And Now A Word About Us...

I've spent the last few posts writing about our staff so I guess it's only fair that I tell you a little bit about us. Barry was born in Ft. Knox, KY and raised in Cincinnati. He worked with his dad in the homebuilding business before starting a career at Cincinnati Milacron. At the same time, he completed his degree in Business from the University of Cincinnati.
I was born and raised in Granite City, Illinois. I attended Miami University, got my degree in Elementary Education, took a teaching job in Mt. Healthy, met Barry, and the rest is history.
When the entrepreneurial bug hit us, we started our own homebuilding company and built and remodeled homes for about 25 years. When the building industry took a downturn, another opportunity knocked and we switched gears to start Daisy Mae's at Findlay Market. We've determined we're the only homebuilder turned tomato seller in the Cincinnati area!
The last five years have been a time of learning, organizing, sweating, cooperating, and imagining. We're determined to make fresh produce easily accessible so look for us to continue to innovate, experiment, and fine-tune our fresh produce market until we have removed all obstacles. For a small business, the work never ends, and at times, the monetary rewards are minimal. We've realized, however, that the relationships you develop when running a small business are what you value over time. We know it's not about the houses...or about the tomatoes...It's about the people.
Thanks for shopping local and thanks for supporting us at Findlay Market!

Getting to Know Ajoke

You probably know Ajoke Ferrell by his wonderful smile. He's only been with us a short time at Daisy Mae's, but he's already turned many customers into friends. Ajoke was born in Brooklyn, NY and came to Cincinnati to study electronic media and communications. He enjoys working at Daisy Mae's and does a great job explaining our specialty products and sharing samples with curious shoppers. He likes Findlay Market because you can get so many healthy products and you can always find something unique to take home. When he's not working or studying, Ajoke enjoys online gaming, clubbing, and hip-hop dance. Look for his friendly face next time you're at Findlay Market!

Going the Extra Mile

At Daisy Mae's Market, we emphasize to our staff how important it is to "Meet and Greet" our customers. We feel that people have lots of choices as to where to shop for fresh produce, and in order to differentiate our company from the big box grocery stores, it's extra important to show our customers that we care about them. Shopping at Findlay Market needs to be more than just hurrying in to buy groceries...It needs to be an experience.
If you saw my post from March 12, you know that I'm not only a big fan of the Cincinnati Reds, but I'm also a big fan of their customer service department. The thoughts I expressed in that piece were reinforced when I was contacted a few days later by Michael Anderson, Public Relations Manager for the Reds. According to Mr. Anderson, my blog post "was the buzz in the office." It seems that the Reds had been spending the month of March training their entire staff, over 2200 employees, in the "Reds Way."  This training program emphasized, among other things, making a connection with fans. As it turned out, timing was everything, and my blog post must have been one of those "teachable moments" where the public relations department could show that the system was working.
One thing led to the next, and I received a phone call from Craig Warman, Director of Ticket Client Services. Mr. Warman expressed his appreciation for my story, and then offered me an opportunity to purchase two tickets that had come available. Of course, I was thrilled, completed the credit card purchase over the phone, and waited for the tickets to arrive in the mail.
If you're beginning to grasp the Reds' philosophy, you'll understand the tickets didn't come in the mail. No, for an organization emphasizing connecting with the fans, you don't just lick a stamp and put it on an envelope...You deliver the tickets in person.

Today, 2 days before Opening Day when I'm sure they had a dozen other things they could be doing, Mr. Anderson and Mr. Warman came to Findlay Market and hand-delivered my tickets. They went the extra mile...Not only did I get the tickets, but we also got another example to share with our staff about customer service...our own little "teachable moment."
Thanks, Mr. Anderson and Mr. Warman. Hope you realize your training goes way beyond those 2200 Cincinnati Reds employees.

Daisy Mae's Opening at Findlay Market!

Yes, it's true! We'll be opening our fresh produce market at historic Findlay Market in downtown Cincinnati starting November 3. We'll be open Tuesday through Sunday. We're thrilled about the potential and look forward to meeting old friends and new at this location. Check back soon for more details.

Parish Produce Program

We are expanding our mobile produce service. We have designed a program where non-profit groups, initially churches, can set up and operate their own produce markets. Here's how it works: The church pre-orders fruits and vegetables by the case. We deliver the order at a pre-arranged time. The church decides pricing and hours of operation, and arranges for volunteers to man the market.
Since we have fresh fruits and vegetables available year-round, the market can be open at whatever times work best for the particular organization. Most churches arrange delivery so that produce can be sold to parishioners following the weekly service. Youth groups, choirs, or other subgroups within the church share responsibility for set-up, sales, and take-down. Some items are seasonal so availability and pricing are posted weekly on our website at www.daisymaesmarket.com.
Each church has the option to expand its produce market to the local neighborhood as part of a community outreach program. Churches also have the option of donating any leftovers to a local food pantry.
The best part is the profit potential. For example, if a group purchases a 25 lb. case of tomatoes from Daisy Mae's Market for $15, they may then sell the tomatoes for $1/lb. and realize a profit of $10 per case. Most items have a profit potential of 40-50% so if 200 parishioners spend $7 each per week at the market, there is a potential to earn about $700 per week for your organization's fundraising needs.
Everyone loves fresh produce, and we've found parishioners love the idea of shopping "on location" after church. The secret is to be consistent. Once your customers realize you offer FRESH produce on a regular basis, your profits will grow.
It's a win-win-win situation for everyone. Healthy foods, fundraising, outreach all in one!

Easing Back into Things

We've been away for a few days...spent 2 days in Washington, DC visiting Matt and finding out more about his summer internship at the Bureau of Justice Statistics. Then we went to Charlottesville for a couple days to unwind from the hectic DC pace. We stopped by the local Saturday morning Farmer's Market in Charlottesville and spent time comparing prices and admiring the produce. The potatoes especially looked great---so clean with hardly a blemish. Some of the berries looked wonderful, too...but so expensive compared to what's available at Cincinnati grocery stores.
Meanwhile, back on the home front, we're continuing to move forward on our new "permanent" location. We should have something to announce in the next week or so. We're aiming to be ready to roll when the local sweet corn is available.

Hot Fun in the Summertime

It was a scorcher this weekend in Cincinnati...hot and humid. The morning crowds were good at Traders World, but by mid-afternoon, folks had found something better to do. Saturday was especially brutal for us because it was so windy that we couldn't put the umbrellas up. It was a constant battle to rotate the fruits and vegetable and keep misting them to avoid losing things to the sun.
We've been tracking customers for the last few weeks. There are some definite patterns developing as far as heaviest traffic times and customer spending habits. Of course, these things will change as we change locations, but Barry is doing a good job of recording the data. In order to be successful in the produce business, you must learn to reduce shrinkage. The only way to do that is to keep good records of what's coming and going.

I used to be Plastic but now I'm Elastic

I'm a planner. Operating a fresh produce market takes planning...but it also takes an ability to adjust as things happen. I'm the type of person who has things on my calendar that are 6 months down the road. I also have lists and post-it notes everywhere. Since we've started the produce business, I'm slowly learning to be more flexible and not "micro-manage" everything.
We've been opening the produce market on Saturday and Sunday from 9-5 at Traders World Flea Market in Lebanon, Ohio. Jeff does the buying, and he buys what is available at a price we can afford on Thursday and Friday each week. That means that we don't actually know what our inventory will be until Friday night when Jeff loads our vendor carts (the rolling Lazy Daisy Handcarts that were custom-made at Kin Products). Also on Friday, we're comparing local prices at grocery stores, in newspaper ads, and on-line to determine just how we need to set our prices for the weekend. In fact, most of the pricing won't be set until we actually arrive at the stand on Saturday morning. Barry and Jeff call back and forth on their cell phones, and I scurry around writing the prices on the signs. It's all a little too hectic for me, but I'm starting to adjust.

Fine-Tuning

My friend Simon from Kin Products suggested I change the template and color scheme for the blog. I think he's right. I'm still experimenting with a few things, but my goal is to make it "pleasing to the eye". Let me know what you think about the changes.

Barry and Jeff started insulating the trailer today. Of course, it took longer than they expected, and they ran into a few "snags, " but it should be done tomorrow. As the temperatures heat up, we'll be glad it's done.

We needed 15 cases of tomatoes for our favorite vendor at Findlay Market tomorrow, but Jeff can't get any at all tonight. The Florida rain is still playing havoc with supply and demand. Maybe by tomorrow morning, they'll have something...Timing is everything. It's hard for me to understand how a case of something can cost 4 times more than it cost a month ago...

Gearing Up for Weekend #2

They got the air conditioner installed in the trailer yesterday. If it works like it's supposed to work, we'll be able to plug it in and keep everything nice and cool. Barry and Jeff are going to insulate the trailer to help, too. All of that will add to shelf life and minimize trips to pick up new inventory.

We've lined up Emily and her friend Jennie to work a few hours this weekend. I need to pick up shirts for them today---and money aprons. We're still using "generic" lime green shirts, but we're about ready to order the "real" shirts with our imprinted logo.

I can't believe how many "Farmer's Markets" are around this summer. It seems like we used to have 3 or 4 in the Cincinnati area, but this year there must be at least 20...Most have websites and the Enquirer has an interactive map to show the locations. I think it's a combination of the economy and the green movement. Either way, if it keeps fruits and vegetables on people's mind, it's good for all of us.

Findlay Market is booming!

http://www.soapboxmedia.com/devnews/0605findlaymarket.aspx

It Pays to Get an Early Start

Barry and Jeff were at Findlay Market this morning before the sun rose. They delivered 130 cases of assorted vegetables to their regular vendors. They think the vendors are starting to gain confidence in their reliability and in the quality of the products. In fact, they've got more orders for Saturday and Sunday. This whole delivery-wholesale aspect is a gigantic research project...What sells? What are the different names and grades of the products? How should the items be displayed? What do you need to transport the products and have them arrive in perfect shape? In addition, it's a chance to build relationships with the Findlay Market vendors who have a wealth of experience to share.

Planting the Seed

Somewhere during the last year, the seed was planted. The first thought of a new endeavor poked its little head through the soil. The homebuilding business was in the tank; we needed something different...We needed the same kind of change that you feel when the first signs of spring begin to appear...the tiny buds, the freshly-cut grass, the first daffodils to bloom. 

Exploration, contemplation, commensuration, and determination eventually led to our focus. A chance discussion with his brother Jeff convinced Barry to investigate the world of fresh produce. 

Trips to Findlay Market, conversations with vendors, hours of reading, and informal market research have brought us to where we are today: the birth of Daisy Mae's Market.