Marketing is a lot like fishing. You put out a tasty lure
and hope to get a bite now and then. A lot of the time it’s like ice fishing; a
cold and lonely proposition. But once in a while, it’s like sitting in a quaint
little row boat on a sunny day, with a good book, a good beverage and water so
clear you can see the fish swimming near the lure. Once in a while, the fishing
is even better than the catching.
A recent email from a past metaphorical fishing trip with
an old friend:
Hi,
I
see on your website you are out of black currant vinegar. Whenever you get it
in I would like 12 bottles of black currant and 12 bottles of cherry vinegar. I
think my sister-in-law wants me to pick up a case of vinegar for her as well
and I believe that she'll be wanting 4 bottles of strawberry and 20 bottles of
cherry but I will confirm this with her and let you know.
I
have purchased vinegar from you the past two summers.
Sincerely,
Marlene
Austin,
Texas
I didn’t have to do any fishing with Marlene. She suggested the trip, 48 bottles worth, and that’s even
better.
Then there’s the recent exchange with a well-known Chicago
chef. I don’t know how he heard about Leatherwood Vinegary but chances are he
was out fishing (letting his fingers do the walking on the computer keyboard) for
some authentic ingredients for his new restaurant. He initiated a conversation
at 4:29 p.m. and it extended into the evening.
Hello,
My name is John [famous chef from
Chicago] and I will be the chef at the forthcoming [soon to be famous eatery] opening
in Lincoln Park (Chicago) later this summer. I would love to know if you have
any wholesale distribution in the Chicago area. I would love to try some of
your vinegars.
Thanks,
John [famous chef from Chicago]
[Soon to be famous] Tavern & Inn
We haven’t expanded our distribution into the Chicago
area though it is decidedly a marvelous idea. I’m sure there are dozens of
gourmet shops and delis that would do a bang-up job of selling authentic
artisan vinegar. But, not yet. When we sell wholesale, we normally require
purchase of a case (24 bottles) to make a eye-catching display in a new venue.
At this point, I didn’t know if John [famous Chicago chef] wanted to use the
vinegar in his cuisine or sell it from a shelf.
Hi John,
Sorry, no distribution to the Chicago area but if you'd like to order vinegar
in quantity, I'm sure we could figure something out.
Nancy
Leatherwood Vinegary
A mere dozen minutes passed between his first “send” and the
following message.
Hi Nancy,
Thanks for the speedy reply! What would be sufficient quantity and how
could I go about sampling your vinegars?
Thanks,
John [Famous-Chicago-Chef]
We’ve found that we sell much more vinegar when people
have a chance to taste it. In the past we have sent small tasting lures to
potentially large fish but…well…actually…I thought this would just be a flash in
the pan so why not enjoy the dance and offer a taste of Minnesota instead of
trying to cash in on a big fish.
Hi John,
It would be so nice to be able to do
some kind of virtual tasting experience for you. But...well...let me just
assure you that in ten years of having people taste our vinegars, the only ones
that weren't impressed were vinegar haters...er...ya...it wasn't that they
didn't like our vinegar, they just didn't like vinegar. But, our youngest
taster was about 8 months old and the oldest in the 90s and most love it. The
fruit flavors hold the flavor of the fruits from which they are made. The
herbals speak loudly of their herbal infusions.
Normally we require a wholesale purchase
of a case (24 bottles) which are priced at 65 % of retail. Since you're
considering using the vinegar in your menu (is that right or is your query for
retail sales?), and I assume emphasizing the local (domestic) nature of the
product, we would be willing to reduce the requirement to six bottles. We ship
via [a fast and dependable delivery service] in the five-state area and Chicago is included in this
area. We can ship 6 bottles for about $14 though we would need your zip code to
determine an exact amount.
If you'd like to look at our current
inventory on our website (www.leatherwoodvinegary.com)
and choose six, send a check and we'll ship them. If you'd like
recommendations, let me know.
Nancy
It was 11:08 p.m. and John was still on the line.
Hi Nancy,
Thanks for the helpful info. I love your excitement about the
vinegars…makes me more excited to taste and use them! We would be
utilizing them for foodservice, not retail as well. My zip code is
60605, although the restaurant's is different and I'm honestly not exactly sure
what it is at the moment. Here are my six to choose from…and please steer
me in a different direction if you suggest something I haven't picked since you
know these much better than I do).
Apple
Chokecherry (mainly because I have no idea what that is and I'm intrigued)
Plum
Anise Hyssop in Rhubarb
French Tarragon in Grape
Thyme in Peach
Can you send me a total and I will send you a check? Thank you!
John [Chicago’s finest]
I, however, had gone to bed and didn’t get his message til the
next morning. I checked with Ron and though John’s selections looked good, we
only had one bottle of Anise Hyssop left and if he wanted it in any quantity,
we wouldn’t be able to accommodate him until we’d made more.
Hi John,
Your choices look like good ones.
Chokecherry is a tall shrub that grows wild in this area. It has clusters of
small dark cherries that are very tart. They're most often used in jelly or
syrup (if the jelly maker isn't successful in getting it to gel, which happens
often enough). Of course wine makers like to use them, too.
I'd like to swap out the Anise Hyssop in
Rhubarb for Basil in either Rhubarb or Tomato. As a chef you know how wonderful
basil is in anything with tomatoes. Basil in Rhubarb is a very
"local" thing while Basil in Tomato is a delightful twist on using
basil with tomatoes. The tomato wine isn't much to write home about but when
it's been converted to vinegar and infused with basil, well, it's pretty
special. What do you think? (Oh, and Ron says there's only one Anise Hyssop
left and if you decided to use it regularly, you'd soon be out and we may not
have any more for a while. The Anise Hyssop herb is off to a slow start in this
rainy spring/summer we're having.)
So, your total for three fruit vinegars
at 65% of retail ($7.80 each) and three herbal vinegars ($9.75 each) plus
$12.47 for shipping equals $65.12. Be sure to include the address to which you
would like it shipped.
Thank you!
Nancy
Though up late the night before, John was awake early and
thinking about vinegar again by 8:59 a.m.
Hi Nancy,
Thank you for the guidance.. I'm actually curious about both of those vinegars
you suggested.. Should I swap out something else for one of them? Either way,
I'll defer to you.
The address of the restaurant is [on a
lovely avenue in Chicago]. Is there any way to pay online or do I have to
send a check?
Thanks,
John [Famous and ambitious Chicago chef]
I’d already led poor John down a winding path so what did
I have to lose?
Ooohhh...I
would think you'd want to try the French Tarragon and the Thyme. For only the
cost of the vinegar and 40 cents additional for shipping, you could get 7
bottles. Oh, and then there's the Scarborough Fair that has a great story. The
lyrics of Simon and Garfunkel's song is from an old old poem of impossible
love.
Are you
going to Scarborough Fair?
Parsley, sage, rosemary, and thyme;
Remember me to the one who lives there,
For once she was a true love of mine.
Tell her to
make me a cambric shirt,
Parsley, sage, rosemary, and thyme;
Sewn without seams or fine needlework,
If she would be a true love of mine.
Tell her to wash it in yonder well,
Parsley, sage, rosemary, and thyme;
Where never spring water or rain ever fell,
And she shall be a true lover of mine.
And on it
goes for several more verses in which she responds with impossible tasks for
him to do if he wants to be her lover again. Our Scarborough Fair vinegar is in
mixed fruit, which in this case is a blend of apple and rhubarb. The four herbs
combined with these two fruit flavors create a totally new party on the taste
buds with no impossible tasks whatsoever.
But now I'm
just making your job of choosing vinegar more difficult! Sorry. Eight bottles,
perhaps?
Nancy
Five minutes after my discretionary digression, John had
made a decision.
You sang to
me via email.. Sold. Eight it is!
Is there any online payment available or
no?
Thanks,
John
Yay!
Sorry, no, no online payment option. I
keep meaning to arrange something. But checks and cash still work for us.
Nancy
Ok, no
problem.. Can you send me an updated total and I will put a check in the mail
today?
Thanks,
John
A few days later, John’s check arrived and the eight
bottles were on their way. I sent him an email so he’d know they were coming.
Hi John,
No song today. How about a movie: "You've got mail!" Well, at any
rate, your vinegar is on its way : )
Nancy