1. Jeff Biddle, Southern California Produce Director, Whole Foods February 19, 2011 CCOF Annual Convention Ventura Beach Marriott

2. Grocery store distribution There are 3 tiers in grocery distribution: National – large chains have national buying offices that you want to use if you are a very large grower Regional – large and medium chains have regional buying offices Store level – everybody has stores. Some chains allow store buying, some do not Determine which size fits your business the best

3. Introducing your product Make an appointment or call ahead Bring actual product Have an idea of projected volume, price, packing options, and dates of production Know the marketplace Know what makes you different and/or better Have insurance and any other necessary certifications/documents on hand Follow up Everybody loves samples Be willing to show off your farm

4. Be Accessible

5. Differentiate

6. Partnership Before

7. Partnership After

8. Respond to customer needs

9. Educate

10. Celebrate