Chefs as customers: Direct marketing of agricultural products towards gastronomy

Direct Marketing of agricultural products in Germany is of rising importance. At least 60 000 farmers offer their high quality products through this distribution channel to gain a higher profit. Beside yard sale and weekly markets the supply of gastronomic enterprises offers an auspicious potential for direct marketers. In this study the sourcing behaviour of 112 medium-sized gastronomic firms in Northern Germany has been analysed. Almost 70 % of the caterers procure at least one product directly from farmers or hunters. Concerning the requirements towards the suppliers, high quality and fair prices were ranked on top, while regional aspects or an extraordinary variety of products were mentioned to be less important. On base of factor and cluster analyses a typology of gastronomic enterprises has been developed which gives detailed information about different buying patterns and offers opportunities for target group specific communication strategies to the farmers. The following five clusters can be identified: the "Convenenience-Oriented", the "Professional Distribution-Oriented", the "Traditional Craftsman-Oriented", the "Regionally Integrated" and "Quality gastronomy". For direct marketing especially the clustergroups,Quality Gastronomy", which is characterized by high quality requirements, and the "Regional Integrated", who often can be found among small businesses, are of high interest. Cooperation with the Convenience Oriented, who insist on special services, therefore appears to be more appropriate for engaged fanning cooperations. On the whole, the study and other successful examples of direct marketing show that gastronomy can be a successful marketing channel for professional suppliers.