Dawson Dawson Logo 2Sales Newsletter
Summer 2011 
In This Issue
Food Trends 2011
Supplier Spotlight - Mooney Farms
Project Management
  
  
 Understanding the "why" behind a project is critical if you are going to keep your project focused, viable and on time.  As presented in Skillpath's "Fundamentals of Successful Project Management", you need to identify the drivers for any given project by asking the following questions:
Who wants this done - an external customer, sales & marketing or upper management?  When does it need to be completed?  What resources will be needed?  Why is it needed - new product, cost reduction, product improvement or other?  Once you understand the factors that are truly driving your project, then you will be able to establish  a timeframe, general plan and specific task assignments that are realistic, effective and focused.
Lynne Noren

 

Follow-up Links
  
From the Trenches
by Mike O'Hare.
Mike O'Hare Photo
As I meet with buyers, food scientists, developers and project managers, I hear about some interests and concerns that are on the minds of many food processors these days.  One topic that has been and continues to be "hot" is food safety.  This is an area that is often discussed, reviewed and updated to maintain the highest standards for foods manufactured in the US.  I would like to share with you some of the important components of a solid safety program.
10) Keep your hold and traceability methods up to date.
9)  Focus on GMP compliance.
8)  Be audit ready 24/7 with a team formed to react.
7)  Prepare for a suc-
cessful inspection.
6)  Environmental Monitoring/ Sanitation
(Verification & Validation)
5)  Keep current with audit processes.
4)  Validate kill steps.
3)  All companies should raise their food safety bars.
2)  Be responsive to FDA warning letters.
1)  Food Safety gets you in the door and Quality wins!
These were some of the major points from the summit and are very prevalent in today's food industry.
Mike O'Hare
Dawson Sales Company
From the Campus to the Workplace

 

The food industry can be described in many ways...fickle, thriving, difficult and opportunistic, to name a few.  Even if someone tried their best, the food industry is impossible to describe in one word.  From the vast array of products to the specific formulas that make up our favorite products, the industry is truly amazing.  People who have worked with any aspect of food for some time can probably give me some insight as to exactly what I am getting myself into.  While some aspects might be tough, I am hoping that most will be remarkable.  I have only been out in the real world of food for two months, but I have already experienced things that were wonderful, including being able to see a product developed from the ground up to become a product that the average consumer loves.  I think it is incredible that an idea that somebody has can go through a project process and become an actual, tangible product.  It is mind blowing to me how much effort and how many steps these things take, but I know that they are all worth it in the end.  Many words can be used to describe the food industry but one that I feel we can all use is "love".  Anyone who wants to have a chance in this industry truly has to love what they do or they will miss all of the nuances and diversity that the world of food can offer.

 

Angela Skubal
Food Science Intern - Dawson Sales Company
Food Science Major - University of Illinois, Champaign
  Angela Skubal

 

 

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2011 Food Trends
Consumers will continue to practice conservative food spending and eating behaviors in 2011.  33% of consumers feel that their own financial situation will get worse in 2011 (IRI, 2011).  72% of all meals are now prepared in the home (NPD, 2011).
Eating-in and take-from-home trends have resulted in categories such as ready-to-drink teas and coffee, snack/ granola bars and dried meat snacks moving on a fast track.  Small, indulgent treats such as cheesecake and frozen novelties have enjoyed brisk sales, also.
Demographics will force food companies to target flavors, foods and food messages to different generations.  Aging baby boomers will drive sales for traditional desserts, breakfast items, fruits and vegetables, nuts, fish/ seafood, soup, coffee, cookies, crackers, chocolate candy, diet soda and wine (IRI, 2009).  NPD Group predicts that Gen Yers will drive sales for salty/ savory snacks, easy meals, center-of-the-plate proteins, sweet snacks/ desserts, heat & eat breakfasts and functional foods and drinks.
Cooking at home is being done four or more nights per week by 53% of meal preparers (Tarnowski 2011).  Simple instructions, pop-up timers and serving suggestions are a must for consumers.  Frozen ingredients and small appliances have become strong meal preparation aids.  Half of U.S. adults watch television cooking shows (FMI 2011) and many buy food products featured on the shows.  Americans want restaurant quality meals at home.
Interest in American regional cuisines is expected to soar in 2011 with Southern, American seaboard and American barbecue as the leading American cuisines on restaurant menus in 2011.
Consumers believe limiting processed foods is among the most important components of healthy eating (Mintel, 2009).  Natural ingredients rank third on the list of most looked for items on the ingredient label after fat/ oil and sweeteners.
46% of food shoppers are very concerned about the nutrient content of their food (FMI 2010).  Protein is a nutrient superstar.  Potassium and magnesium are tops on the minerals list.  Interest in fiber, antioxidants and super fruits continues to increase.  In 2010, whole grains topped the list of most sought after health claims followed by high fiber, low sodium, low fat, no trans fat, low sugar, low calorie, no chemical additives, no preservatives and lowers cholesterol (IDDBA 2011).  These will continue to be desired attributes in 2011.
from FOOD TECHNOLOGY, April, 2011

Featured Supplier - Mooney Farms - Chico, CA 

 

Sun-dried Tomatoes

The key ingredients for success at Mooney Farms are sun-dried tomatoes, an old Portuguese recipe and a family devoted to nurturing their business.  Mary Mooney handles sales and marketing for Bella Sun Luci, the family's line of sun-dried tomatoes.  Mary talked to Dianne Molvig (for Womanetics newsletter) about the Mooney family and how they developed their thriving business.

The Mooney family lived on a quarter horse ranch in Sonoma for many years.  Mary's father worked in the shipping industry in San Francisco where he was exposed to asbestos and died of cancer at an early age.  Gretchen Mooney, the family matriarch, bought a 30-acre ranch near Gridley, California, and decided to grow kiwis.  The whole family worked to plant the trees and run drip lines for irrigation.  Mary got a marketing degree and was working in San Francisco when she and her brother, Steve, an architect, were called home to help save the family ranch.  They sold fruit by the roadside and were able to make $30,000 in 30 days, enough to save the ranch.

Gretchen started making kiwi jams mixed with other fruits such as rhubarb and strawberry.  Mary and her sister took the jams to farmers' markets and to chefs at many restaurants.  Steve worked with Gretchen to keep up with the increasing demand for the jams.  With her marketing background, Mary felt that they needed to offer more products.  She came across an old cookbook of hand written Portuguese recipes, including one for sun-dried tomatoes in olive oil.  Gretchen made some to be sold at the farmers' markets and people went crazy for them!  Soon the demand was so great that they no longer had time to make the kiwi jams.  Mary approached a place she had head of called Price Club (merged with Costco in 1993).  She met the buyer and invited him to come to the Mooney ranch.  He went to the ranch, sampled the products and issued a purchase order on the spot.  Soon every Price Club in the country wanted the sun-dried tomatoes.  Mooney Farms now has product in almost every major grocery chain in the USA.  They have a 100,000 square foot production facility in Chico, California with 48 full-time employees.  They buy most of their tomatoes from California growers and their olive oil from a family-owned refinery in Portugal.

Mary had always wanted to be in sales but never dreamed that she would help to run a successful company owned by her family.  She said that "It's such a treat.  It really is."

from Womanetics Newsletter - March 24,2011

For more about Mooney Farms, click here.

 
Lynne Noren  
 
 

Summer  has been a mixed bag  and has brought violent weather to many parts of the country.  People are more eager than ever to get outside and experience some that easy summer living.   With household budgets getting tighter, small indulgences become more important than ever, and food is one indulgence that many people enjoy.  Visit  local farmers' markets for fresh, seasonal produce, gourmet seasonings and even fresh baked goods.  Check out some of the cooking shows for new ideas concerning seasonings, flavor pairings and unusual ingredients.  Fire up the grill and experiment with different woods and flavor chips to add new twists to your favorite meats and vegetables.  There are many creative ways to indulge your senses without breaking the bank!
 

 

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Articles compiled and edited by:

Lynne Noren

Dawson Sales Company

lynnenoren@dawsonsales.com :

phone (630) 203-8174

fax       (630) 203-8171