Small Potatoes Sales and Marketing is run by Martin Butts and is (for those of you from far away!) an upstate New York company that specializes in -- you guessed it -- marketing local products from the Syracuse and nearby area. I "met" Martin via the web -- you know, that sort of "check out the blog roll of someone who you discovered through the blog roll of one of your favorite sites" kind of meetings. He has a blog and markets both food and other items (like soap). And, well, here's what he has to say!
Bibliochef: So, let’s begin with the basics! I know you run Small
Potatoes Sales and Marketing and that you focus on small producers in upstate
New York. Can you tell us a bit about what that means and how you got into
doing this?
Martin:
Sure. The most visible part of what I do is going store to store, pitching my
clients’ products. I also consult about pricing, packaging, shipping, marketing
materials, ingredient sourcing, potential alternative markets, and anything
else they need. I’ve chipped in at farmers markets, doing in-store demos, and
making deliveries. I also talk to distributors, media, bloggers, consumers, and
really anyone who’ll listen. Some days it feels like I’m selling products one
at a time. Other days I actually am selling products one at a time. So far I
haven’t helped to make anything, but I’d be up for it. When I started Small
Potatoes, I joked with friends about calling myself the President or CEO, but
in the end I went with Local Foods Advocate, which I think best describes what
I do. My
background was as a retailer. I spent the last 5+ years as a buyer for a small
natural foods store and have around 10 years experience in grocery stores.
Growing up, I spent summers working on a local farm, picking corn and stacking
hay. My family owned small businesses when I was a kid, so for me
entrepreneurism is the family business.
The
last two years that I worked at the natural foods store I was in charge of,
amongst other things, sourcing all of our products that weren’t fresh produce.
That meant building relationships with vendors large and small, distributors,
brokers, sales reps, and consumers. I was also on a national advisory council
for food cooperatives that dealt with promotions and sales. What I came to
learn was that the big guys had elaborate, expensive, and easy to use support
systems to get retailers to buy from them. A big international company might
have 3 different people pitch a new product to me, and always offering a huge
discount. It was easy to order, easy to promote, and easy to make a larger
profit on it. The little guys sometimes didn’t even know how they’d get the
product to us, or other basic things. In an hour meeting with a broker I might
talk about 30 or 40 different product lines. In an hour meeting with a
small-scale local person, I would talk about a single product or product line.
So I took what I learned from dealing with big companies, and applied the same
model to my business, just working with the little guys. Before I agree to work
with a producer, we go over all of the things a retailer will expect of them
and then make sure they can deliver on it. If they aren’t ready, I won’t pitch
it until they are.
Bibliochef: Although you clearly represent more than food items, can
you tell us how your work involves food? And would you describe yourself as a
foodie?
Martin: Ha ha. I definitely have been described as a foodie
by others, but I’d rather not describe myself at all. I prefer to describe the
products I sell. Food is how I got my start and is where my passion for the
work lies. The farmers market is my office every Saturday morning. Over the
years I’ve been active in Slow Foods CNY, the Central New York Sustainable Food
Network, food co-ops, and a Fair Trade Advisory Council. Living Tree Botanicals
and Syracuse Soapworks meet the same criteria I look for in a producer and they
sell in the same marketplace as the food people do.
I also run the Syracuse Community Test Kitchen, which is
part of the South Side Innovation Center, a business incubator operated
at Syracuse University. We support new and existing food entrepreneurs with training and guidance
to commercialize home recipes, host cooking classes, and are about to expand
our services to further our ability to support local food entrepreneurs. We’re
also exploring some projects to help address food access issues on the south
side of Syracuse.
Bibliochef: Wow. Cool. I had heard of the Community Test Kitchen but did not really know what it referred to! Nor did I know you run it. So, why
“small potatoes”? How are you defining small, for example? And why
potatoes?
Martin: My first thought was to come up with a name that
people would associate with Central New York food. Salt potatoes are an iconic
CNY food, and that became Small Potatoes the breath after I said salt potatoes
out loud. I never considered any other name. I think it says a lot about who we
are, without having to explain it.
Bibliochef: I know you focus on
upstate New York. Are all your clients from around Syracuse? Can you tell us
some about how you gain clients in upstate and then how you market them?
Martin: I work with clients all over upstate. My western most client is Flour
City Pasta out of Fairport. Eastern most is Mu Mu Muesli out of Sharon Springs.
To the south is Living Tree Botanicals in Oneonta. And then Better Brittle,
Syracuse Soapworks, and Recess Coffee House & Roastery are all located here
in Syracuse. I’ve also done consulting with about 20 local food business within
that region.
My full time clients are all either folks I worked with as a retailer,
or folks who’d heard about me through word of mouth. The consulting work has
come from meeting people at the farmers market, local food events, word of
mouth, through my blog, Facebook
page, and Linkedin. I do a lot of networking. In the last 5 months I’ve handed
out 1000 business cards. I was handing out cards to strangers while waiting in
line at the post office the other day. Syracuse First has also been a great
organization for connecting me with local businesses.
Bibliochef: I know your
business also has a blog; how did you come to be doing that? And what piece are
you most proud of?
Martin: Frankly,
the blog came out of necessity. I just couldn’t afford to pay someone to design
a website, and didn’t want to take the time to learn it myself. What I’ve found
though, is that because the blog always has fresh content, more people come
back to it than they would with a proper website. It also allows me to tell the
stories of all of my partners, whether it be clients, retailers, or local
projects and organizations I’m involved with. I think the piece I’m most proud
of was If buying local is so great, why isn't
every store doing it? . People assume that retailers don’t buy local
because they aren’t trying hard enough, or just don’t care. But the truth is
it’s just plain harder. I also did a follow up piece called I’m a retailer, what
more can I do to support local producers? that I liked.
Bibliochef:I liked those as well!
How far
from the production site of your clients do you take your marketing? (Ok, I
know you focus on small producers not local producers, but the two notions seem
a bit entwined on your blog! For example, you spend a lot of your time in your
car engaged in marketing work, right? What do you make of the impact of
that on the carbon footprint of local goods?)
Martin: Depending on
where I’m making the pitch, I describe my clients as either “small-scale local
producers” or “small-scale regional producers”. My territory right now is from
Buffalo, NY to Amherst, MA, and from New York City to Burlington, VT. My goal
is to cover that territory about 6 times a year. Some of those places don’t
necessarily consider my clients “local” to them. As “local” gains enough
presence in the marketplace that the average consumer has some idea about it,
we can start to talk to them about regional foods as well. A lot of retailers
are already there. The economic and environmental impact of buying locally
still applies when buying regionally. I’m always considering the carbon impact of my travel, but the truth
is most retailers don’t respond to getting samples in the mail. And if they
haven’t heard of you many don’t respond to emails or cold calls. They need to
meet me and hear the stories about my clients face to face.
Besides the impact on the carbon footprint of buying locally, all of
the Small Potatoes producers are
doing something extra to support local economies, the environment, and social
justice causes. Syracuse Soapworks hires people with developmental disabilities though the Arc of
Onondaga to wrap their soap. Mu Mu Muesli uses biodegradable materials in their
packaging. Living Tree Botanicals and Flour City Pasta use local ingredients in
theirs. And Recess Coffee and Better Brittle both use certified Fair Trade
Ingredients. Their impact on the upstate community goes beyond just where they
produce their goods.
Bibliochef: Each of those examples is swell -- and just tellig those stories is a marketing success in itself! Having said that, what do you see as your most effective marketing technique?
Martin: Feeding people. It seems simple, and it is if you can get the
right person to sit down with you and try it. If it doesn’t taste great or, in
the case of body care products, work great, nothing else matters. It makes
being a salesman a lot easier when you know your product is just plain better
than what else is out there. And I can say with all the confidence in the world
that my clients make really wonderful products. Better than a lot of what’s out
there.
Bibliochef: What’s the most surprising thing you have learned while
running your business?
Martin: How many support networks exist to help start and promote
businesses. If people have the drive and desire to do it they can find a lot of
assistance. I’m also surprised at how instinctually people react to “salesman”.
I’m obviously not the average sales rep, but some people will never get past
the fact that I’m selling something.
BIbliochef: If you could imagine a product from upstate New York that
does not yet exist but “should,” what is it? How might you market it?
Martin: When I was a retailer, one of my goals was to have local
products represented in every category in the store. And if I looked hard
enough (which I did) I could fulfill that. There isn’t too much out there that
you can’t find a local version of it. The one idea that has been burning a whole in my head for the last
year isn’t a food product, but is one that promotes the local food system in
general. And I’m happy to say that I’m consulting with someone who’s developing
it right now. It’s top secret though. The marketing for it will be very similar
to what I do with Small Potatoes. Just plugging in to the right portion of
network of food businesses that’s already out there, and putting it to work for
you. If you have good product, you can definitely carve out a little spot for
yourself in the marketplace. It also depends on your goals. I’m kind of a
subsistence entrepreneur. I’m not trying to make a million bucks. Just live
comfortably doing something I believe in.
Bibliochef: I love the notion of a "subsistence entrepreneur." How great! And now for some of the questions I ask all of the people
I “speak” with! What’s the absolutely best meal you have ever had? What made it
the best meal?
Martin:
One meal that always pops back into my mind was Mushroom & Prosciutto Barlotti.
I was hiking with my girlfriend with a little picnic lunch of a loaf of bread,
a hunk of cheese, and some prosciutto and we found the most perfect, fresh
chicken of the woods I’ve ever seen. It was bright yellow and newly fruited. We
picked a bunch, took it home, and made barlotti with it. I think about that
barlotti like once a week. The company certainly helped.
Bibliochef: What music, films, books related to food would you
recommend? Why?
Martin: I’m a big Michael Pollan fan. Wendell Berry too. For
finding out what’s going on locally nothings better than Edible Finger Lakes. I
try to grab Edible Community Magazines everywhere I go.
Bibliochef: What do you eat for comfort food?
Martin:
I do most of my shopping at the
farmers market, so my diet is filled with whole ingredients: meat, veggies,
fruits, and dairy. But I also couldn’t live without boxed mac and cheese. The
organic kind, but still.
Bibliochef: Do you have a favorite restaurant in the Finger Lakes
and/or Central New York region?
Martin: Yikes, that’s a tough one. There are so many places
making great food here. I just ate at Simply Red for the first time, which was
wonderful. I also enjoy Sparky Town, Alto Cinco, and Funk N Waffles in Syracuse and Circa in Cazenovia. But
the place I eat most often is Empire Brewing Company. Their ingredient sourcing
is second to none. The spring issue of Edible Finger Lakes has a great article
talking about the garden they run to feed the restaurant. Plus, the beer is
awesome. They just added a pale ale made with local organic hops. I also eat at
Gentile’s whenever I can help it.
Bibliochef: Now that is a list that provides me some food for thought -- I have only eaten at one of them! Finally, what am I not asking that I should? What question have you
never been asked that you have always wanted to be asked? What's your answer?
Martin:
Hmm. I guess, I can’t think of the question as readily as I think of the
answer. Which is to say that I think food is one of the basic elements of all
economies. There are a handful of things that are common to all people in all
communities. Health care. Energy.
And food. As a community we don’t get too many options to choose our
health care or energy providers. At least not in a way that we can personally
affect on a daily basis. But with food we can. Every meal we can make a choice
about our local economy, our culture, our environment. I don’t expect that
everyone will choose to go locovare, but they can choose to make one food
choice a day that’s local. Eating at Sparky Town instead of Applebee’s. Or
getting a growler filled at Empire or Middle Ages instead of buying Coors.
Paying the extra 50 cents a pound to buy local grass fed ground beef instead of
the industrially produced beef. And those choices may seem like small potatoes,
but they make a real and significant impact on our community. So, I’m not sure
what they question there is, but I’m certain that’s the answer I’m looking for.
Bibliochef: Hey, Martin -- thanks! That's not small potatoes as an interview (Okay, you must have heard every joke possible using the phrase!) I learned a lot and I hope readers did too! I didn't know about your business (Small Potatoes Marketing), a lot of your products -- or the restaurants you eat at! So: thanks. Meanwhile, since I could not find a web site for Recess Coffee, here's my contribution to the marketing effort -- their urban spoon widget: