I’m currently working on the 2nd Edition of my book, Money for Jam – the essential guide to starting your own small food business. It was published in September 2013, and since then, legislation has changed in relation to food labelling, or Food Information for Consumers (FIC) as its known in the trade! So, I thought this might be a good time just to share my top tips for starting out, just to keep you happy until my new book is published that is!
The header image (taken by @annaclarequinn) features a few jam producers I’ve come across – Daisy’s Pantry from Co.Louth, a Blas na hEireann winner; BoPeep Jams from Drumshanbo. Co.Leitrim, relaunched recently and a favourite of many childhoods of the past; Bramble Lodge Foods fro Co.Sligo; Erin Grove from Fermanagh (I love love love this unusual flavour!!) and Murson Farm, also from Sligo.
(1) Do your research – check out the competition! Is anyone else doing what you’re thinking about doing? If so, are they doing it well? Can you do it better? Look at their packaging, prices, where they’re selling, portion size, labels, branding.
(2) Try to fill a gap – make something that isn’t already available locally. While it’s very easy to start baking at home, the market might be saturated with cupcakes in your area. Shop keepers are always looking for something different that will sell.
(3) Work out your costs – how much does it cost you in ingredients and time to make it (and don’t forget to pay yourself!). This will help you to work out how much you can charge for it:
A Cost to produce (raw materials & packaging)
B Cost of processing / baking / preparation
C Cost of transport
D Cost of selling (market fees, store charges)
E Staff costs – starting with your own required income!
G Sales value
(4) Ensure that your kitchen can handle your new food business – ask your local authority / Environmental Health Officer to call and take a look. Most home kitchens are fine for low risk foods like baked goods, bread, jams, vegetarian, but NOT ok for meat, fish, dairy, prepared salads, sandwiches. You might have to extend or move to a suitable premises.
(5) Get Advice – from mentors, advisors, networks, Local Enterprise Offices and others – ask everyone for help, there’s plenty of it out there so you don’t have to shoulder all the burden! Check out www.supportingsmes.ie for potential funding supports.
(6) Leave the Branding / logos until you have your recipes sorted out. People love this part, but sometimes jump ahead to it too soon! Branding is no quick job, it takes consideration. Check out this handy guide.
(7) Labelling is really important – there are very particular legal requirements for labels which you must follow including Allergen declaration, weight, nutrition information, ingredients and so on. make sure you do this properly before you print labels or order packaging. Mistakes can be costly!
(8) Packaging will help protect your food as well as simply presenting it for sale. packaging might also determine the target market – no matter how good the food is, if the packaging is cheap and shoddy looking, it won’t sell to high end consumers.
(10) JUST DO IT – Once you make your first sale – you’re in business!
The photos below feature some producers from Mayo & Roscommon who took part in the Bord Bia / SuperValu Food Academy programme in 2016/17, one day this could be you!