What kind of guerilla marketing?
Do foods like Zingerman’s cream cheese have mass market potential? Not at the level that we do it, but I’m confident that in three to five years there will be some version of it from some major marketer, just like they copy everything else. It won’t be as good, but it’ll have a picture of a nice farm on the front of the package. A slice of Zingerman’s bread can cost as much as fifty cents. Why does it cost so much? Just like with the cream cheese or anything else – it’s just a lot of work. You have a lot more steps involved. It’s relatively inexpensive to make food if nobody touches it, and if you use really good ingredients they cost more. If you take longer to produce it, it costs more. How do you make sure it’s profitable when it costs so much to make? Um, you do the math? (laughs) But you also have to make sure there’s sufficient demand to pay the freight. You do, but you don’t know if there’s demand until you go out and try to do it. In theory, big companies try to do all of that
