Case Studies of Value Added Production and Marketing
Case Studies of Value Added Production and Marketing
Case Studies of Value Added Production and Marketing
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Restaurant <strong>Marketing</strong><br />
As with grocery stores, Jim provides several area restaurants with pork products. As part <strong>of</strong> the<br />
promotion, he asks that they also identify The Egg & I Pork Farm on the menu. Jim is somewhat<br />
concerned that if product is short for the restaurant, they will source their pork from somewhere<br />
else, but still leave The Egg & I Pork Farm identifier on the menu. If the substitute pork<br />
product is not up to st<strong>and</strong>ards, it may provide negative advertising for The Egg & I Pork Farm.<br />
Therefore, he carefully controls who uses the br<strong>and</strong> <strong>and</strong> they must agree to feature only Egg &<br />
I products. This cross tie-in helps to assure markets <strong>and</strong> maintain quality. The restaurants carrying<br />
the products tend to be high end restaurants, pricing the meals with pork at $19 to $24.<br />
Table 2. Restaurant Price List, The Egg & I Pork Farm, January 1998<br />
Item Price/lb. Item Price/lb.<br />
Fresh Pork<br />
Smoked Pork<br />
Bone-In Ham $2.49 Bone-In Ham $3.79<br />
Boneless Ham $3.49 Boneless Ham $4.09<br />
Season Shoulder Roast $3.49 Hocks $2.49<br />
Spare Ribs $2.89 Loin Chops $4.79<br />
Pork Chops 1 1/4" $3.25<br />
Pork Chops 1 1/2" $3.50 Deli Items & Specialties<br />
Pork Loin $3.79 Kielbasa Rings $2.89<br />
Sausage Kielbasa Dogs - 1 lb. $3.09<br />
Breakfast Links $2.59 Franks - 1 lb. $3.09<br />
Bulk, Chubs $2.39<br />
Tubes, Patties $2.29<br />
Italian Sweet Links $2.59 Franks - 5 lb. $2.99<br />
Bulk, Tube, Patties $2.39<br />
Italian Hot Links $2.59 Knockwurst Butcherburgers $2.89<br />
Bulk, Tube, Patties $2.39<br />
Bratwurst Links, Singles $2.59 Liverwurst Fresh $3.39<br />
5 lb. link bulk $2.39<br />
Liverwurst Smoked $3.19<br />
Bologna, Beerwurst,<br />
Krakow, Ham Salad $3.29<br />
Retail Direct Sales<br />
As indicated earlier, retail direct sales include several subsets: sales from the Egg & I Pork Farm<br />
retail counter, mail-order or catalog sales, sales through Dean & DeLuca <strong>and</strong> their bus sales.<br />
Following is the retail price list. These prices do not apply to the Dean & DeLuca items which<br />
are provided as an exhibit.<br />
The ButchersChop<br />
The ButchersChop is the on-farm retail center. It’s layout is shown in the previous diagram.<br />
This will be the focal point <strong>of</strong> the farm. The kitchen area has been included to not only allow<br />
preparation <strong>of</strong> samples, but will also be used to conduct cooking seminars. Area speakers will<br />
be invited to hold cooking exhibits. Jim himself has been a featured speaker at area seminar<br />
sessions. In the fall, there will be craft workshops held in the customer service area. One idea<br />
is to have basket making workshops, with the baskets to include Egg & I pork products for the<br />
Holidays. Seminars will also be presented on vegetable growing <strong>and</strong> preparation as well as<br />
pork production. Customers may sign a guest book which serves as a mailing list. A recipe<br />
box is for people to leave or pick up recipes for pork products. These will be compiled into<br />
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