Next Big/Small Brand Contest

Back around Thanksgiving I received an e-mail from Tasting Table describing a new contest sponsored by The Rooster Design Group, the branding and marketing design brains behind the successful launches of Early Bird Granola and Salvatore BKLYN. The contest was an effort to discover other artisan food producers/processors in the NY area who they could partner with and help get to the next level. The winner would receive free branding and design services. Realizing the incredible opportunity before me, and with nothing to lose, I decided to go for it.

The initial contest entry requirements, a 500 word product description and pictures and/or a YouTube video seemed easy enough. With little expectations but a great deal of enthusiasm I put together a plan to create a little bio/film for Plowshares. I enlisted the aid of my wife's cousin Cassi Glisper, who was visiting for Thanksgiving and happens to be a very talented film-maker as well as great all around person!! We quickly set into action and came up with a quick 5 minute video that I think captures some of the essence and life of a small specialty coffee roaster:




With video and essay and hand I sent my entry off to Rooster and waited patiently to hear back. A few days later I received an e-mail saying I had been selected as one of the top 10 semi-finalist from over 140 entries and that I needed to come in and do a product pitch for the principals and staff at Rooster to determine my overall product viability and a chance for the finals. Armed with freshly roasted coffee, water kettles, grinder and press-pots along with examples of packaging and marketing materials I went to prove why I should be a contender. Much to my delight, they agreed and I was awarded a spot in the finals to take place January 12th at iCi in Fort Greene, Brooklyn. Wow, this was getting serious - and fun!

After a few agonizingly long weeks January 12th finally arrived and took my show to Brooklyn to try to bring home the crown. The other finalist were a great group and I knew it would be a long shot at best. These included Catskill Confections, a line of bon-bons made by Beth Kimmerle, Bklyn Batch Craft Jerky, jerky made with local grass-fed beef from Fleisher's; Better Butters, compound butters made by two young women who run the Jonas White catering company and Kombucha Brooklyn, Eric Childs's Greenpoint-based kombucha tea company. The panel of esteemed judges included:

Food Consultant Karen Karp, President, Karp Resources
Brooklyn Flea - co founder Eric Demby
Deputy Editor Carla Lalli Music, Martha Stewart’s Everyday Food Magazine
Ricotta Sensation Betsy Devine, Salvatore BKLYN Ricotta
Pr Guru Jennifer Baum, President, Bullfrog & Baum
Regional Buyer Kara Rubin, Whole Foods
THE ROOSTER DESIGN GROUP Principals, Fran Gaitanaros & Fernando Music

The atmosphere upstairs at iCi was intimate but there was definitely and underlying tension of healthy and good spirited competitiveness in the air as the hungry and determined finalists made their final pitches and product demos for the judges and invited guests. In the end it was Kombucha Brooklyn that took the evenings top spot and took home the prize. They really have a great product and I think they will go very far with the help of Fran and Fernando at Rooster. Despite the fact Plowshares didn't secure the win, I was happy and proud to just make it to the finals. The contest was a brilliant idea, tremendously executed and really highlighted the great work of people who are pursuing their passion. Congrats to Kombucha Brooklyn and the other finalists and much thanks to Fran and Fernando.

Read more here:

http://www.gourmetretailer.com/gourmetretailer/content_display/category-features/specialty-foods/e3i57da5f249d19e7dcf727c3c8d5e06543

http://blogs.villagevoice.com/forkintheroad/archives/2010/01/the_next_big_sm.php

http://tmagazine.blogs.nytimes.com/tag/rooster-design/