Reflecting the rising demand for specialty and artisan food products, UC Davis Extension is hosting a two-day workshop chock full of advice on how secret recipes can be turned into new commercial food products.

The workshop, "Getting Started in the Specialty Food Business," scheduled for Saturday and Sunday, May 20-21, in Davis, will introduce participants to the realities of marketing their products.

"The specialty food business can be exciting and rewarding, but there are pitfalls that should be avoided," said Shermain Hardesty, a marketing specialist and one of the course instructors. "One of the biggest mistakes people make when starting out is ineffectively marketing their products."

Hardesty notes that while producers usually are passionate about their products, they often fail to convey meaningful differences between their products and the vast array of established products already on store shelves. The workshop will cover how producers can effectively differentiate their products by addressing key marketing issues, including promotion options, package design and distribution strategies. Information regarding safe food production methods and regulatory requirements also will be presented.

In addition to marketing tips, the course will draw upon the experience of successful entrepreneurs who will share secrets and offer advice on building a flourishing gourmet food business, including how to form and finance a new enterprise. Participating in the workshop will be speakers from Nugget Markets, Cowgirl Creamery, Moon Shine Trading Company, Sylvan Border Farm and Mad Will's Food Company.

Lucy Olson of Gabriel Farm, an organic fruit orchard in Sebastopol, Calif., enrolled in the 2005 specialty food workshop through UC Davis Extension. Olson was interested in bringing value-added merchandise to her small farm and was looking for product ideas. She came away from the workshop with new information as well as renewed confidence that she had a future in the specialty food business. She decided to develop eight or nine new manufactured goods, rather than just the one or two products she had originally planned to market. Olsen credits the workshop and the reference materials she obtained there with helping her find a local co-packer for her products.

The $510 workshop fee includes a course text, two lunches and a Saturday afternoon social. The fee will be waived for reporters covering the workshop.

More information about the workshop and how to enroll is available online at http://www.extension.ucdavis.edu/agriculture or by phoning toll free (800) 752-0881.