THE FOOD SERVICE BUSINESS IS MORE THAN GOOD COOKING

                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: THURSDAY, April 8, 1993                   TAG: 9304080460
SECTION: NEIGHBORS                    PAGE: S-29   EDITION: METRO 
SOURCE: ALMENA HUGHES STAFF WRITER
DATELINE:                                 LENGTH: Medium
THE FOOD SERVICE BUSINESS IS MORE THAN GOOD COOKING
Most of the 25 or so people recently gathered in a Salem inn's conference room were, or hoped to be, small-scale caterers, food manufacturers or bed-and-breakfast inn owners. They'd come to "From Recipe to Reality," a workshop about home-based food service businesses, hoping to avoid biting off more than they could chew.
The workshop was sponsored by Virginia Cooperative Extension.
The participants' collections of handouts swelled like yeasty breads as various specialists gave out literature and talked about the food service business.
About one-quarter of the eight-hour session was spent on the rules, regulations and agencies that govern what's cooked where.
Richard Tabb, environmental health specialist with the Roanoke County Health Department, quickly dispelled any notions of whipping up a few dishes for sale in the family kitchen.
A full-service caterer would need a separate in-home kitchen, with specific wall and floor coverings, water sources, light fixtures, sinks, storage and disposal areas to satisfy the Health Department's requirements, Tabb said.
Karen Murry, with the Roanoke city Health Department, talked about food safety and noted gray areas of laws, such as proper use of gloves during food preparation and which food handlers must wear hair restraints.
Once the participants got over the regulatory hurdles, they tackled the basics of operations.
Gail Godsey of Safeguard Business Systems said many small businesses fail because their books are poorly maintained. She demonstrated a simplified system she said enables its user to save up to 75 percent of the time normally spent on record-keeping.
Danny Neel and Susan Simpson, of the Virginia Department of Agriculture and Consumer Services, talked about the wealth of marketing information and assistance available through the Virginia's Finest Program and encouraged use of ingredients made or grown in Virginia.
They also talked about developing a formal business plan and how and where to get start-up and expansion money. Possible resources included the Small Business Administration and the Home-Based Business packet, Publication 354-300, available for $7 through Virginia Cooperative Extension.
Midway through the day, three members of the Southwest Virginia Chef's Association prepared a stir-fried shrimp dish for sampling. They also demonstrated how to make decorative garnishes and critiqued product samples brought in by some participants.
The workshop's last hour was conducted by four entrepreneurs whose success has forced them to move their home-based enterprises out of their homes.
Mary Lynn Tucker, innkeeper of the Manor at Taylor's Store Bed & Breakfast, suggested doing a market analysis to make sure a need exists for your product or service. She also suggested having sufficient capital to operate for three to six years.
Audry Rogers of Audry's Wedding Designs suggested having a separate area in your home in which to conduct business. She also recommended checking zoning, license and tax requirements before laying out any cash.
Have business cards and a portfolio, and be prepared and professional at interviews. Donate a few of your products for charitable drawings, maintain your quality level and, whenever possible, give your customers a little more than they asked for, she said.
"Word of mouth is the best advertising you'll ever get," Rogers said.
Jack Beville of Chuck Wagon Catering said don't quit your day job until you know why your product or service is better than everyone else's. Find your special niche.
He said that last year his company catered about 350 events and of all the people served, he didn't think that he could afford to have one dissatisfied. "I've bitten my tongue so many times, I can't talk right any more," he teased.
Beville rated word-of-mouth advertising as very important. He also said the Yellow Pages, though expensive, are worth its cost. For businesses aimed at a specific market, direct mail works well, he said.
He was adamant on pricing: "It's got to be realistic," he said.

by Bhavesh Jinadra by CNB