Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
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(continued from p. 32) produce, fish and even frozen stocks and bones. "We're like a mobile farmers mar- ket," Eisemann says. "Customers buy from our meat wagon, then head home to cook a meal." The meat wagon selections are pared- down versions of what customers can find in the retail store. "Our truck is focused on meeting the needs of the everyday food shopper in the city," Eisemann explains. The meat wagon's initial success has prompted Eisemann to begin scouting for additional locations around the city to sell. North of San Francisco in wine coun- try, Sebastiani Vineyards has taken a slight- ly different approach to the food truck craze. In the summer months, the winery hosts a pod of food trucks in its parking lot as a way to build community. Calling the event Food Truck Friday, the winery R aley's Mom's World Panel engages nearly 800 moms to glean what the community wants most from its grocery stores. Moms provide feedback on new products that are tested at home and offer thoughts on how to make shopping more mom-friendly. They also can participate in a Mom Along, where moms walk through a store with a Raley's executive to tell them what they think. welcomed six area food trucks last summer along with a bit of live music provided by a local band for an evening of fun. "It was a great way to promote and build com- munity relations while offering locals from as far away as San Francisco a great place to hang out [and] enjoy music and great food," says Christopher Johnson, company spokesperson. 3. Engaging the New Brand Ambassadors: Mom Bloggers The mom-blogger community is active and massive. Analysis firm eMarketer estimates ƫ ƫ ƫ ƫ ƫ ƫđƫ ƫ ƫ ƫ ƫ ƫ ƫđƫ ƫ Celebrating 18 Years of the Best All-Natural Specialty Products We will miss seeing you at this year's Winter Fancy Food Show. We are taking this time to reflect on our outstanding brand achievements and to focus on refreshing our brand offerings. We certainly don't want you to miss the opportunity to place your show order, so we are offering 25% OFF YOUR ENTIRE ORDER plus free shipping (Promo Code FFSSF12) on orders placed by February 17, 2012 1.888.627.2859 x3236 | www.madeinnapavalley.com 36 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com ƫ