FOREWORD

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A prize-winning barbecue sauce. Your grandmother’s recipe for. . . . Perhaps successful sales at San Diego’s Hillcrest and Little Italy Farmers markets hinting that a hobby can be turned into a moneymaker. You know that Whole Foods Market has renovated its La Jolla store and opened a big new store in Del Mar catering to the ever-increasing demand for natural food products.

So maybe you are thinking it is time for you to get serious about your natural food product. If you are, then it’s time to listen to Abigail Steinberg talk about “how to.”

I have read business books. I have taught thousands of students using business textbooks. I have even written business books. I know that learning from a book is doable. But learning how to do something from most books is more of an iffy proposition.

Learning how to do something is like drilling down, layer by layer, into increasingly specific detail. It’s that depth of hard-won experience that Steinberg brings to the reader. As you will read, many people already in the natural foods industry don’t know what a turnover is, and how to do one correctly with Whole Foods Market or Sprouts Farmers Market. Get it wrong and your product never leaves their warehouses. Listen to Steinberg and get it right.

Starting with that first walk through a store, through product development and finding a distribution partner to the decision to expand or sell out, readers will find clear, specific guidance about how to deal with the many pitfalls and barriers included in Recipe for Success that they will encounter. Readers will also realize that the natural foods industry is not user-friendly, having more than its fair share of sharks, scoundrels, and store owners who are not interested in giving a neophyte a fair chance.

So, like any good how-to teacher, she shows you how to learn from her mistakes rather than your own.

David M. Hunter, B.A., M.B.A
Retired business professor (Brock University)
and author of Supervisory Management
and Survival Guide to Business

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