Opportunities to Drive Produce Sales to Schools. Sponsored by:

Transcription

1 Opportunities to Drive Produce Sales to Schools Sponsored by:

2 Speakers Bertrand Weber, Director of Culinary and Nutrition Services, Minneapolis Public Schools, MN Cynthia Holt, CESA Purchasing, Wisconsin Cooperative Educational Services Agency, WI Jason Morse, Executive Chef, Douglas County School District RE-1, Castle Rock, CO

3 Minneapolis Public Schools Bertrand Weber Opportunities to Drive Produce Sales to Schools April 2014

4 By the Numbers 34,400 students 36% African American, 33% White/Caucasian, 19% Hispanic/Latino, 8% Asian American, 5% American Indian 65% free and reduced 36,000 meals served daily + 17,500 snacks 12,000 breakfasts 24,000 lunches 4,500 snacks 13,000 ffvp 62 sites

5 School Challenge K-8 49 Sites 4 Kitchens Secondary 11 Sites 7 Kitchens No Serving Lines

6 Market Cart Salad Bars Introduce Market Cart Salad Bars to a limited numbers of identified schools strategically located within the district 6

7 Culinary and Nutrition Center K-8 satellite IW K-8 satellite K-8 onsite Junior High Schools High Schools Pre-Cut Pre-Cut Disposable

8 Breakfast ½ Cup Fruit $0.28 per serving Lunch ½ Cup Fruit or Vegetable $0.28 per serving FFVP ¼ - ½ Cup Fruit or Vegetable $0.28 Per Serving Summer Meals ½ Cup Fruit and Vegetable $0.30 per serving Total Food Expenditure $9,206,650 Groceries $6,199,747 67% Fresh Fruits and Vegetables $2,156,903 24% Milk $850,000 9%

9 Cantaloupe: Servings Per 4 Half-Pan: Servings Per 6 Half-Pan : Turn cantaloupe to make a lengthwise cut down the middle. Half of one cantaloupe provides pieces. Present in black half-pans with tongs. ½ cup serving is 4 pieces.

10 Pineapple: 1 Case equals 2.33 (4 ) Half-Pans or 1.5 (6 ) Pans Each quarter will yield slices. Present in black half-pans with tongs. 1/2 cup is 3 slices.

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13 Serve local items from small farmers in the region Education about where food comes from Special community events (Farm to School BBQ)

14 Farm Aggregator (in some cases) Russ Davis Wholesale Nutrition Center or School Site

15 Seasonality Cost Contract vs. Special Feature Equipment/Production Labor Site Variation

16 Contract Items Carrots Cucumbers Green peppers Butternut Squash Green Cabbage Red Potatoes Yukon Gold Potatoes Special Feature Items Apples Specialty Winter Squash Sweet Corn Summer Squash Broccoli Cauliflower Kale Beets Watermelon Heirloom/Cherry Tomatoes

17 Engage Students

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19 Promote it!

20 DeRusha Eats: Mpls. Public Schools True Food Chef Council Monday, May 19, :45 AM

21 Thank You Bertrand Weber Director Culinary and Nutrition Services Minneapolis Public Schools

22 Cynthia Holt CESA Purchasing Wisconsin Cooperative Educational Service Agencies, Whitewater, WI

23 CESA Purchasing Nutrition Cooperative Whitewater, WI Founded in 1990 Secures better pricing with collective buy and bids Key activities include: Prime Vendor Bid, Milk Bid, Bread Bid, USDA Foods, & Professional Development First in the Wisconsin to organize a school food service cooperative Doubled in size in the last two years and now serves 65 School Districts Statewide Rural and urban districts with 200 students/1 school to 12,000 students/20+ schools

24 Our top Fresh Product Providers are: PFG Fox Foods (Prime Vendor) V Marchese (Agreement) FarmLogix (Farm to School) Local Farmers/Farm Coops (Farm to School) USDA Foods DOD Program

25 Fresh Fruits & Vegetable Purchasing in the Cooperative 2012/2013 $ 68,724 cs/lb (full year) Top Purchases: Petite Banana, Strawberries, Apple Slice Bulk, Oranges, Red Grapes, Romaine/Spinach/Carrot Mix, Baby Carrots Whole, Lettuce/Romaine 5050, Cucumber, Celery Sticks 2013/2014* $ 66,617 cs/lb (through May2014) Top Purchases: Petite Banana, Apple Slices Bulk, Sliced Apple Commodity, Grapes, Oranges, Lettuce/Romaine 5050, Baby Carrots Whole, Cucumbers, Romaine/Spinach/Carrot Mix, WCFRE Lettuce Shredded *Does not include FarmLogix # s which is processed through PFG

26 According to Food Service & Nutrition Directors Survey: Top Priority Fruit - Apples (Whole and Sliced) - Melon (Musk/cantaloupe melon, honey dew, Watermelon) - Orange (Whole and Sliced) - Pineapple - Strawberries Top Priority Vegetables - Broccoli - Carrots - Cauliflower - Celery Sticks - Romaine Salad Mix

27 SURVEY SAYS. 1. HOW? ½ cup, 1 cup, sliced, ¾ chunks, Bulk, 10lb Bag (each weighs differently an issue) 2. INCREASE? YES!! 3. HOW? More and frequent salad bars, 15% to 50% purchase increase 4. PACKAGING? Fun. Appealing. More Fresh. Easy to Open. Fun Nutrition Graphics. 5. ½ CUP COST?.20 to.50 (average.30) 6. IDEAS? Cauliflower packaging GAS! Guest Speakers..chefs & farmers Come to state conferences Bulk Pre Cuts that hold FRESH IS BEST!

28 How Can You Best Serve Food Service & Nutrition Directors with Fresh Produce? AGE APPROPRIATE packaging type, serving and marketing PRE PACKAGED prepping and pre-packing in ½ cup serving saves labor & easy for grab N go SAFE PACKAGING parent inquiries about BPA and AZO FREE PD training or videos on roasting, baking cleaning and processing traveling chef or rent a chef. PARENT PR promotional materials for parents and school posters, flyers, trading cards with nutrition facts VARIETY different choices than home $$FIRST AND FOREMOST QUALITY PRODUCE AT A COMPETATIVE PRICE$$$ -

29 AND TASTES GOOD! Cynthia Holt, Coordinator CESA Purchasing Whitewater, WI

30 CHEF JASON K. MORSE, CEC EXECUTIVE CHEF DOUGLAS COUNTY SCHOOLS Introducing Driving Produce Sales in School Lunch

31 WHAT ARE THE KEYS TO SUCCESS SUPPORT COLLABORATE PARNERTSHIP SITE AND STAFF SUPPORT COLLABORATE WITH STUDENTS AND CULINARY TEAM BUILD GREAT PARTNERSHIPS WITH YOUR VENDORS AND PARENTS

32 GOALS FOR SERVING MORE PRODUCE HOW DO WE ENGAGE STAFF / STUDENTS? Chef Events Produce geared events. Corn Days, Garden Harvest More exposure to wide selection of produce. Instead of Iceberg lettuce we rotate spinach, mixed greens, romaine Create excitement around our harvest bar concept Launch parties Help make produce a choice, not a forced option Engage parents, students and staff in making healthier choices Use the harvest bar as a menu item, supplement to hot lunch and as an add on to sack lunch

33 FUN WAYS TO INSPIRE OUR CUSTOMERS EVENT IDEAS AND COMPETITIONS? Mystery Basket for Kids Iron Chef Kids during lunch period ProStart Pizza ProStart Burrito Fruits and Veggies Challenge Smoothie Day Live Events Garden Events Lunchroom Visits / Interactions Shadow the Chef Chef Ambassadors Kids in Coats Holiday Events Local Agriculture Events Colorado AG Day Colorado Proud School Lunch Day Grilling Outdoor Events

34 Rebrand Salad Bar to Harvest Bar CHANGES AND THE CHANGE PROCESS Provided a template for layout and rotation Found ways in incorporate canned fruit and veg during off season to supplement Worked with our area managers, staff and students to create the buzz Worked with parents and lunchroom assistants to create etiquette standards for kids. Showed staff ways to use managers choice option to rotate produce ahead of schedule to always have Social Media We pushed it hard on facebook. Promoted something new was heading their way

35 DOLLARS AND SENSE!!! 2011 Produce Purchases - $ 125, Produce Purchases - $ 780, Produce Forecast - $ 800,000 plus Put Away 5 a Day Consumption Have grown from 30% fresh to 90% fresh Fruit and Veg program for 64,000 students

36 They are PARTNERS, not just a vendor Planning for AG events Support for Produce Events WORKING WITH OUR PRODUCE PARTNER Communicate on Local offerings / availability Support at open house / showcase events Work with them on further processed ideas / option Work with them on Grab and Go Work with them on pricing Help them Understand the USDA Guidelines and NSLP

37 Samples of New Menu Items Top Left Colorado Proud 2013 Meal Top Right Grilled Chicken Pita Flatbread Bottom Left Hummus and Pita for THB The Harvest Bar Started at 4, now in 84 Sites

38 Q & A

39 Opportunities to Drive Produce Sales to Schools Sponsored by: