Food Business News - December 20, 2011 - (Page 9)

Editorial EDITORIAL STAFF Editor-in-chief Morton I. Sosland Executive editor, markets Neil N. Sosland Editor L. Joshua Sosland Executive editor Keith Nunes Senior editor, markets Jay S. Sjerven Managing editor Eric J. Schroeder Associate editor Jeff Gelski Assistant editor Ron Sterk Internet editors Allison Gibeson Erica Shaffer Graphic designer, market graphics, data Christina Sullivan MORTON SOSLAND Food revolution in wake of food truck growth I PUBLISHING STAFF Chairman Charles S. Sosland Vice-chairman L. Joshua Sosland President and publisher Mark Sabo Associate publisher David DePaul G. Michael Gude Bruce Webster Vice-president, chief financial officer Melanie Hepperly Audience development director Don Keating Advertising manager Nora Wages Director of design services Sadowna Conarroe Circulation manager Judith Arnone Digital systems analyst Marj Potts Manager of advertising design Becky White Director of e-Business Jon Hall Director of on-line advertising and promotions Carrie Fluegge Promotions manager Taré Torres WE’RE EAGER TO RECEIVE YOUR FEEDBACK: E-mail or write to us at Food Business News, 4800 Main Street, Suite 100, Kansas City, Mo, 64112 t is nigh on to impossible even to guess Even though the items offered might stay how many readers of this journal or ex- the same from day to day, finding a new ecutives of the food industry have eaten set of customers eager to try something at one of the food trucks that have recently new is another great plus for a truck captured so much media attention. Many moving to different and usually unplanned newspapers and business magazines have locations. carried feature articles describing the amazAs simple as this method of food ing popularity of food trucks — vehicles marketing might appear, the lessons for food parked on streets offering walk-up custom- manufacturers are quite complex. First, ers foods made and sold as the specialty of the customers of food trucks obviously the operator. While most vehicles feature of- are attracted by features that are not often ferings within the fast-food category, in that assigned to making or marketing food. Sure, they are served with haste, the offerings are a food truck might feature “healthy” fare, but for the most part totally different from what is expected The innovations and the new approaches that when ordering fast food. Yes, the trucks compete with reswork with the food trucks do appear to cast doubt taurants and food service establishments for the attention on what has been the accepted way to success in of food-buying customers. But how they compete and what food processing. they offer reflect a breadth of innovation so wide that it has prompted one astute observer to declare, “Food trucks are a little like food that is not the main selling point for large swaths of this booming food sector. New and processors.” Why this was said and how appropriate good taste reign supreme. Second, standing it is becomes an issue of importance in line to buy food to be eaten wherever, to the companies that compete as food often just standing about, does not relate manufacturers. How can the numerous to the convenience that is frequently cited food-selling trucks found on popular street as all-important for food marketing. Trying corners in large metropolitan areas be called to find a truck that offers food wanted at food processors? Standing in the long lines, that particular time implies a customer sometimes 50 to 60 people long, that are a willingness to search for a specific truck, feature of these trucks at meal time provides again a practice not tied to food marketing the chance to observe the inventiveness and success. The Harvard Business Review, the novelty that go into making and selling, for source of the quote about food processing, instance, South Korean foods in a Mexican also says of the food truck phenomenon: taco. The change from what once were carts “Consumers are telling us that they prize selling frankfurters cooked in hot water drama over utility, scarcity over ubiquity, and placed on cold buns and the array of novelty over the guaranteed sameness of the offerings by trucks signals what is at work national brand.” Whether this phenomenon signals a here. Rapid growth makes for a development fundamental shift in what consumers want that may not be neglected. According to studies of this phenomenon, in food preparation and marketing is far many of the food trucks are operated by from decided. Yet, the innovations and the young people trained as chefs looking for an new approaches that work with the food easy and inexpensive way to try their hand at trucks do appear to cast doubt on what has making and selling food. At work is the large been the accepted path to success in food investment required by a restaurant start- processing. Dramatic changes have occurred up, as well as the problems in maintaining in food manufacturing over the years, and, popularity of a specific site. Compared with yes, some of these revolutions have been these realities, the advantages of a food truck sparked by new places at which to buy and moving to varied locations become obvious. eat food. FBN December 20, 2011 FOODBUSINESS NEWS ® 9

Table of Contents for the Digital Edition of Food Business News - December 20, 2011

Food Business News - December 20, 2011
Government to decide on B.P.A. ban by March 31
Dairy Business News - Higher prices lead to sluggish fresh milk sales
Commodity, ingredient prices trending lower at year end
Editorial - Food revolution in wake of food truck growth
Food companies alleging egg price fixing from 1999 to 2008
Nestle details progress made on nutrition front
NPD Group: Restaurant traffic flat in 2011
Yum! raises guidance on global strength
Coca-Cola forms partnerships to develop 100% plant-based bottles
Lempert sees economizing as key trend in 2012
Blount buys Cape Cod Chowder Co.
Falconhead Capital acquires Rita’s Water Ice Franchise
Better margins seen in 2012
Sara Lee to buy Dutch cafe store operator
Sara Lee to base North American Meats in Chicago
Clearer picture of local food
Smithfield Foods income falls 16% in second quarter
Earnings filing delay for Diamond Foods
Health and Wellness - Researchers shed light on probiotics benefits
Ingredient Innovations - Oils factor into french fry innovation
Dairy Business News - Dairy Ingredients Symposium to be held in March
Dairy Business News - Cultures increase cottage cheese yield
Dairy Business News - WhiteWave moves ahead on sustainability initiatives
Dairy Business News - Steve Millard to lead Emmi Roth USA
Dairy Business News - October nonfat dry milk output down 12% from year ago
New Product Trends - Local foods, children's nutrition top N.R.A. trends
New Product Trends - Niman Ranch introduces all-natural beef entrees
New Product Trends - Pamela’s Products launches Whenever Bars
New Product Trends - Mission Foods adds Artisan Style Tortillas
New Product Trends - Sunsweet launches Plum Amazins
Food Ingredients Europe
Ingredient Market Trends
Ingredient Markets
Supplier Innovations and News - Cocoa production method wins Fi Europe honor
Supplier Innovations and News - System reduces acrylamide level in coffee
Supplier Innovations and News - Kalsec introduces specialty flavors
Supplier Innovations and News - Vitiva launches Sweet’nVit stevia brand
Supplier Innovations and News - Spicetec hires technical services specialist
Supplier Innovations and News - Ingredient adds shelf life, works in flavor system
Ad Index
Food Business in the News

Food Business News - December 20, 2011