Launching November 2015
48 New Beekman 1802 products that include ingredients grown on small American farms will debut on Target's shelves in November 2015. A percentage of profits to be given back to small farmers.
When Target first started carrying our "Mortgage Lifter" Heirloom Tomato Pasta Sauces last year, (25% of profits aid small American farms,) we had no idea how big our partnership would eventually turn out to be.
Let's just say it's now officially at full-on Lovefest levels.
And it's all because of you. You said you wanted to help small farms and you did. You cleared Target's shelves of our sauces. Many times. And took "shelfies" that you shared on social media. You were the front line in our "Farm to Shelf Revolution." Well, Target noticed...
Late last spring they asked us if we could make any more products using small farm ingredients that would also give a percentage of profits back to farmers.
"How many new products? And by when?" we asked.
"50-ish" they said. "And we'd like it on shelves in November."
"Gulp," we said. Actually we didn't say that. Instead we said: "Sure we can!!"
Full disclosure: we had no freakin' idea how we were going to pull this one off. We had seven months to crack a problem that giant food manufacturers and global retailers have been struggling to figure out for decades: how to get small farms represented on national grocery shelves.
But when opportunity comes knocking on our barn door, we shovel away the goat poop and answer it.
So we tracked down great manufacturers around America who were known for making the best tasting products in their categories, and were big enough to service Target. We shared our Beekman recipes with them. Then, we told them: "go out and meet your neighbors. Specifically, nearby farms."
A lot of manufacturers turned us down. They order their ingredients from giant global suppliers, and didn't want to change their processes. But there were other brave and daring manufacturers who said: "Great idea! We're on it!"
They went out and met their neighboring farms. Negotiated prices. Helped them work through federal regulatory issues. In return, the farmers could lower their prices since there was a guaranteed volume. Selling the entirety of one crop before it's even grown is attractive to small farmers who survive on the hope of selling a little bit each week at the Farmers' Market.
We're still working out kinks. Our country's existing food system isn't set up to get small farms into big production chains. Some products have more ingredients from small farms included in them than others. But we're striving to include as many farms as possible. And once we've proven that this process can work, we know we'll have more farmers and manufacturers jumping aboard. And of course, we'll still be giving back a percentage of the proceeds to innovative small farms through our Mortgage Lifter Program.
So, thanks to you, and the hard work of a lot of brave manufacturers and small farmers, there is now a winner in the Farm-to-Shelf Revolution.
48 winners, to be exact.
Yep, we managed to create 48 new products that will be on Target's shelves this November! From salad dressings to salsas, from baking mixes to granola...you now have a way to help small American farmers every time you grocery shop.
We'll be posting profiles of the farmers supplying products for Beekman 1802 Farm Pantry all autumn in preparation for November's Launch. Meet the first farmer here.
So, can we count on you to clear the shelves again?