6 minute read
CW Southwest gets "fresh" with exciting farmer's market produce offerings, and Lodge Bread company
Ripe for the Picking
Regional Vice President, Southwest, Tina Roberts is a force to be reckoned with, one of those visionary, go-getter types who spots an opportunity in areas where others get intimidated. (Did we mention she also owns and operates submarines for a hobby?) Therefore, when Tina decides it’s time for CW SoCal to offer local, farmer’s market quality produce (in SoCal and Arizona), you better believe it’s happening, like… yesterday (since May 25, 2020 to be exact).
Of course, it takes a veritable CW village to make the best products and produce available to our beloved chefs on the West Coast (and beyond)! Tina’s right-hand man, CW SoCal Sales Manager, Justin Lawson, who’s been on the ground floor of the produce distribution development since the “get-go,” gave us the grassroots of how CW SoCal Farmer’s Market Produce distribution got growing.
Justin shared, “During COVID everything ground to a halt. Fortunately, we’ve used our time to come up with new ideas. Tina got the brainstorm to grow our produce division (at first a modest ‘business to consumer’ effort). Initially, we were talking about doing it in CW L.A.’s new warehouse once complete (starting the end of 2020). We then got the big idea to just make it happen sooner rather than later and we improvised a system that would work in the interim.” week period. This is indicative of the interest level that's budding with our customers.”
Creating a team of respected experts in specific categories is essential to CW’s winning formula. Justin communicated the value and jump in interest chefs expressed when CW SoCal enrolled longtime produce expert (and former SoCal farmer), Casey Kramer as their first Sales Representative for CW Produce. Justin shared:
“Casey brought a lot of great customers with him and having his experience, reputation, and known ‘passion for produce,’ on the CW SoCal Produce team really validated the program. When I called vendors and shared that Casey Kramer was working on the CW team, they jumped on board. Casey’s presence cemented that we weren't just trying to muscle our way into a new category. We were bringing experience, and making it clear that we were going to do this right.”
Henry Nicholls, another very respected Farmer’s Market veteran, has also been invaluable spearheading the produce campaign and launching the idea of a future CW SoCal Farmer’s Market off the ground.
for produce distribution: “We select and bring product to our warehouse from several different vendors and growers across the region (including the Santa Monica Farmers Market). We warehouse it overnight. Our Sales Reps put in orders up until 9 pm. And finally, we have a team of selectors that pull the product each night and put it on the trucks.” “To add to this,” Justin shared, “if we're out of something. We have a separate team that goes to the LA market that same night and picks up product to ensure our chefs get what they need. It’s pretty neat that we're able to pull that off.”
Justin generously shares CW SoCal’s current process
Despite the looming array of crisis in the air, it’s uplifting to recognize the West Coast’s year-round blessing of seasonal-local produce. Now with SoCal CW making it even easier for our customers to take advantage of the bounty (from Santa Barbara to San Diego, to Palm Springs and throughout Arizona), the culinary treasure “du jour” is ripe for the picking.
Staying Essential
Lodge Bread in L.A.
Highlighting SoCal CW’s growing list of impressive chef/pastry chef customers now receiving local produce directly from CW, we zone in on local LA gem, Lodge Bread. Owned and operated by “brother-like” friends, Or Amsalam and Alexander Phaneuf, the “salt of the earth” vibed restauranteurs, and have a long enduring relationship with CW Produce Rep. Casey Kramer.
Low Down on Lodge Bread with Or Amsalam
“We started the bakery in 2014 out of our backyard. Then we built the business into a brick and mortar spot in Culver City. We specialized in whole grain, naturally fermented sourdough breads and pastries.” (Lodge Bread also offers insanely delicious artisan-crafted pizza, salads and “sammies,” etc. etc.)
“Our customers are pretty loyal. It's been nice to see that they support us, even if we can’t offer to dine in. Luckily enough, what we offer in our bakery are essential, everyday items for people. Bread and coffee and pastries is something that people need on a daily and weekly basis. It's really hard to see our colleagues in the restaurant industry suffer through this hard time. We've adapted slightly and turned ourselves into more of a marketplace that caters to people's everyday needs, making us almost like a one-stop-shop. We try and offer items that people will take home and keep in the fridge or in the pantry, like nut butters, butter, eggs and avocados, peaches (obtained from CW SoCal Produce). We do our best to help people out as well. At the beginning of COVID, it was really tough to get certain things. It was easier for us to get them for our people who didn't want to go to the store. Catering to those needs really helped us. We've done this with our sister restaurant (Kosher hummus focused), Hasiba, over on Pico Blvd. as well.” LOS ANGELES
Lodge Bread's Naturally Fermented Sourdough topped with farmer's market sourced radish and avocado from CW SoCal.
Customers are excited when they see the word TRUFFLE on a menu.
Sabatino Tartufi® has the largest truffle manufacturing plant in the United States located in West Haven, Connecticut, and another manufacturing plant in their home town of Terni, Italy.
The family-owned company established itself in 1911 and proudly services restaurants around the world with both fresh and preserved truffles.
Your customers know that truffles are a special experience and are prepared to pay for it. For the Chef, truffle products are an affordable and approachable addition to the plate, resulting in high-profit margins.
This price breakdown will help you visualize the proper amount of truffle products for your dish:
TRUFFLE SAUCE (TARTUFATA) Salsa tartfata
A savory and earthy blend (pestolike consistency) of summer truffles, button mushrooms, parsley, and olive oil.
The revolutionary Truffle Zest is a black summer truffle powdered seasoning. Low calorie and low sodium.
Item#: 10355446 Size: 5.29 oz
Suggested yield per serving:
Pizza
Burgers
Dressing
85g Serving: 5-6% Cost per serving: $0.25 - $0.30
Suggested yield per serving: Mac & Cheese
Pizza
French Fries
To learn more about truffles and for recipe inspiration, please visit: sabatinotruffles.com
