According to the 2016 Culinary Forecast by the National Restaurant Association, the top food trend was ālocally sourced meats and seafoods,ā number three was ālocally grown produceā and the fourth position called out āhyper-local sourcing.ā Since consumers are going loco for local, now is the time to capitalize on this craze.
The logistics of local
The 2008 Farm Act lays out that in order to be marketed as local or regional, the product must be transported āless than 400 miles from its origin, or the state in which it was produced.ā This is one way local is described; however, since there isnāt a universally acknowledged definition of local, customers will often define local based on what it means to them. A commonly accepted definition of a ālocavoreā describes someone who consumes food that is āgrown or produced within a 100-mile radius,ā but itās also defined as someone who consumes food that āis grown in the same geographic region.ā Whatever definition you follow, be sure to spell it out for your customers.
Making local work for your menu
If you donāt already have local ingredients or products on your menu, youāll want to spend some time considering your options. The current season may limit whatās available in your area, but that just gives you time to map out what to add in the future. Here are some ideas to kick off your local initiatives.
Start small
A good place to start if the local concept is new to your establishment is to highlight local drinks or drink ingredients. This can be the obvious things like locally sourced craft beers, wine, cider and liquor, but could also be the rosemary sprig you use to garnish one of your cocktails. If you already have these items on your menu, then your opportunity lies in drawing attention to Ā them, which could be done using a ālocalā icon that you place next to the item, bolding their name or sharing the short story of how you discovered them.
Shake hands
Look for local festivals and community events you can participate in. Consider being the food vendor for a local winery or brewery. Scope out the produce at your local farmerās market and get know the growers. Offer to partner with them on a special āharvestā dining experience and create a unique menu using their crops. Ā All of these are small, locally focused gestures, but they can help you build customer loyalty and meaningful community relationships.
Make your own map
Sometimes foodservice operators will try to fit their local ingredients into a very limited radius. An alternative: expand this map but be transparent about doing so. Your restaurant may be based in a large city, but you could still call-out the seafood you get from 300 miles away. Keep the focus on the region and itāll have the same impact as if you caught the fish yourself.
Share the benefits
Local food is known to help promote sustainable food practices. The food travels less and that reduces the carbon footprint. There are customers who may appreciate that knowledge and feel better about their meal choice because of it.
Source local products with NearBuyĀ®Ā
Gordon Food ServiceĀ offers NearBuy, a reporting system that helps our customers identify products made locally. It offers the flexibility to find products using your definition of local, using a defined mileage radius, state or region. It also features reporting that highlights any local purchases made within the past 12 months and identifies additional local products that could be purchased from the designated areaāoffering plenty of inspiring options to localize your menu.
Explore hyperlocalĀ
Hyperlocal is food sourced from the same community in which you reside. Although hyperlocal may not be a realistic option for all of your needs, you can incorporate it on a smaller scale. If you have a some outdoor space, plant a garden behind your building or along the side of it. Raised beds donāt take up a lot of room and are easy to maintain. Or consider creating a green roof. Even potted herbs on a patio would count. Just remember to call them out when they appear on your menu.Ā
The local food movement is gaining momentum. No matter how you choose to approach it, itāll do good things for your business and your community. And thatās something we can all rally around.