 Last year, Macon County farmer Marvin Kauffman decided to take value-added production to its lowest common denominator with a startup company, Kauffman's Homestyle Jams. After all, he had been raising the raw products (strawberries, peaches and other fruits and vegetables) on his farm for more than 15 years. He knew the upscale boutique jellies and jams market was hot, and with just a little renovation, he had a place to house his production lines.
Using family recipies ("We tinkered a little," Kauffman admits), the fledgling entrepreneur turned out his first batch of strawberry jam. "We tried to carefully gear our production to demand," he says. "But the reception was good."
Kauffman took a direct approach to getting his product on the area's grocery chains' shelves—he went straight to the managers, many of whom he already knew. Kauffman was able to convince local managers that his product was tastier than mass-produced national brands, and just nine months later the Kauffman brand is on trial in 90 stores in Georgia and Florida.
From major food chain stores to the mom and pop roadside stand, Kauffman is gingerly testing the market. "We hope to succeed with promotions," says the 63-year-old Kauffman. "We are promoting a down home, home-grown product." After 15 years of operating a "u-pick" farm featuring strawberries, peaches and tomatoes, Kauffman is following the lead of Macon County's large food packagers in carving out a niche in the grocery stores of the south.
—Ed Lightsey, Georgia Trend |
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