Preface On January 2, 2011, I strode into Foodzie’s office in San Francisco and announced loudly, “I’m going to write a book about food entrepreneurship.”

(Don’t think of me as a bad guy who invaded people’s homes. In fact, I was the food informant of this online handmade food market at the time.) On December of that year, in addition to the falling snowflakes, there was a party consisting of bacon jam,

Maple syrup and cheesecake cups have taken gourmets across the country by storm.

Some of the extraordinary specialty foods we sell on the Foodzie platform have appeared on the pages of national magazines, which has raised our profile to a higher level. During the busy Christmas season, it has to do with food production, packaging and transportation, as well as how to soothe people.

Customers' anxiety and other aspects related to the "eyebrows and eyebrows" have all become key knowledge that can be triggered and related to the success or failure of the business.

Over the past few months, small food artisans from all over the United States have been telling me about their difficult journeys.

There are legends of singing triumphant songs, and there are also stories of tragic endings and bowing off the stage. My head is full, like an unattended production line with candies piled up like a mountain.

I was quite curious as to why the food business was so elusive, so I decided to go out and create my own food brand to find out the secret.

As early as the 1980s (yes, I am not young!), when I first bought Stephen Hall's book "From Kitchen to Market", I have been trying to persuade myself to get rid of the idea of ??developing my own food.

But if we don’t do it now, then when will we wait?

So, I devoted myself to the business of "Professor Zero Nuts". After working hard for several months, I finally had an enlightenment. The way of running a food business suddenly became clear to me: there are exceptions to every rule in the teaching manual.

Because of this, even if many food entrepreneurs have joined incubation programs, read reference books, participated in seminars, and consulted consultants in depth, they still have to learn real business skills from practical experience.

There is no other way.

I put aside the business at hand and thought over and over about how to put these painstaking and honed food experiences into the hands of people who want to start a business in the future.

How will this book help you?

My ultimate goal in writing this book is to share with everyone my experience summarized through actual cases in the industry.

In order to fulfill this wish, I traveled across the United States and interviewed many food businesses.

This book collects the business wisdom contributed by more than 75 food industry experts, specialty food purchasers and entrepreneurs to help readers understand the following four aspects: ? Inexhaustible personal habits and business knowledge applicable to all walks of life.

? How to choose a business idea that best suits you and can leverage your personal characteristics.

? How to tell if these ideas are feasible?

? What specific steps do you have to take to make your entrepreneurial dreams come true?

In addition, each chapter has a "Secret Discovery" section to share with you the stories of food companies. Among them are experienced companies with strong financial resources, and of course there are also dynamic start-up companies.

In addition, the "Little Tricks for Winning" unit can stimulate ingenuity, while the "Five Attack Techniques" allows you to quickly master key tips on specific topics.

The "Key Drive-Thru" at the end of each chapter outlines the content of the chapter; the "Good Business Battle Plan" lists a checklist to remind you of important things that must be considered and put into action to help you move towards your goals.

If you can integrate the content in this book, you will master the key to stitching together various solutions and become what I call a master of "connecting clues" to make your dreams come true.

Your business and product ideas may become more perfect as a result.

After reading the last chapter, it means that the time has come. Please take it step by step, write down your own business plan, give it a try, and move towards success.

Of course, it is also possible that after careful calculation and comparison with the actual situation, you may decide that you are not suitable for starting a food business.

No matter which path you ultimately take, this book will teach you how to pursue your dreams fearlessly, and isn’t this also the recipe for pursuing a better life?

Write your vision statement: Where do you want to be?

Now you may have no experience in the food business, and you may not have the money to invest, but no matter what, you need to help you come up with a bold and fearless vision.

For you, being bold might mean "selling 1,000 jars of salsa in one year," or "making $100,000 in profit every year."

The audacity of your vision can also be the ideal of less profit and more change in the status quo.

Claire.

In her 20s, Hermiya decided to change her career path and planned to create a GMO-free organic meat brand using pasture-raised dairy beef. For this purpose, she would also provide additional subsidies to the family farmers who supply the meat.

(Until then, older dairy cows were often sent to slaughterhouses, like conventionally raised beef cattle.) She drew up a plan and traveled around to build relationships with dairy farmers.