Farm to Pub: exceptional food for the average Joe

Farm to Pub: serving up exceptional food for the average Joe

by LeeAnna Tatum

In a world of chain restaurants, fast food, “branding” and other forms of institutionalized same-ness, The Green Truck Pub in Savannah strikes a chord with customers through its authenticity and commitment to producing a quality product.

Balancing core values, price points and profits; owner Josh Yates seems to have found the fine line between success and failure that exists in the restaurant business.

“On paper, it doesn’t make any sense at all because our food costs are very high,” Josh admits. “Fortunately, we’ve been popular enough, we stay busy enough, that the volume sort of makes it worthwhile … on the one hand I never wanted to go out of business and I was very careful with my money. But on the other hand, at some point, you have to say it’s not about the bottom line, it’s about delivering products at a decent price for people.”

Bringing a farm-to-table experience to Savannah locals while maintaining an affordable menu and a hip atmosphere is not an easy feat. But based on long lines, great reviews and plenty of return customers to this neighborhood joint, the crew at Green Truck Pub seems to be achieving just that.

Though the local, sustainable food movement is now growing in popularity, when Josh first opened the Pub eight years ago, Savannah was just at the beginning stages of developing a market for farmfresh foods. Those few restaurants that did feature a farm-to-table menu were located in more tourist-centric areas and geared toward a much higher price point.

“One of the big ideas, the biggest idea that we’re trying to do with this, was actually … make it accessible. And there are a lot of people that had probably ... never even been exposed to the idea of farmto-table or ever eaten that, so we really wanted to bring it to the masses,” Josh explained. “I’m actually really proud of that, that we were able to introduce that at this price point.”

The average customer at The Green Truck Pub might not even realize that they are eating grassfed beef from a local rancher and fresh-picked produce from a farmer down the road. What they appreciate is great tasting food that is unpretentious and genuinely good. Made and served with true attention to quality.

“We’ve never been preachy about it, there’s probably a lot of people that come in here that have

no idea we’re buying local beef and they still enjoy the experience and enjoy the burger. Nobody’s in here beating them over their heads with our food philosophy and I think that’s important too. It’s kind of part of the idea of welcoming everybody.”

Owners Josh and Whitney Yates

photo credit: Southern Paprika Studios

Josh may not get up on a soap box, but he definitely sets an example for others to follow. Not only does the Green Truck Pub source much of its produce and all off its grass-fed beef locally (the beef comes exclusively from Hunter Cattle Company in Brooklet), but they also endeavor to source other products and services locally whenever possible.

Craft beers from Georgia are always on tap, the booths were built by local carpenters and menus and t-shirts are printed from local companies as well. The Pub is definitely a neighborhood joint, off the beaten track of the regular tourist hot spots. But more than that, the Pub is also a good neighbor, supporting charities with fundraisers and participating in the local community.

“We believe that when the community has been so great about supporting us, we like to give back to the community and I think that’s important,” Josh said.

Josh credits his wife Whitney in large part for influencing his food journey. A long-time vegetarian she helped him become more mindful about food choices and how he shopped. Her influence is also evident on the Pub’s menu which boasts an impressive array of vegetarian options, especially for a respectable burger restaurant.

Josh, whose first career was in engineering, seems to have no regrets about being laid off from a corporate job that he hadn’t really enjoyed. He has embraced the opportunity to create something truly unique.

“One of the cool things about being your own boss and opening your own business is that you get to put a lot of your values into it,” Josh explained. “… eating farm-to-table, supporting local farmers, small farmers, supporting local craftsmen, supporting craft beer ... That’s one of the great things about opening your own ... small business, you get to do what you want to do and it can be a reflection of your own personality.”