How to Develop Successful Farm-to-Table Dinners Mary Stewart, Oregon Farm Loop, farmloop@gmail.com June 2014 (revised January 2017)

MethodologyInformation for this study was gathered from websites that presented information about Farm-to-Table programs in Oregon in 2014, as well as an interview with Pascal Chureau of Field & Vine Events and lessons learned by the author.

What is a Farm-to-Table Dinner?Farm-to-Table Dinners (Farm Dinners) are a type of culinary tourism held on a farm. According to experts, the tourism product blends the elegance of a gourmet fine-dining meal and service with the rustic setting of a working farm, garnished with the real-life personalities of great chefs, farmers and winemakers. You can also add the element of surprise. The activity has been gaining momentum and achieving success over the past decade.

The cuisine is a mix of fresh Northwest and French country-style dinners, which are popular with followers of the Slow Food movement. Farm Dinners include the opportunity for the visiting public to come to a working farm and savor a sit-down, three- to six-course meal with wines, ciders or beers paired to each course. Some dinners offer a food-only option at a lower price. The dinners are set in a field, orchard or vineyard. The tables are tastefully set with linen, china, candles and flowers, and the menus include several courses of appetizers, entrées, sides and dessert.

The enticing menus are created from fresh, local foods that are sourced from nearby farms and wineries as much as possible. The varietal choices change depending on what is in season. The chefs seem to enjoy the challenge of taking what is available and preparing a feast that is both delicious and unusual.

Does your county have potential to develop and operate successful Farm Dinners?A county with a strong agriculture economy and a location close to an urban population center has the best potential for attracting and operating Farm Dinners.

For example, Clackamas County, Oregon, has all the right “raw ingredients” for successful Farm Dinners: close proximity to the state’s largest population center; a top ranking in farm product sales; a strong interest in locally grown and well-prepared food; hundreds of farms that have scenic locations ideal for dinners; multiple sources of a variety of top-quality local food, beers and wines; talented caterers and chefs; and motivated farmers.

If your farm is zoned as Exclusive Farm Use (EFU) land, a farm dinner may be an acceptable use according to state land use however, it’s best to consult with your county planning department before planning your event as additional permits may be required

Chef and farm selectionChefs/caterers who have the greatest success in presenting Farm Dinners are those who have a reputation for excellence and a loyal customer base; have an established restaurant or catering business with an experienced staff; and have or can easily rent tables, chairs, linens, tableware, grills, tents or shade umbrellas. A Farm Dinner is not an easy event to present, so the chef/caterer needs to be ready to cope with weather, dust, insects, loss of power, sound systems and other challenges and surprises that may come up in the course of setting up and operating the event. Another challenge is the inexperience of many farmers in

preparing for and presenting events, including where and how to park cars and buses. It is helpful to have a farm coordinator who understands events and can coach farms in how to prepare for these types of events. Menus should include ingredients and wines sourced from the host farm, as well as farms in close proximity.

Farms with the greatest potential for success are well-managed and attractive, with enough flat ground for the event area; a well-kept road; a parking area or field for 50 to 60 cars; restrooms or VIP porta-potties; a commodity that guests can order during the dinner and pay for and pick up after the dinner, or a gift shop; and covered areas for temporary shelter in inclement weather. As they plan, host farms should consider both comfort and safety issues.

Sourcing local food and beverage productFarm Dinner patrons enjoy and expect foods and beverages sourced from the host and nearby farms and wineries. When creating the menu, the chef/caterer should first consider what foods are grown on the host farm and other farms within the region, then take the time to procure the food. One of the challenges is obtaining local food that is consistent in quality and meets the expectations of the chef/caterer. Another obstacle can be the timely delivery of the food to the chef for inspection and preparation. Sources of food to consider include the host and nearby farms, farm loop farms, farmers markets, and farm and winery organizations that advertise farm-direct food and beverages.

Farm Dinners benefit both the visiting public and the farmerFarm Dinners reconnect people to their local sources of food, wines and other farm products, while bringing a new revenue source to the farmer through product sales.

Farm Dinners have proved to be an effective way to market farm products. While the guests are on the farm, they build a relationship with the farmer and the land. They purchase the farm’s product that night and as a repeat customer after the event, because they like the product and/or they want to support the farmer, whom they now know. These consumer-direct sales are very profitable for the farmer.

Marketing and sales The program for a typical Farm Dinner includes a welcome, one or more farmers and winemakers talking about their farm and/or their product, and a tour of the farm land. If the dinner also benefits a charitable organization, that organization will discuss its purpose and merit. Some Farm Dinners include live music, but amplified music may be prohibited: check the latest regulations. During the meal, order forms are distributed and diners have the opportunity to place an order for the farm’s product. Those order forms are collected, and the diner picks up and pays for the filled order at the end of the evening. Some farms may sell food, others wine, and some may sell non-food products such as nursery stock and alpaca yarn.

Farm Dinners in Oregon are marketed under several event names, including, Field to Table, Plate & Pitchfork, Dinner in the Field, Field & Vine Events, Dinner on the Farm. While the event names are different, they are all similar in format and all add up to an enchanting dining experience.   

Promotion of a Farm Dinner event is done through social media, including blogs, earned media in newspapers and magazines, websites and word of mouth. Both the farms and the caterers promote the events to their clientele groups. In 2015, pricing of the events varied from $85 per person to $200 per person. Often, the guests are celebrating a special date or time in their life, such as a birthday or anniversary.

Typically, the chef/caterer or the organization benefiting from the dinner hosts the website for the Farm Dinner(s) they will present. The website includes a compelling visual style that draws the reader into learning more and, hopefully, buying a ticket. The website includes information about the chef, a list of the dinner dates and times, locations, menus, and a link to purchase tickets and receive a confirmation of the purchase and directions to the event. The website is linked to partner websites and Facebook pages, such as farm loop and local tourism partner websites. Facebook pages provide the opportunity for the chef and farms to document the experience, and for patrons to share their farm dinner experience with others.

Ticket sales are usually handled by a reservation service, such as Eventbrite, but sometimes the chef will take reservations through his/her restaurant reservation line.

The local tourism Destination Marketing Organization (DMO) and event Regional Destination Marketing Organization (RDMO) should be informed of the Farm Dinner plans. An example of a DMO is the Clackamas County Tourism and Cultural Affairs Department. These organizations have powerful marketing tools and expertise, a voice with the media, and a keen understanding of the visitor who may be interested in participating in a Farm Dinner.

A customer list may be built by gathering names and addresses of guests who attend Farm Dinners. Use the customer list to keep these loyal followers informed about future Farm Dinners and related farm activities. Report ZIP code trends to the local DMO to help them have an understanding of the customer base for agritourism.

Licenses and permitsThe meal must be prepared and served by a licensed caterer or restaurant chef, and staff must have food handlers cards and OLCC servers permits. The meals are prepared in a commercial kitchen and brought to the farm for finishing and plating, or some courses are cooked at the farm. A temporary restaurant permit and temporary alcohol sales permit may be required. Farmers who wish to personally prepare and serve food (in quantities larger than a sample – 2 oz.) and alcohol must utilize a licensed kitchen for food preparation and will need to obtain additional permits and liability insurance that covers food & alcohol service.

Counties differ: the farm should make sure they have the necessary permits by checking with their local planning and health departments.

Pair the dinner with other activitiesRecreation was paired with a Farm Dinner when Farm to Fork teamed with Momentum River Expeditions to produce a four-day river expedition down the Wild and Scenic portions of the Rogue River to offer gourmet cuisine along the way. Some 21 guests floated by day and consumed artisan meals by night, including wine pairings with each course and discussions with farmers and winemakers around the campfire. In Benton County, a farm-to-farm bike ride culminated in a Farm Dinner.

Preparing the farm to hostHost farms need to offer a setting that is clean, scenic and pastoral, with level ground. Farms need to carry adequate liability insurance and be prepared to respond to emergencies, from slips and trips to allergies and heart attacks. Restrooms or high-quality and recently cleaned porta-potties and hand-washing stations are imperative. It is best if farms own a large tent, folding chairs and tables, but these items may also be rented. A portable speaker system will help amplify the voices of the chef, farmer and other speakers giving presentations.  

Adequate parking is important. Cars may not be parked along the side of a county road, so cars must be parked on the farm property or a neighbor’s property. A crew should be assigned to greet guests and park the cars.

Attention to customer service will help guests feel welcome, appreciated and taken care of. Farmers should think of ways to “dress up” the farm and the dinner area in order to delight guests. Greet guests as soon as they arrive, be attentive to their needs during the program, thank them for coming as they leave, and invite them to return.  

This information was compiled from information presented on the websites of various Farm Dinner operations, and then combined with the personal experience of the author. This information is for education only, and should not be considered legal advice.

Photos courtesy of Plate and Pitchfork

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