Bay Area firm keeps tabs on organics - The Packer

Bay Area firm keeps tabs on organics

04/26/2012 02:31:00 PM
Jim Offner

“We’ve created a tour for their faculty and students to come down and understand this part of the food chain,” Herrick said.

Earl’s hosted its first tour in early April.

“Being the only fully organic warehouse on the (San Francisco Wholesale Produce) Market, we get to enjoy that stature that comes with it,” he said.

More recently, Earl’s served as a co-sponsor of San Francisco’s Earth Day celebration April 22 at the Civic Center.

Earl’s also has a presence at an annual open house at the California Academy of Sciences in San Francisco, providing food samples and displays.

“We’re doing more and more that kind of stuff,” Herrick said.

Social media scene

The company reaches the community through the Internet, as well.

The company hired Susan Simitz as its marketing director in August in an effort to build its social media presence, Herrick said.

“A lot of that is Susan being out there, getting connected to other people,” he said.

“Food is so relevant in San Francisco. It’s integrated in almost everything that happens.”

Earl’s wants to be there, whatever happens, Simitz said.

“It’s really engaging everybody, and not just our customers,” she said.

Social media is a growing part of the effort, Simitz added.

“It can’t be neglected. Everybody is starting to have a hand in it,” she said.

The effort is paying off, especially on the company’s Facebook page, Simitz said.

“The last four months, we’ve more than doubled the number of people who ‘like’ our Facebook page,” she said.

The company’s website,, has evolved, too, and now features links to partner agencies and associations, as well as weather information, Herrick said.

“We’re seeing more and more our website as an opportunity to tell our story and the story of the products we use and our attempts to do that become a real educational instrument tool,” he said.

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