wasabi chips to tempt the palates of the food editors. The Eidsons said 30 to 40 percent of the editors they contact do something with it.

In addition to selling all sorts of hot sauces and marinades, the company sells “Ass Kickin'” snacks, candies, and spicy chips.

About 30 years ago, an article in Delta Airline's Sky magazine drew customers from all over the country to Nathalie Dupree's tiny Georgia restaurant. Dupree, an Atlanta-based author of 10 cookbooks and a cooking expert, has produced more than 300 shows for PBS and the Food Network. “When an article is written about me, I may get calls for up to five years afterwards,” said Dupree, who said if she mentions a new food business, it can really boost sales. “I don't mention anyone unless I think they can handle the business,” Dupree said.

If you are interested in getting into the specialty food business, join the National Association for the Specialty Food Trade (NASFT), read their publications, visit their web site, and attend their fancy food shows.