Say you want to take a swim, but have no pool and only one litre of water. Here’s how you do it without social media:

You begin by shopping around. You search all over web, look in the yellow pages and make telephone calls, ask your friends for referrals and drive around visiting a number of different suppliers. Since this is such a significant purchase, you devote weeks of your time, money and energy searching until you finally find the one you like and can afford.

Now it needs to be delivered.

You arrange for delivery of the pool. A truck drives from the supplier to your home and drops off the materials.

Now it needs to be installed.

Depending on the style of pool, your installers must have a certain level of expertise to complete the job. This process can take a few days or a few weeks, and is not cheap. But they come everyday and finish the job and now you have your pool.

Now it needs to be filled.

You could fill it yourself with a hose, but that would probably be a strain on your water resources. It could mean running the well dry, or putting a lot of strain on your municipal water supply (and a lot of strain on your wallet). You could also have the water delivered, which though more convenient, would nonetheless not be cheap. You decide what’s best for you, get the pool filled, and you’re ready to swim.

Hopefully you know how to swim. If not, you have to learn, which involves time, lessons, driving, scheduling, etc…

Now you have to maintain the pool and water.

You have to buy kits to make sure the PH is balanced, purchase chemicals, do testing, keep it clean, etc. You may have to hire cleaners and testers if you can’t do it yourself. More cost. More hassle. Less time doing what you wanted to do in the first place: swim.

Here’s a better solution, courtesy of social media:

You sign up with a community of 10,000 other people just like you who have only one litre of water but want to swim. This community provides for you a pool already built and filled, and experts who perform all the maintenance and upkeep. The only catch is that everyone in the group has to contribute their one litre of water to the pool, and pay a small service fee to those who built and maintain the pool (which, because so many people are involved, is very low).

This is a great solution because now everybody gets to swim without any lost time, hassle, running around and expenses! Not only that, but the expert swimmers help out the intermediate swimmers, and the intermediate ones help out the beginners.

It’s the power of collaboration. It’s social media, and it works.

Photo by: http://www.flickr.com/photos/hamed/

2 lbs. BCfresh Red Nugget Potatoes 1 kg
1 BC red bell pepper, cored and thinly sliced into julienne strips
4 whole BC green onions, diagonally sliced
1 stalk BC celery, thinly diagonally sliced

Dressing:
1/2 cup buttermilk 125 g
1 Tbsp. finely chopped fresh chives 15 mL
1/4 tsp. finely grated lemon peel 1 mL
1 tsp. Dijon mustard 5 mL
Pinch of salt
Freshly ground white pepper

Optional:
6.5 oz. chunk light tuna packed in water, drained 184 g

Instructions

Scrub unpeeled potatoes, cutting larger ones into halves. Place in a large saucepan with 1/2″ (1 cm) water. Bring to a boil. Reduce heat to medium, cover and gently steam for about 15 minutes or until potatoes are almost tender when pierced with a fork. Strain, return to the burner and shake briefly to dry. Set aside to briefly cool.

Meanwhile, prepare dressing combining ingredients in a large serving dish. Stir to blend. Add partially cooled potatoes along with red pepper strips, green onions and celery. Toss together to evenly coat with dressing. Refrigerate to completely cool. Add chunks of drained, chunk light tuna and additional gratings of fresh pepper before serving, if you wish.

Makes 4 servings.

8 medium BCfresh BEETS, cooked and peeled
1/2 cup plain low-fat yogurt 125 mL
2 Tbsp. liquid honey 30 mL
1 tsp. Dijon mustard 5 mL
1/8 tsp. grated nutmeg .5 mL
2 Tbsp. chopped fresh mint 30 mL
Grated rind and juice from 1 orange
Salt and pepper
8 large BC LEAF LETTUCE leaves
2 BC BARTLET or ANJOU PEARS
Watercress sprigs

Instructions

In large bowl, combine yogurt, honey, mustard, nutmeg, mint, orange rind and juice and salt and pepper to taste. Stir beets into yogurt dressing.

Arrange 1 lettuce leaf on each of 8 salad plates. Spoon beet mixture onto the top of the lettuce. Thinly slice pears. Arrange pear slices and watercress sprigs on top of beet mixture.

Makes 6 servings.

“Dammit, Ed!  The province raised liquor prices! What the hell!  you already have to sell your first born child to get a fifth of Jameson, what is it now? Two unborn children?”

You see, in the States, liquor is about 30% less expensive than it is in Canada, so I think that reference point contributes to her frustration.

I should point out that beer and wine prices remain unchanged, though for some this is little consolation.

US beer is generally more watery and the alcohol affects you less than it does in Canada.  For example, drinking 24 US Pabst Blue Ribbons, which would cost you about $18.00, affects you about the same as drinking 18 Canadian Pabst Blue Ribbons, which  would cost $25.00.

While these numbers are not referenced from any official data, they are based on personal independent studies I conducted while at University.

In some ways, it’s good that the province controls liquor prices, but as the Georgia Straight article sites, some politicians believe it’s part of a bigger scheme of “gouging consumers in the province of B.C.”

Next on the list:  Hashing out the liquor service policy in Vancouver.  Stay tuned…

Greetings, from Industry Blender,

We’d like to thank all of you who receive our newsletter every month, and invite you to join the conversation that’s happening on our site. We’re creating the best, most interactive food community on the web, and we want to hear from you! Go here to register you or your business,

customize your profile, and start blending!

Our feature article helps you understand how our site works, and you can visit our blog to learn more about the content on our site. If you’d like to contribute your expertise and get noticed, email us and we’ll help get you on your way.

FEATURE ARTICLE: FOOD ISN’T JUST SOMETHING WE EAT, ANYMORE
		Food’s just something we cannot stop talking about. We want to experience it with all our senses, swoon over it with our friends, follow it around with our cameras, write it love notes, canonize its artists, and build great houses of worship in its honour….(read the full article here).

LOCAL SPOTLIGHT: SMALL BUSINESS IN THE COMMUNITY
		We’ve begun a new feature at Industry Blender called Local Spotlight, where each week we ask local business owners to provide insight into their operations, and reveal some of their recipes for success. They’re all experts at what they do, so you’re likely to learn something valuable from the advice and information they have to share….(read the full article here).

BUSINESS: MARKET SMARTER, NOT HARDER
		It’s tempting for business owners to hibernate during, this, the winter of our economic discontent. Everyone wants to freeze their marketing budgets, and hunker down until warmer economic climates arrive…(read the full article here).

GLOBAL: CONSUMERS PUSH FOR MORE TRANSPARENCY IN FOOD
		It’s remarkable how utterly undiscerning many of us are about what goes into our mouths. Fortunately, we’ve begun to ask about those nine-syllable additives in our breakfast cereal, and learned the truth about misleading, “hydrogenated,” “natural” and “enriched” labels…(read the full article here).

MARKETING TIP OF THE WEEK: PROMOTE YOUR EXPERTISE
		The internet has afforded people the luxury of having a voice, and what better way to use that platform than to share your expertise with the world for the benefit of your readers and business…(read the full article here).

And why not? We have an insatiable appetite for this stuff! We know all the celebrity chefs by name. We support the countless number of food websites out there, scouring the web for recipes, news and information. Even the most casual among us enjoy watching The Food Network from time to time (and we’re even starting to admit it, too).

Food is our obsession. We want to experience it with all our senses, swoon over it with our friends, follow it around with our cameras, write it love notes, canonize its artists, and build great houses of worship in its honour. We consume food like, well, food. It really isn’t just something we eat, anymore.

Ok, we get it. Everyone’s talking about it. Now what?

Well, the first thing to do is find out what people are saying, and who they’re talking about. Television, radio, newspapers and the internet are where we normally get our information. These are great advertising outlets for big businesses with big marketing budgets, but small businesses need people talking about them, too.

One 30-second Super Bowl commercial alone costs $3 million to air! And why is it so expensive? Because millions of people will see the message, and this is very important for business.

Since very few businesses this much to spend on advertising and other resources, there has to be a better way – and there is! You can reach millions of people just like Pepsi and Budweiser, and do it by spending hardly any money at all.

Social Media Saves You Time and Money

With social media, you contribute a little, and receive lots in return. Here’s how it works:

Say you want to take a swim, but have no pool and only one litre of water. What do you do? Well, you collect 10,000 other people just like you who have only one litre of water but want to swim, and let a social media platform like Industry Blender serve as your pool. If everyone contributes their litre of water to the pool, then everybody gets to swim! All you’re paying for is the cost of the pool which, because of the volume of users, is very low.

The Power of Collaboration – Imagine the Impossible!

If you operate a bakery, for example, social media platforms are helpful because they allow you to link with other bakeries in your area quite easily. Before you know it, there are 100 bakeries in your group.

You talk to each other about the challenges you face, share stories, recommend, give advice, and team up. You provide each other with easy-to-access information and resources, which means no more searching all over to find what you need. Over time, the sum becomes much bigger than the whole of its parts.

Know your Competitors

Wouldn’t this group make things too competitive, you ask?

Not really. A large group of bakeries will get much more attention than a single one here and there, and attracting bakery customers is your primary goal. You can also use social media to keep up with what other businesses are doing. Watch what successful companies do and try to emulate those strategies. Social media gives you detailed access to this information, and makes it really easy to find.

Understand your Unique Advantages and Let your Customers Know About Them

On the other hand, since no two bakeries are alike, you can celebrate your differences and market to different types of customers. One bakery may specialize in custom wedding cakes, while another is set up for mass production. The great thing about social media is you can have an actual conversation with your customers, which puts a face to your business that people require these days before they will buy. Cultivate relationships, reinforce your brand, and take control of what is being said about you.

Market to Millions of People on a Small Budget

The ultimate goal is to be highly visible to people searching for bakeries, and from there you develop niches and set yourself apart. This large union of bakeries is very noticeable to customers, and now you’re a force which demands attention. Now that you’re getting noticed, other bakeries will want to join your group, and soon you’re a powerhouse of bakeries. You continue to pool your resources, become more and more visible to potential customers, and everyone does better business in the end.

Harnessing the Power and Speed of the Internet to Stay Competitive

Things happen very fast, so you must be able to converse quickly. If you have lobsters or other inventory that hasn’t been selling that you need to get rid of immediately, you can’t wait to announce a special in the paper, or count on a sign being seen on your restaurant or around town.

The best method is to post your information where other seafood lovers go for the latest information, just like how Craigslist works for people with classifieds. Advertising online is instant; there’s no need to wait for the “next issue,” or worry if you have missed a deadline date

Word of Mouth Advertising

One reality emerging is that people trust word of mouth more than advertising. This is why customer referrals are so important.

People love commenting about restaurants, movies, etc…, so use their opinions as free advertising. Post referrals you’ve received on your website and use them in your other marketing, as well. Information that comes from unbiased members of the general public is most powerful in influencing the decisions of others.

Encourage comments about your business because, on the internet, they spread fast or “go viral.” You’re probably worried about negative feedback, and, yes these spread faster than positive comments, in fact. But not everyone is going to be happy, so luckily social media is very defensible. You can quickly put out fires before they spread because you’re always conversing with your customers.

Most social media sites like IndustryBlender.com allow customers to comment directly about the goods and services they received. These comments are set in stone, so if you’re a business that takes care of its patrons and provides an excellent service, you will be rewarded.

1 unbaked pie shell
3 cups (750 mL) apples, peeled and sliced
1/2 tsp (2.5 mL) cinnamon
1/3 cup (80 mL) granulated sugar
2 eggs
3 Tbsp (45 mL) butter, divided
4 oz (125g) light cream cheese
1 tsp (5 mL) vanilla
3 Tbsp (45 mL) brown sugar
1/4 cup (60 mL) all-purpose flour
1/4 cup (60 mL) chopped, toasted nuts (optional)

1. Preheat oven to 350°F (180° C).
2. Place apples in pie shell and sprinkle with cinnamon.
3. In mixing bowl, combine granulated sugar, eggs and 2 Tbsp (30 mL) of the butter until creamy.
4. Add cream cheese and vanilla and blend until smooth. Pour over apples.
5. Combine brown sugar, flour, remaining 1 Tbsp (15 mL) butter and nuts, if using. Sprinkle over pie and bake for 1 hour.

Courtesy of BC Tree (http://www.bctree.com/recipes/index.php)

Per serving:
Calories: 312
Carbohydrate: 25 g (41%)
Protein: 4 g (8%)
Fat: 10.5 g (46%)
Fibre: 1.7 g
Sodium: 142 mg

In a saucepan over medium heat, melt the butter and sauté onions, potatoes and asparagus until the onions are translucent.  Add chicken stock and 1 cup (250 mL) cream or milk and simmer until vegetables are tender. Season to taste with white pepper. Purée mixture in a food processor or blender until smooth, then pass purée through a very fine sieve or strainer, using the back of a spoon to help push liquid through.  When mixture has cooled add plain yogurt and the other cup of cream or milk, blending well. At this point the soup may be reheated over medium heat, or chilled for 4 hours if serving cold. Garnish each serving with 1 tbsp (15mL) of sherbet and dill sprigs. Serves 5-6.

Luckily, it doesn’t cost you hardly anything to market anymore. Thanks to the internet, creativity and knowledge are the new currencies. Adhere to these simple promotional tools and you’ll get that extra publicity boost you need to take your business to the next level.

Advertising Vs Public Relations

Before you begin promoting your business, you need to ask yourself the following question: What’s the difference between advertising and public relations? It may sound like a no-brainer, but many business owners use these terms interchangeably. They’re different, and here’s how:

• Advertising: This is the term for a paid public promotion of a product or service (i.e. newspaper ad or online ad banner)
• Public Relations: This is an unpaid promotion intended to create goodwill for a person, product or company (i.e. press conference or press release).

Now that you know the difference between advertising and publicity, it’s time to consider including some “public relations” initiatives into your marketing plan. Here are some can’t-miss actions you should take:

Create news-worthy press releases:

Not all news necessarily warrants its own press release, so exercise a bit of caution, here. Before you send out a press release, consider if it’s a topic that would interest the local media (or national media – depending on the scope/region of your business).  It’s really quality over quantity, here. If you are a food supplier, get to know your local community groups so you may contact them to break your news. If you’re a restaurant, send press releases to your local newspapers, internet groups, and advertise, advertise, advertise on many social media outlets. There are many places to post your press release online, and make sure to check your press release for errors and mistakes before you send it out.

Websites, blogs and social networking sites:

These are free publicity tools (a website is more expensive, but it’s an essential long-term investment) are readily available at anybody’s fingertips. If you haven’t developed a website or created a blog, then you are missing out on crucial promotional opportunities. Social networking sites such as Twitter, LinkedIn, Facebook, and Industry Blender are tools of connectivity and promotion that you simply cannot live without. They generate potential leads and customers, and can reach many more people than traditional advertising at a fraction of the cost

Organize free or low-cost special events:

Utilize your company’s conference room or restaurant for an after-hours or off-hours event that will help you meet new people and generate buzz for your business. It’s important to thank your customers and clients in this way because the gesture makes them feel appreciated. Even if it’s only an inexpensive morning coffee event, it’s important to put a “face” in front of your clients and customers. In this age of the email, text messaging, and voicemail, business owners sometimes forget that people buy from people, and that physical meetings will only enhance your transparency and “realness” that people seek when they’re buying in person and online. Free or low-cost special events put you right in front of your clients again.

Become involved in your community:

Even if you can’t afford to make a monetary donation, your volunteer time is just as important both for promotional purposes and to help worthy causes. Involvement allows you to give back to your community and provides a great networking opportunity. You can also give in-kind donations for auctions (both products and services), which is another great way to promote your business (and are tax write-offs). Pick a charitable organization that has personal meaning for you, and become a good steward within your community. You will meet other business owners and possibly land new clients and prospects.

Attend events that really target your audience/target market:

Before you take on every networking event or trade show, ask yourself a few questions: Is this event going to help my business? How many people are attending? What’s my return on investment? Is it free or is there cost involved? How many leads/contacts do I hope to land as a result of this event? Don’t get into the bad habit of saying “yes” to every event because you THINK you need to attend them all. Pick and choose the best networking events that you think will provide the most benefit.

21^st century business owners market smarter, not harder. Try out some of these cost- effective tips and you’ll boost your reputation, become more visible to your customers, and improve sales more than you ever thought possible.

Our interest in food has increased dramatically in the last 20 years and now receives a level of attention normally reserved for celebrities and musicians. We can identify television cooking shows and the internet as catalysts for this shift, delivering new ideas and trends in food production to the mainstream.

Our consciousness about health and wellness has put food right under the public’s noses. Most mass-produced food contains chemicals added either during the production process, manufacturing process, or both. With cancer rates on the rise, food recalls receiving more press than shark attacks, and obesity an epidemic issue, consumers are fighting back against the supposedly “regulated” products that government agencies and their producers have deemed fit for consumption.

And most importantly, we want the truth, and unlike with television or newspaper articles, the internet is a medium where we can be immediately heard, and have, in effect, become a vocal driver in how businesses operate.

Consumers want accountability and transparency from the companies with which they do business. Big corporations have been attached with horrible stigmas for years, and with social media the opportunity for unflattering news to spread has never been stronger. Smart companies realize this, so they’re going right to the source for their validation: their customers. The customer is either your most valuable asset or a force of complete destruction. Word travels fast (bad news many times faster than good) so reputation management is becoming just as important as the actual product produced.

Our evolved obsession with food came about because food has a tremendous amount of “trend-worthiness.” Every good trend requires a high-volume interest base, prolific players within the activity or idea, and a level of accessibility.

The first proof of this is to consider the simple fact that everybody eats. Who wouldn’t take an interest in food? But food can be looked at from a necessity and interest standpoint. Yes, we all have to eat, but we also need constant hydration without just drinking water all the time. Gatorade, juice and soda all provide a little spice and variety to the experience. And it’s the same reason people still eat out at restaurants despite the fact it’s discretionary spending. Eating at home is uninspiring at best, unless you live with a professional chef. There’s only so much the average person can do in the kitchen, so they need restaurants to satisfy their needs for elevated taste experiences.

As a culture, we’re very keen on keeping up with celebrities. I think professional chefs make the perfect celebrities because they’re very enigmatic, charismatic, and often have unique personalities. They’re a lot like artists; they express food in extraordinary ways which can take your breath away. The fact that the best chefs in the world just do it better than most everyone else means that people are going to find them interesting, follow them, and thus the best ones are exceedingly popular.

The final reason food is ripe to be a lasting trend is that it can be prepared by anyone. Only the fortunate few ever become celebrities from cooking, but the ones that have made it are constantly in our consciousness, selling products, starring in television shows, releasing cookbooks, and opening restaurants. And people love them. I can’t think of a single celebrity chef that isn’t positively embraced (or, at least, not hated), but I can think of countless athletes, businessmen, actors and generic celebrities that are less than desired by the public. All in all, it’s great to be a celebrity chef, and if you have a stove, some ingredients and a few good ideas, you can impress your date, serve high-rollers, and maybe one day get a cooking show of your own.

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