Berry Report...

Date:   5/24/2006 11:00:27 AM ( 18 y ago)

8:51 AM
May 24, 06

Had a request from Jennifer of the local
The Light Connection a little something
about the strawberry project.

I know enough to run this by the Whole Foods
folks before I would submit it.

Had a lot of stress about this last eve.
The folks at Whole Foods are extremely pressed
to do their jobs and run this produce department
that needs to flow like Rocket Science, as Bill
describes it, and here I come in with strawberries
that need special treatment that they might find
a home in this commercial setting that truly wants
to help the local farmers.

The success of locally grown, fresh picked strawberries
depends on a lot of education and promotion.

I watched this fourth Sunday of this enterprise
from a distance, and noticed numbers of shoppers
not even seeing the berries. They choose
the eye level commercial organic berries in plastic
because that seemed easier to see, or perhaps more
accessible, and familiar. In order to find the fresh berries, they had
to discover them at the end of the counter and see
them on a low table. They had to be aware shoppers
and let their noise lead them. Gratefully, nine boxes
of 12 pints each sold the first day. Twelve came in.
One fell to the floor bringing it in and was
and was taken into the back
for washing and other use. The other two
went back at the end of the eve, hopefully
to be sold the next day or put to good use.

There was a little sign I made with a photo of Joe
and his mom Christina that was on top, but few looked at it.
The othe sign, with the price, was place very low attached
below. In three hours of watching, of the period of the day
and eve, I did not see one person notice that sign.

There was a gap in communication between Bill the
produce manager, and Mike, who was short staff
Sunday. As Mike said, he had 350 products
and lots of work.
I come in with these boxes that
basically need special care and treatment.


Up NEXT:

I will submit a proposal to teach a class
of kids where I will read my story Joe the Farmer
about the man who never, never, never gave up.
Talked to Scott about doing a puppet show to support this.

Follow Up: All Things Considered show PBS, radio man,
possible story.

Turn in strawberry photos for signage to regional
for next season...


Here are the words I submitted to Ray Kau, who works
for Whole Foods in the Marketing department.

Below this are some pointers I would suggest
for success:

Your EG

Dear Ray, Jennifer Joe of The Light Connection
called asking for more information about the
locally grown organic strawberries that have been
selling each Sunday at Whole Foods Hillcrest,
these past four weeks.

I wanted to run this by your eyes before
it was published.

In friendship,
Leslie Goldman
Your Enchanted Gardener

Leslie Goldman, Your Enchanted Gardener
My phone here

Phone Jennifer:
The Light Connection, (760) 631-1177

__

Dear Jennifer,

Ray will be available to look at this around 10 AM
Thanks for your request for information about
this Enchanted Garden Project to pave the way for
fresh picked locally grown foods into
our Whole Foods Market Hillcrest.
I would like to make sure that Ray Kau, the head
of Public Relations for the local Whole Foods sees this
before publication in your local newspaper, The Light Connection.
I believe Ray can be reached early
Wendesday morning after 8 AM
at 619.294.2800.

If we do not meet your deadline, Jennifer,
I am sure their will be more of a story to tell
as this project evolves.

Here is a little story:

Fresh picked that morning, locally grown organic strawberries
were sold Sundays beginning April 30 at Whole Foods Hillcrest,
711 University, San Diego. Strawberries will continue to be
delivered as the season lasts each Sunday. please call Whole Foods
Market Hillcrest, 619. 294-2800 to check on availability.

"The Berries are part of an Enchanted Garden project to introduce
locally grown foods into the store, fulfilling part of their
Green Mission to support local farming," said Leslie Goldman,
The Enchanted Gardener.

The berries will continue to be sold
through the strawberry season.
"The season is over, when the weather heats up,"
said Joe Rodriquez, alias, Joe the Farmer.
To see photos send an email to Plantyourdream@cox.net.

###


An Enchanted Gardener
at Your Service!

Leslie Goldman, Your Enchanted Gardener,
SEES and plants SEEDS of success
for super RIPE people and their DREAMS.


Leslie's work is supported international by a network
of Sacred Earth Keepers who sign a Declaration of Interdependence
http://lesliegoldman.com/Declaration_of_Interdependence/id26.htm
and join the Enchanted Garden Club. http://www.lesliegoldman.com/id28.htm


Keep up with the History
of Peace on Earth:

PLANT YOUR DREAM BLOG,
225,000 hits
http://curezone.com/blogs/f.asp?f=92

Snailmail address:


"A magic day he passed my way and while we spoke
of many things Fools and Kings, this he said to me,
'The greatest thing you'll ever learn is just to love and be
loved in return.' " -- "Nature Boy," written by eden
ahbez, recorded by Nat King Cole
in 1947.


Suggestions for Care and Treatment
of Locally Grown, Ripe Strawberries
for Whole Foods Market

1. When bringing in berries to the store, please don't stack
the boxes one on top of the other.

2. Use a regular cart meant for produce. Be careful using
a shopping cart. The can fall off if laid on top.

3. Please show the berries at eye level, or the same level
as the other berries. Place empty
boxes, if necessary on top of the table or display area
if necessary.

4. Please have a large sign that indicated these are locally
grown and fresh picked.

Feedback:

During the three weeks, I was standing there speaking
to customers and taking feedbacks, about 20 or more
thanked me. Two reported to the cashier's that they felt
they were being told what to buy. They did not like this.

In future demo opportunities, I would merely indicate
the presence of the berries. Many shoppers were grateful
to be informed that the berries were present.

Some sampling occured. Customers were very inspired
by the taste.

The total were

week one--
10 boxes sold minus 4 pints.

week two--
12 boxes--12 pints each, all sold

week three--11 boxes, 12 pints each,
all sold

week four--12 boxes brought in.
9 sold. Not sure what happened to other
berries the second day.
One box fell on floor and was removed to back
area for washing and other use.

Shoppers were left to the own initiative to find
the berries. Signage with price was attached
under the berries to the table. I did not see
anyone see the sign. Berries were at lower
than eye level most of the day, and below
the other berries offered.

Toward late afternoon, I put empty boxes
underneath and rearranged signs.

Bill initiated a desire to visit Joe Rodriguez
at his farm this Friday to explore other possible products
coming in and how work through the logistics.
Gave Bill Joe's cell. Joe said that it would be possible
to drop have one of his people drop off the berries
and other products in other weeks. Thusfar, I have
been picking them up at the Farmers' Market and
bringing them in. Joe is willing to deliver foods
on other days. Bill Becket was the produce manager
for Greentree Grocers, an popular store that went
out of business. He is already familar with the products
of JR that were featured there in the days, when
Joe delivered to stores. The delivery of local foods
stopped due to difficulties with prices and dealings
with buyers.

Expenses growing local foods in San Diego County
are very high.

Bill expresses his willingness to continue
having locally grown foods from JR in the store.

Of all the products that JR grows, the berries
need the most attention. Their shelf life is higly limited.
9:18 AM
May 24, 06

Customer feedbacks:

April 30, 06

"I have not had such a good
strawberry since I left Luxenbourg 30 years
ago. IO'll be back on Sunday just for them!"
--Evonne

"Haven't had a berry like that since
Yakandinda, Austrailia."
--Richard

Sunday May 7

"Thank you for carrying
locally grown organic berries.
We really appreciate the flavor,
and supporting local organic farmers
is a good idea.'

:"Your berries were the Best!"

"I ran into Leslie in the aisles
last week and he told me about
these berries so I came back today.
They are beautiful. I'll be back again."
Sandra Sheffield

5/7/06-5/14/06

"Splendid berries- luscious and @ $2.99
a lb Incredible!!
Thanks" --Mark B

"Stunning Flavor
(smile) locally grown strawberries...

"Please bring in more local
produce, especially organic.
Also more kospher products and meats."
--August

"What a lovely day--thoroughly enjoyed
my Whole Foods experience."

Locally grown strawberries
(smile)

:Wonderful strawberries. Sweet flavor
and texture."
--Regina

"Love your locally grown strawberries!!
Mmm!!--Christy Koppisch

"How exciting to provide local organic
produce. Thank You."
--A

"thanks for selling locally grown
organic strawberries!"
Jack Soule

"Thanks for having local strawberreis.
Support the Chargers staying in San Diego!"
--T

5/14/06

"Thank ou for being willing to bring
in produce from our own best local growers!"
David Getoff
local naturpath

5/14/06

"I LOVE these strawberries.
Wish you had them always!!"
THANKS
Stephanie Miller

Hours spent---
Sundays about 27 hours
Other prep about 15
with writings and graphics

Co-sponsors of this Enchanted Garden
Project.

See photos:

Email
Plantyourdream@cox.net

I will send the gallery link.


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