Guest post by Rob Hatch

My dear friend John Grossman and his wife Dawn own the Holyoke Hummus Company in Holyoke, Massachusetts. I’ve marveled at how they grew from setting up a small folding table at a local park selling falafel sandwiches to acquiring a cart. Next, they outgrew the cart and bought a food truck. They eventually opened a restaurant.

I appreciate their growth because John tested each stage and grew based on the results.

Don’t get me wrong, it wasn’t easy, and some steps tripped him up, but each stage built on the success of the previous one.

Pandemic Adjustments

In the early days of the pandemic, restaurants shut down. So, like many others, John made the switch to pick-up or delivery orders. But maintaining a full, sit-down restaurant didn’t make sense financially. [Read our October 2020 story on Holyoke Hummus.]

John adjusted quickly. He moved his food prep operations to a co-kitchen. Then, he partnered with a new cannabis dispensary where he could park his truck and serve. This spot became the new pick-up (and walk-up) location.

It was great. Locals could venture to the truck to grab a bite, and the online delivery orders kept coming.

Of course, that changed when restaurants reopened. Suddenly those pick-up orders slowed down.

So, John adjusted again.

Not going back to a restaurant

He stopped his truck service at that location and shifted his focus to his business’s catering and events side. He continued to use his food truck and food trailer, which are far more profitable than the restaurant.

While this was all happening, John hired a food scientist to replicate his hummus recipe for large-batch preparation and eventual supermarket distribution.

From the outside, owning and operating a restaurant has all the indicators of achieving a certain level of success. But, in reaching that point, it might be tempting to hold on to it too long for fear of having to do what feels like a failure or at least take a step backward.

John’s story is different. First, he did what he could to make adjustments and stay put through the pandemic. But when it became clear that wasn’t going to work, he changed his model.

Shift to What Works

The phrase Fail Forward gets used a lot. And while I get that, it seems like that’s what is happening here. But I’m not sure it is.

At its core, the Holyoke Hummus Company makes and sells delicious food. They have a variety of proven methods for getting that food to their customers. And when one of those methods stopped working, John shifted to something else; something that had worked for him before.

And the shift did work until it didn’t. So John shifted to something else that has worked.

We spend so much time worrying about our failures or attempting to mine them for precious lessons.

Maybe we need to change that approach and shift to what works.

Find out about Rob Hatch’s coaching

These apples from a backyard tree might go to waste, or they might be the start of a profitable side business.

By Becky McCray

Need an idea for your next small town or rural business? This one would make a good side hustle: Gather and resell fruit that would otherwise be wasted.

Think of all the fruit, berries and nuts that no one picks, especially in yards and public spaces in your town.

You don’t have to be in a big town, either. In my yard, we have apple, pear and pecan trees that produce far more than we can use. Then there are my neighbors’ half dozen fruit trees, the wild greens and seeds growing along the side of the road, not to mention the wealth of mulberries that drop each year. All that in a community of just 30 people.

It will be different where you live. My friends in Maine talk about gathering and cooking fiddlehead ferns, and Deb learned that you can forage for hazelnuts in Iowa in a workshop from her Legacy Learning group.

You might have heard food gathering called foraging, urban harvesting or gleaning. Whatever you call it, it’s an opportunity for a small business, especially a seasonal or part time gig.

Where to find free foods to gather

You can ask around to find good sources for fallen fruits.

• Who has lots of fruit trees in their yard?
• Who used to garden but is older now?

Knock on their door and ask for permission to harvest the fruits or plants they won’t be needing. You can even offer to split the harvest: part to them for having the trees or plants, part to you to sell.

You can also look around for fruit, berries or nuts that are free for anyone to take.

• Where is fruit falling on sidewalks or over fences into the alley?
• Where are berries or nut trees growing wild or in public places?

Look for classes or workshops in foraging or harvesting wild foods. Extension education groups or cultural heritage organizations may offer sessions.

Talk to your elders to learn what they remember about gathering wild foods. My grandmother told me about gathering wild greens for salad back in the Great Depression.

Be good neighbors

Learn to forage safely and for safe foods. Check your library for books about local wild foods you can check out. Ask librarians if they know of workshops and classes. Learn and follow the health and food safety regulations that apply in your area.

Don’t enter people’s private property without permission, of course. Ask permission if it’s not clear where the boundary is or it just seems like you ought to.

Leave some for others. You’re part of a community, so don’t strip shared trees bare or take more than you are pretty sure you can sell. Maybe take special care to leave some easy to reach fruits on lower branches for kids and elders who may come after you.

Be smart business people

Take small steps in your business by gathering a few samples, just enough to sell at the farmer’s market this weekend. Then you’ll have a better idea what and how much to gather on the next foraging trip.

Add value to your wild foods. Find out the health regulations, then try your hand at jams, jellies, roasted nuts or even baked goods.

Wild sand plums make great jelly that’s always in demand in Oklahoma. The bushes grow wild alongside many county roads.

You can add value to nuts like hard shell pecans by having them cracked. Learn how to thresh wild grains to make them more valuable to customers.

Even cleaning and displaying your fruits attractively will add value. Scout around the farmer’s market or grocery store for ideas how to make your own foods sell better.

The types of wild foods available and the ways you can add value to them will vary, so learn from those local workshops and local elders.

I bet you could even sell responsibly foraged flowers.

The county is just going to mow these wild sunflowers down. What if you cut some to sell at the farmers market?

Falling Fruits on the map

There’s a collaborative global map of free places to go look for foods to harvest at FallingFruit.org with entries in most countries including the US, Canada and Australia.

When you find good free food sources, add them to the map. As rural people, we know we depend on each other especially in tough times. That’s a good reason to share what you know.

You’re part of the Food Business Ecosystem

Gathering fruits and berries is just one part of a whole ecosystem of local food businesses. Find out more about creating a local food business ecosystem with this video we created with SaveYour.Town.

Get ready for a dozen ideas for making a better third place. Pictured is Gathering Grounds coffee shop in Avon, Minnesota. Photo by Deb Brown.

At the Main Street Now conference, I sat in on a session about coffee shops. I wrote down bunches of ideas that the audience shared. I thought you might know a coffee shop person, or you might think of ways to use these with other types of small town businesses.

• Hold trivia nights or allow groups to meet in your space to drive more business
• Start a book club in your place
• Tell your story online. How were you founded? What is your history?
• Leverage your relationships with other businesses to put together a tour of businesses, or an experience that includes more than just your business
• Host readings, where customers can come in and share their writings
• Host adult coloring groups or game nights to bring in more evening customers
• Find out more about the people who work from your space, the people who bring in their laptops and work. What is their business? Is there potential to connect with them?
• Display coffee mugs from all the different businesses in town
• Provide vegetarian and vegan choices on the menu
• Support local causes and share about them
• Promote the chance to make friends, especially for new residents
• Reach out to new residents to make them aware of your place (You can find them through real estate agents.)
• Promote how people can connect with people not necessarily like them, how you play a role in strengthening community ties across groups in town.

Do you have any small town coffee shop ideas to add? When I asked in my newsletter, here are some ideas that readers shared.

“Whenever you get a new coffee, take an air pot around to all the business near you and give samples out.”
George M. Wurtzel

“Invite a well known Barista to run a Barista course at your coffee shop. Funding could be obtained from employment groups etc. Following on from that conduct a series of classes teaching people how to make simple things like vanilla slice and lamingtons. [an Australian cake specialty] This will follow on to your clients asking you to run classes on what they want to learn.”
Graham Reid

“Our trail organization co-hosts a #coffeeoutside gathering in a park each Thursday morning with a local bike shop. It is an opportunity to walk, bike or drive to share a relaxed social hour together. It is a great way to meet neighbors and solve the world’s problems. It could just as easily be set up outside a coffee shop. The point is: get outside, drink coffee, meet neighbors. We always have one type of coffee already made up, but invite roasters, shops and individuals to roast a pot on a camping set-up.”
Beth Nobles

Here’s the Coffee Outside website.

“We are test driving a coffee shop here in downtown Paulding, Ohio as a result of Deb Brown’s visit here a couple of weeks ago. The test is Tuesday and Thursday mornings through the month of May. First two days this week have been phenomenally successful. Using volunteer ‘baristas,’ the community support has been exceptional.
“Thank you Becky & Deb for all the idea sharing and leadership that you provide to our many small communities!
David Burtch

“All these ideas about coffee shops can be modified and apply to wineries. I say ‘modified’ because of the alcohol restrictions. We have been doing many of these practices at our winery in Knoxville, IA. Tonight I am hosting a fashion show with 5 women business owners in my community. It’s the first time doing this and I hope it works well. I reached out to our business owners that had fashions or a tangent business. I know a jewelry designer that will match her product with the clothes from the boutiques. A local photographer will take photos of the models and the event. A fabric designer that makes her own jackets will model her creations. I charged $5 advance tickets (available online or at the shops) and $10 at the door. The first beverage is free, so there is very little ‘risk’ to the guests, but allows me to gauge interest and attendance. You can see our story on our website NearWoodWinery.com. I think I have a pretty good origin story on the About Us page.”

Joann Schissel

Of course, I asked how the fashion show went, and Joann shared more:

“I think the fashion show went well. We had 15 models (includes kids) and friends/relatives were in the audience. I am focused on ‘gathering my tribe’ strategy and catering to established groups of people that have their own tribe. I loved working with the women business owners and promoting their products.
“Thank you for your great advice to help small towns. I think you and Deb fill a real need for our rural communities as mentors, strategists and cheer leaders!”

What other ideas do you have for coffee shops and other community gathering businesses?

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