Price the story, not just the harvest

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Welcome back to Field Notes — the weekly letter for the farmers, growers, and chefs of Farm2Chef and Travel Villa Kitchen. This is the farmer edition: field notes, farm news, and a harvest-pricing idea for the people who grow what our chefs cook. Once a week, never more.

From the field

Chefs look to the Farm2Chef demo board first for seasonal, story-ready produce they can cook live — if your farm or your kitchen has something fresh coming on, the board is where it gets seen. In the neighborhood: the Live Oak Farmers Market hosts its monthly chef demo on third Saturdays in Third Ward — farmers' produce, cooked live in front of the community.

A note to carry with you

I choose thoughts that are fresh, generous, and true. My mind is my first kitchen. I keep it clean.

Houston food news

Tomorrow night — Thursday, October 15, 6 PM — DiningOut's RARE Steak Championship returns to POST Houston (401 Franklin St, Downtown). More than 25 of Houston's top restaurants serve unlimited steak tastings in a judged competition, with a new VIP Omakase tasting this year. Tickets: GA $125 (7 PM entry) · First Taste $175 (6 PM) · VIP $275 (6 PM + Omakase) at houston.raresteakfest.com. 21+. For farmers: a portion of proceeds benefits the Blackwood Educational Land Institute, a Houston-area regenerative agriculture nonprofit — the farm-to-table current runs straight through this event. (Source: DiningOut.)

Pricing your harvest — tip No. 2

Anchor your premium items to story and scarcity — the variety, the harvest window, the growing practice behind them. Bundle slow movers with your stars, so a chef's trial order carries both. And offer a small, chef-priced case size: it lowers the barrier to a first order, and first orders are how standing orders start.

Follow along where the days happen: @travelvillakitchen on Instagram and Threads — farm availability, demo calls, and what's fresh.

P.S. — the coffee

Six Rows Coffee is our farm-to-cup coffeehouse. Find the café pouring at Live Oak Farmers Market on third Saturdays, follow @sixrowscoffee, or browse the shop at sixrowshouston.com.

With appreciation,
— Rio Moses
Operations & Marketing, VK Capital Ventures / Travel Villa Kitchen · Farm2Chef
[email protected]