Website links consumers to farm-fresh produce

Entrepreneur markets quality fruit from family farms

By CECILIA PARSONS
Capital Press

FRESNO, Calif. -- Stephen Paul believes his high-tech marketing program will bridge the gap between farmers and consumers.

At a time when San Joaquin Valley tree fruit growers face tough economic times and shoppers want to put a face with their food, Paul has launched a new marketing window to act as a "virtual farmers' market." He calls it a turnkey solution for growers that costs a fraction of setting up their own online sales.

His new Gourmet Shopping Network website is aimed at moving fresh produce from valley family farms directly to consumers. This new venture is built on Paul's 23-year-old gift basket business, Bouquet of Fruits.

"I started doing this before shopping carts and Internet sales," said Paul, a gregarious entrepreneur who passionately promotes valley produce.

A fruit grower himself, Paul understands that dealing with perishable fruits is a challenge. Paul hired computer programmers to create an overnight shipping system that allows buyers to choose the day they want the produce delivered. The premise is that consumers will receive high-quality fruit, possibly even varieties that can't be found in stores, in peak condition. Growers benefit from having another outlet for their fruit. They also set the price they want.

"Moving more fruit and direct pricing is the spirit of this," Paul said. "I want to connect the grower with the buyer. If people knew how much these guys cared about the quality of their fruit, they would buy it."

Paul is recruiting more growers, but he said he is selective about produce sold on the site. Paul said his vision was an outlet for family farm operations with emphasis on high quality. That emphasis is reinforced with Paul's "Pick of the Week" feature, which spotlights valley farm families who produce unique varieties of fruit.

He would like consumers to consider the Fresno area a brand of high-quality fruit, much like they look at the Napa and Sonoma as producing quality wines.

Growers who want their own brands on the network site pay a fee that covers use of the site and photos of their produce. The grower physically packs the fruit, but Paul handles the orders, labeling and shipping.

He also plans to start a "pantry section" on the site for people who produce single items such as jams, jellies or jerky to sell online. The market would not only be individual consumers, but smaller retailers who sell specialty items.

Growers like Mike Braga of Braga Organic Farms already have websites to sell their produce. But Braga said that with Paul's experience in marketing, plus his handling of the shipping and sales, it made sense to have a place on his network.

Braga Organic Farms, based in Madera, sells pistachios, almonds and walnuts, and it wanted to expand into the gift basket line, Braga said. The business is too small to attempt such a site on its own, and he saw Paul's operation as ideal for expanding sales.

"It looks like a good fit," said Braga. "We're the only one on with organic nuts."

Cecilia Parsons is a staff writer based in Ducor, Calif. E-mail: cparsons@capitalpress.com.

Stephen Paul

Occupation: President and Internet sales manager of Bouquet of Fruits and Gourmet Shopping Network

Age: 45

Education: Sanger High School, attended Fresno State

Hometown: Fresno

Family: Wife, Gina Paul

Quote: "This is for the small guys who can't deal with the Wal-Marts and Costcos, but want to sell more fruit."

Online

Gourmet Shopping Network: www.GourmetShoppingNetwork.com.

Bouquet of Fruits: www.bouquetoffruits.com.