Is all specialty food marketing local? Telephones, instant messaging, the Internet have all combined to enable us to have more immediate information at our fingertips than ever before. It is not uncommon for the specialty food processor, broker, retailer or distributor to be well versed on the business climate in Western Europe or the Far East. However, when it comes to regional business-to- business information, expressly in the food channels, many are hard pressed to be well versed on current activity or trends.

Best practices. It’s not for a lack of trying. Those serious about their business actively read national business columns and explore noted business-oriented Internet sites. Cross pollination from one industry to another can yield fruit; however more often than not additional drilling deep into a specific field exploring business-to-business or trade media is how the most knowledge is gleaned. It is through these publications and online areas that businesspeople can peel back the layers to find how to create a “best of breed” system, based upon another’s experience or exposure to a new idea.

Many media choices. The national food trade scene is well served with print titles ranging from Supermarket News and Nation’s Restaurant News to Firey Foods & Barbecue Business and Takeout Business. These publications and with their web-based representation bring the national notions to light. But as Professor Harold Hill in The Music Man learned – you gotta know the territory! What works in Phoenix, may not apply to Portland – Oregon or Maine. A retail operation might sing in Cincinnati and fall into silence in San Antonio. The specialty food that is flying off the shelves in Orange County, California may have to be dusted in Orange County New York. Regional palates, consumer quirkiness and plain marketing magic that touch retailers and consumers alike each play a significant role in a product or a business’ success. After all - you gotta know the territory!

Getting the word. There is no clear path to learning the industry news of your ‘hood.’ The national trade media cover the news and activities from most of the largest markets in the country. Woe be unto those in secondary or smaller markets and those who fall outside the top five or so. Outside of industry gossip, or what tidbits the last phone call or business appointment brought, there is precious little one can glean on the regional front. Statewide associations in the grocery and restaurant channels can offer some insights through their websites and through their printed publications, but oftentimes the news is slow to filter into these formats.

The personal touch. The lucky few markets with independent regional trade publications, print or web-based, are well served and those efforts deserve to be supported with advertising dollars and subscriptions from the vendor community. These publications have a style all their own and the retailers and restaurateurs who read them generally have an affinity for the publication because of its regional flair. The fact remains that local news can be more personally identified. Advertisers enjoy the halo effect of being a part of something the loyal readership relates to personally.

Other sources. In today’s marketplace, all avenues must be put to work to glean the most local information to keep business on the cutting edge. Of course, this includes Food Entrepreneur eZine. In addition, regional expositions, trade shows, seminars and industry gatherings are good sources for area information. It takes work, but even visiting retail specialty food stores, grocery outlets and restaurants can spotlight what local trends are afoot that will likely impact your specialty food business.

Mina Williams is the editor of NorthWest Stir Magazine, an online publication for culinary professionals in Washington, Oregon and British Columbia. She can be reached at www.nwstor.com.

Mina Williams