I told you back in September about our new product sampling service called “Food Fête Delivered,” and want to provide an update.

In the process of launching this new service, it occurred to me that one of its biggest advantages is how it gets new product samples into the hands of food writers and bloggers who are simply unable to attend all the food trade shows around the country.

It’s no secret that most print publications have experienced financial troubles, which means travel budgets have been cut, enabling writers to travel to fewer trade shows.  Bloggers are generally self-funded and likely lack the discretionary income to fly here and there for trade shows, as well.

I recently conducted an unscientific survey of about 100 food writers and bloggers — mainly those who already know Food Fête — to better understand their trade show attendance habits.

I found that 56% of food writers surveyed attend 0-3 trade shows per year, which was a bigger percentage than I had imagined.  Eighty-one percent only attend trade shows that are near them geographically, with 67% of those citing budgetary constraints as the reason why.

When asked if they would like to receive new product samples exhibited at shows they are unable to attend, more than 80% of those surveyed said “yes.”  Okay, not a big surprise, but it triggered an idea about how to add a somewhat “virtual” component to food shows for press who would otherwise miss out.

If the media can’t come to the shows, then at least take the product sampling piece of the shows to them. Our plan is to produce several Food Fête Delivered shipments throughout 2010 containing new products launched at various food trade shows.

I’ll have more details soon, but I’m excited about providing new options to food companies and PR firms who attend trade shows to meet the press, just to find out many of the top writers are back in their offices.

For most of us, the holiday season means warm and fuzzy talk of food and yummy recipes. Sadly, it also reminds us of the millions of Americans who don’t have enough of it.

Just last week, the USDA reported that 14.6 percent of American households were deemed “food insecure” during 2008 — a staggering number from where I sit.  Factor in a bad economy that has led to depleted shelves in food bank, and what we have is a tragic situation that extends far after the holidays are over.

To help as much as one celebrity can, food personality Rachael Ray has taken on a special Thanksgiving project to help the 2,000 residents of Wilmington, OH, a community devastated by the economic downturn, due mainly to the shuttering of a local DHL facility.

Not only is Ray (and other organizations) keeping the shelves of Wilmington’s food bank filled for a year, she and a gaggle of volunteers are also throwing a Thanksgiving feast to be documented in a special television presentation airing Wednesday, Nov. 25 during The Rachael Ray Show.  (See the trailer: http://rachaelrayshow.com/show/segments/view/save-date/)

To support Ray’s cause in Wilmington (and other food banks nationally), photo sharing service Snapfish is offering a half-off deal on its online photo books. For every photobook purchased between Nov. 25 and Dec. 2, 2009, Snapfish will donate $1 to local food banks nationwide. Go to http://opti.snapfish.com/db/USA/RachaelRay/offer.html to create a photobook, and use promo code (RRBOOK) for the discount.

So, if you’re going to take all those family photos at Thanksgiving like you always do, help out a worthy cause in the process.

Food companies and their PR agencies who have exhibited at previous Food Fête media events don’t need a lot of convincing, but for those who’ve been weighing the pros and cons of joining us, here are five reasons why Food Fête is a terrific platform for launching new products.

1. Intimate & 100% Media-Focused: Trying to wrangle media at huge trade shows for a new product launch is tough and not getting easier.  It becomes a game of scanning name badges for “Press,” then getting their attention long enough to hear your micro-pitch.  Few editors will set appointments, and if they happen to stop by your booth when you’re speaking with a prospective customer, it’s a lost opportunity.  They’ve moved on. Food Fête is the opposite.  It’s 100% media-focused, so there are no distractions. We keep thing intimate so editors and bloggers have time to experience everything.  Our cocktail party setting also helps!

2. Relationship-building: I’ve read a lot lately questioning the future of face-to-face media interactions in the context of a changing media landscape and surge in social media. Regardless of how many Twitter media followers you have, real people are still hard at work creating content (traditional or otherwise), and having the opportunity to meet them in person to tell your (or your client’s) story can make all the difference in the world.

3. Economies of Scale: Food Fête typically attracts anywhere from 60 to 130 food media attendees, depending on location.  While media tours and desk sides are still a staple in the PR toolbox, they are becoming more difficult to book and more costly to execute. For a fraction of the cost of a media tour, Food Fête puts you in front of many of the editors you’d typically meet anyway, plus others (especially bloggers) who might never take a traditional meeting.

4. Product Sampling: The importance of getting food writers and bloggers to actually sample your products is a no-brainer. They can’t (or shouldn’t) review a product without trying it, and Food Fête accomplishes that and more. In addition to tabletop sampling, our Food Fête media sample bag puts your products directly into the media’s hands for potential review, saving you the time and expense of shipping individual review samples.

5. Credibility: As Food Fête enters its sixth year, it has earned a strong reputation for delivering quality new products at a well-produced event. A prolific food blogger for one of the country’s top food blogs calls Food Fête her “favorite food event of the year.”  Food writers get excited about attending each year, which adds to Food Fête’s event “personality,” creating added value for our exhibitors.

If you still need convincing, contact Jeff Davis at 503-719-4961 or jeff at foodfete dot com to discuss.

Our next Food Fête event is Jan. 18, 2010 in San Francisco, and we’re currently accepting exhibitor applications. Download the event brochure and application at www.foodfete.wordpress.com/forms.

Last week (Oct. 18), was our very first regionally focused edition of Food Fete, where we showcased an intimate group of artisanal foods and beverages from my home state of Oregon.

On hand were 13 companies ranging from iconic Oregon brands like Rogue Creamery, Kettle Foods and Bob’s Red Mill to lesser known (but equally amazing) brands including Rose City Delicacies, Joel Palmer House, Dulcet Cuisine and Yogi. Rounding out the roster were Artisan Spirits Handcrafted Liquors, House Spirits, Erath Winery, Firesteed Winery, Pear Bureau Northwest and Lillie Belle Farms.

Not surprisingly, the Oregon wines and micro-distilled spirits were quite popular, but what can I say, food writers like to get their drink on!  (Just keeping it real.)

The media turnout was a very comfortable 50 or so, including food editors from Food & Wine, Epicurious.com, AOL Food, Woman’s Day, Parade, Parents and Metropolitan Home.  I heard lots of favorable comments about the passion demonstrated by the individual producers, who for the most part are small, entreprenurial operations.

The regional approach was so well received that plans are in the works for additional regional Food Fetes in 2010.

I’ve had the idea for several years to create a service that falls outside the parameters of (but complements) our Food Fête press events.  Today, I’m excited to finally tell you about “Food Fête Delivered.”

This new service is based on the idea of shipping a select number of new specialty food & beverage product samples to top food journalists and bloggers who review new products, and have come to know and trust the Food Fête brand.

Submitting new product samples to the food press for potential review is the backbone of consumer product PR campaigns, and unless you have a PR firm or experienced staffer to manage that, it can be a real pain.  Media lists are hard to keep updated, and after investing the time and money to ship multiple packages, what happens after the truck drives away?

It’s that second part that got me thinking about how to get the media excited about receiving new product samples, which triggered the idea for Food Fête Delivered. In my research, I contacted food editors and bloggers to gauge their interest in receiving a single shipment with multiple samples, and the answer was a resounding “yes.”

To get their attention and encourage a fast open, we’ll be sending a Food Fête-branded box that we believe will excite them to dive in to see what surprises we’ve sent.

Comments from food editors who’ve attended our Food Fête events over the years also made me also realize that receiving review samples from Food Fête has some added value because they know and trust us to deliver on our promise of quality.

Obviously, shipping products to media isn’t enough, so we’re also creating a dedicated Food Fête Delivered website where editors can conveniently access and download product details, photographs, videos and contact information.  This online approach also supports companies’ search engine marketing and over time, and can evolve into a valuable resource for media across the board.

The cost to participate is $1,200 per product, and we’re gearing up for our first shipment in early January 2010 — to upwards of 100 writers.  Contact me at jeff (at) foodfete (dot) com to get started.

Download the FAQ to learn more about Food Fête’s newest “delivery.”

It’s hard to believe that when our Winter 2010 Food Fete event rolls around on Jan. 18, it will mark our sixth year.  Lots of fun has been had and lessons learned in that timeframe.

We’re now accepting exhibitor applications for the Jan. 18 event in San Francisco.  Unlike our New York event, which draws many of the consumer food and lifestyle magazines based in NYC, the San Francisco event is more regional and attracts more bloggers and online media.

And for those who’ve attended both, the SF event has a different vibe.  It’s a smaller event, so things are more intimate.  And if last year is any indication, the media bave a great time (the wine and cocktails help in that regard) meeting with food companies and each other.

Download the event brochure and exhibitor applications at www.foodfete.com/forms.html or from the “Forms” section on this blog.

I rarely eat at “fast food” restaurants, but if you put Chipotle Mexican Grill into that category, it’s the one I frequent the most.  Their Burrito Bowl is my standard.

Two pieces of good news:

1. Chipotle has just released an iPhone app to place orders and pay.
2. A new Chipotle is opening up in Oct. about 100 yards from where I live in Portland’s Pearl District.

I’ll soon have a new lunch spot and a lazier (er…wait…a more convenient) way to get my Bowl on!

Food Fete is heading back to New York City this Fall, but this time with a very special media event focused exclusively on Oregon’s artisinal food and beverage products.

Why Oregon only?  I relocated to Portland a few months ago and was quickly impressed by the passion and commitment to quality and sustainability that many producers here are supporting. Not long after I arrived, I got the idea to find the right platform for showcasing Oregon’s amazing products, and decided to create a regionally-focused event in New York.

To help spread the word, I’m teaming with the folks from Oregon Bounty, the culinary tourism initiative of Travel Oregon, the state’s travel and tourism bureau. I’m glad to have their support to help make this event successful.

We’re also implementing another new element with this event–namely offering two exhibitor scholarships to deserving companies that might find all the costs associated with participating in Food Fete a financial burden.

Visit the “Forms” section of this blog to download the event brochure and exhibitor and scholarship applications.

We already have 25 media RSVPs, which signals strong media support for this new regional approach.

If you know of any Oregon food and beverage companies that make great stuff and deserve national attention, I’ll appreciate your help in spreading the word.

More details to follow.

The event brochure for our annual Food Fete event in San Francisco is now available for download.  Visit the “Forms” page on this blog to download the brochure and exhibitor application.

Food Fete San Francisco will be held Monday, Jan. 18, 2010.  Event fees for the Jan. 2010 event will remain the same as 2009.

I’ve been collecting online media coverage since our Food Fete event on June 29 in New York.

Please email me any additional links that I’ve missed, and I’ll be sure to add them.

It’s too early for the long lead monthlies, but I’ve been tipped off to some expected coverage later this year.

The Product Pasha (Senor Sangria)
Intrepid Culinologist (multiple exhibitors)
Slashfood (21st Amendment Brewery)
Karen Hochman: Facebook
Bite of the Best (Kernel Season’s)
Bite of the Best (Mirassou Winery)
Bite of the Best (Senor Sangria)
Bite of the Best (Kettle Foods)
Socially Superlative (multiple exhibitors)
Slashfood (multiple exhibitors)
The Village Voice (21st Amendment Brewery)
This Next (Pestos with Panache)
This Next (Stonewall Kitchen)
TheGirlAttheParty.com (Pestos With Panache)
The Product Pasha (Antoine Amrani Chocolates)
Tish Boyle Sweet Dreams Blog (Antoine Amrani Chocolates)
Sustainable Joy Blog (multiple exhibitors)
Cookie (Kettle Foods)