LECTURES AND APPEARANCES
Steven is lucky and proud to be asked to speak and consult so often -- six years in a row to the Food & Wine Aspen Classic, the National Geographic Society in DC, the prestigious 92nd Street Y here in Manhattan and NYU's business school. He gave the keynote address last year in Sâo Paulo to the South American Supermarket industry's anniversary convention gala. Often his tasting and lecture appearances include book signing - his first book, CHEESE PRIMER, (James Beard Award) is in its sixteenth printing. Email firstname.lastname@example.org with details to discuss.
consider the revolutionary industry-altering profit centers steve jenkins 'invented', created and executed for his own new york city stores. entirely new sources of profit and acclaim. even more reasons to have made Fairway Markets a destination, a routine.
his 'barrel oil' initiative, for instance, a particular passion of his. upon his retirement in march of 2015, his Fairway stores boasted fully fifteen different 'barrel'-imported olive oils, offered only in clear glass liter bottles, each wearing a jenkins-designed stain-resistant, hand-applied label. dedicated copy bearing all salient information written in the inimitable jenkins-style, tersely delivering the passion he and YOU have for this specific olive oil. fifteen times. and they all sold in turns that blew away the conventional brands all other stores offer. tens of thousands of weekly dollars toward sales previously un-mined. each iteration enjoyed a following tracked weekly. every single day, via jenkins' merchandising thrust, Fairway presented the barrel oils on dedicated wooden hutches featuring two-dozen grouted-out, midriff-height rings for containers filled with the barrel oils, and lucite bins filled with baguette slices for shoppers to dip, and then smell, taste. making their own decisions regarding the most important ingredient that exists. OLIVE OIL!
your favorite vinegars will manage to find their way to your famous tasting hutches, you can be sure of that.
and of course the bulk olive and appetizer extravaganza profit centers. the manner in which jenkins designed, sourced, stocked and executed the Fairway 'olive stations' is industry lore. suffice to say, this profit center, since 1997, quickly became, and remains, the most valuable, by far, dollars per-square-foot floor space in food retail history.
your coffee and tea operation? fairway, zabar's, sahadi in brooklyn, porto rico coffee in greenwich village, dean & deluca. fairway was right there with them; fairway set the standard at maximizing customer devotion, respect and profitability within this crucial segment of our business.
fresh pasta. it does not belong to your dairy department. it is its own profit center. fresh cuts - fettuccine, etc. filled (stuffed) pasta (ravioli, tortellini, etc.) fresh pasta sauces. grated and shredded parmesan and romano. fresh, hand-pulled, premises created, on-the-floor activity, delectable mozzarella, smoked mozzarella, and the diminutive iterations -- bocconcini, ciliegine. constant sampling, cross-merchandising, season-by-season.
Jenkins frequently delivers detailed composed parsings, separately and in tandem, of cheeses, charcuterie and salumi, all types of alcoholic beverages, breads and other artisanal and regionally significant foodstuffs; geography is of major interest to him, and he gives it great emphasis.
TRAINING - TECHNICAL AND MOTIVATIONAL
The 'human element' is key. It is crucial. Steve has taught the art and craft of food to innumerable people, and they have been inspired, gotten happy at their work. They have become successes at their particular specialty. So many of them are MVP employees and shop owners, leaders, managers and operators.
SIGNAGE AND MERCHANDISING
Steve Jenkins revolutionized retail signage throughout the industry. His signage has been written about in the New York Times, profiled in the New Yorker Magazine and featured in most industry publications. His first lesson to food retailers who visit a Fairway Market is to say that signage generates out-sized sales. 'No sign, no sale'. As for merchandising, there are reasons why his stores were acknowledged as generating more dollar sales per square foot than any other food stores in North America.