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From Kitchen to Market: Selling Your Gourmet Food Specialty Paperback – June 1, 1996


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Product Details

  • Paperback: 224 pages
  • Publisher: Dearborn Financial Publishing; 2nd edition (June 1996)
  • Language: English
  • ISBN-10: 1574100254
  • ISBN-13: 978-1574100259
  • Product Dimensions: 9 x 7.3 x 0.7 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #810,718 in Books (See Top 100 in Books)

Editorial Reviews

From Library Journal

How many of us have toyed with the idea of selling our favorite family recipes? The growing number of specialty food products on the market strongly suggests that people are doing more than just toying with the idea. Hall, a food industry consultant, has created a thorough guide to food marketing that is sure to help food entrepreneurs at all levels, from the rank beginner to the most experienced. Hall clearly points out possible pitfalls and concerns as he takes the reader step by step through the entire marketing process, offering guidelines on market research, packaging, pricing, and advertising. Interesting vignettes on actual successes and failures allow a realistic view of possible scenarios. The appendixes, which make up a good portion of the book and list trade shows, journals, associations, sample forms, and so forth, are a terrific quick resource that significantly enhance this already strong and well-written guide. Strongly recommended for public and academic libraries.
- Margaret B. Bartlett, Rochester Inst. of Technology, N.Y.
Copyright 1992 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

Review

"Hall tells readers how to break into the specialty food industry. It’s all between the covers of this excellent guide." -- -Bookviews.com --This text refers to an out of print or unavailable edition of this title.

More About the Author

Stephen F. Hall has over 30 years accomplishment in specialty food marketing. He managed the import/export and national sales activity for numerous specialty food products. In addition, his firm acted as an incubator and master broker for new-to-market specialty food companies.
He wrote From Kitchen to Market, that Oprah's Magazine calls "a g-to book for any start-up company") winner of a Publishers Marketing Association Benjamin Franklin Award, and soon to be in its 6th edition.
Additionally, he wrote several comprehensive market research studies for Frost & Sullivan, including The U.S. Dairy Market and The Market for Alcohol Free and Low Alcohol Beverages.
He moderated the Kiplinger Economic Forecast Teleconference in Tucson, the Tortilla Industry Association Technology Conference in Los Angeles, and was a guest lecturer, Business Development Workshops: ASBDC 2000, 2002, 2008 Annual Conferences; Idaho Department of Agriculture; University of Alaska-Fairbanks; University of Vermont; University of New Hampshire; West Virginia Office of Economic Development, and Virginia Specialty Food Association. He has been a principal guest on CNBC "Money Talk," is Managing Editor of Food Entrepreneur Magazine, a contributing editor for Entrepreneur Magazine, and has been quoted in The Wall Street Journal.

Customer Reviews

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Most Helpful Customer Reviews

60 of 62 people found the following review helpful By Charles Wm Anderson @wordpress VINE VOICE on June 8, 2003
Format: Paperback Verified Purchase
Having owned a specialty food store, and having developed a unique food product that distributors were interested in marketing through convenience and other specialty food stores (including McDonald's Express) I can attest to the accuracy of most of this book.
If you are already producing a great tasting product in a restaurant or Deli and making a living, you probably are wise to concentrate on expanding your retail business. If, however, you are tiring of the daily grind of running a small retail business, but wish to concentrate on producing your product rather than serving it to the public, then you probably have considered wholesaling.
Your wholesaling options are numerous. For marketing through supermarkets I advise you to thoroughly read Packaged Facts book, How To Get Your Product Into Supermarkets.
First, though, you should try marketing through more specialized channels. Health Food Stores, C-stores and nearby deli's and local grocery stores. In such cases you will absolutely need this book and will find it saves you serious bucks and a lot of questions posed to distributors, health officials and your suppliers. I know, because I spent months researching the options and not finding half the information that this book so succinctly provides.
Note: I had so little success finding the information that I chose to team up with a businessman and I became vice president of Billy Bob's Pot Pies in Canby, Oregon. The ill-fated franchise attempt resulted in me returning to work in the Middle East so I could save enough bucks to start producing my meat pies for specialty markets....
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43 of 44 people found the following review helpful By Shermain D. Hardesty on April 10, 2001
Format: Paperback
I use From Kitchen to Market as the text for the weekend class that I teach through University of California Davis Extension, Getting Started in the Specialty Food Business. Hall's book is excellent; it is practical, not obtuse. He gets to the nitty-gritty of how to develop and launch a product. He also emphasizes the need to be market-oriented. You won't be guaranteed success just because you make a great tasting product; Hall discusses how you need to package,market and distribute your product effectively.
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36 of 38 people found the following review helpful By OpenMinded on February 11, 2001
Format: Paperback
After reading dozens of obtuse marketing studies on the speciality food business, I came across this book. What a delight! All the basic information an entrepenuer needs in one place. The author generously shares practical, authorative advice and guidance through very clear writing and diagrams. It's to-the-point and easy-to-read. The book is also well-organized, has a nice clean layout, and has great resource listings in back of book. Too good to be true? So far, it's been very helpful to me! Highly Recommended.
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35 of 37 people found the following review helpful By Moneyblows Books & Records on June 12, 1998
Format: Paperback
This book covers every entree into the business from expanding an existing food manufacturing business into retail packaging, to starting a "sideline" business with your "famous" honey and pecan mustard.
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21 of 21 people found the following review helpful By rodboomboom HALL OF FAMEVINE VOICE on May 17, 2003
Format: Paperback Verified Purchase
This is well done, by one who has spent the time and provided his knowledge to prospective entrees into this market.
The material is up-to-date, with great stuff on Web Page Development, etc. I found his advice on channel management, i.e. where to sell, on finding distributors to be very useful.
All pertinent areas are covered, packaging to promotion to positioning. This is fine overview of the biz from a pro who has been down the paths and knows what it takes, then communicates it in an understandable, digestible and attractive manner.
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31 of 35 people found the following review helpful By marshmallow jane on February 11, 2008
Format: Paperback Verified Purchase
My biggest questions are: What are the laws about the sale of food from the kitchen? Is a health inspection of the kitchen necessary? Where would I find this information for the state in which I live?

This book does not cover any of the information that I think is necessary. I enjoy preparing food and giving it away in pretty containers. I was hoping I could sell some of my gorgeous and delicious gifts with little overhead. According to the author, one should plan on laying out a rather large investment for this type of business.

FROM KITCHEN TO MARKET contains many details but omits the basic information required to get started.
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7 of 7 people found the following review helpful By L. Kenny on April 17, 2008
Format: Paperback Verified Purchase
This is a good book, but not exactly what I was expecting. As a Small Business Consultant, I was asked to teach a class on marketing your food product for a local food incubator, which is beginning level. This is great if you want to have your mustard in a national chain, your tea or coffee on grocery store shelves, or the like. What I thought it would help with was entry level marketing to get your food into local stores, selling on the internet, and getting into a trade show. It did give guidance to higher levels of the same thing, and was very professionally done, just a bit above what I was expecting. If you already have an established product and do large scale production, this is a great book for you. For beginners, it doesn't really take it right out of the kitchen...its sort of a couple notches past that.

Excellent author and wonderful expertise though. Definitely a keeper for my personal library.
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13 of 15 people found the following review helpful By Midwest Book Review on November 5, 2005
Format: Paperback
The gourmet food industry is perfect for entry-level food distribution in this country: it lends to testing new products, it doesn't require large start-up investment, and it's a fast-growing industry. To enter, consult Food Marketing International president Stephen F. Hall's latest 4th edition of From Kitchen To Market: Selling Your Gourmet Food Specialty: it outlines and analyzes all kinds of food marketing opportunities for small cottage industries new to the business, discussing everything from building a product's concept using trade shows, brokers, and more. A 'must' for any newcomer cook who would market a product.
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