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March 13

3
2010

Chef Richard Haake- 2010 Mustard Festival-Critics Choice-Chef of the Year.

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Well, sometimes you go through life just doing what you know. Next thing you know you win an award. Thanks to everyone with the 2010 Mustard Festival, the team at Winery Chefs and my wife Virginia. Oh, and to everyone I met at the awards event, you are the best. Here’s the recipe:

Dutch Mustard Soup with Speck Ham and Gouda Cheese Crouton

Serves 6

Soup;

3 tablespoons butter

1 cup leeks, white part only, finely sliced and rinsed

1 cup yellow onions small diced

½ cup celery, small diced

1 cup russet potato, small diced

2 teaspoons kosher salt

2 teaspoons white pepper

3 tablespoons flour

4 cups chicken stock or rich vegetable stock for vegetarian option

½ cup cream cheese, room temperature

½ cup crème fraiche

½ cup Gouda cheese, shredded

2 tablespoons whole grain mustard, preferably Grey Poupon Harvest

salt and white pepper

Crouton:

2 slices of sour dough bread

1 teaspoon Dijon mustard, preferably Edmond Fallot

2 slices Speck Ham

¼ cup shredded gouda

1 tablespoon soft butter

1 tablespoon chives, sliced

Soup:

In a large pot over medium heat add the butter and allow it to melt. Once the butter melts, add the leeks and onions. Cook for 10 minutes until the vegetables are soft. Add the potatoes and season with salt and pepper. Stir well. Cook for 5 minutes. Lightly sprinkle the flour over the top of the vegetables while continually stirring. Cook for 3 minutes. Slowly stir in the chicken stock. Use a whisk if necessary to prevent lumping. Allow the soup to simmer for 15 minutes until the potatoes are falling apart. Remove the soup from the heat. Allow the soup to cool slightly. Carefully puree the soup in a blender. Return the soup to a clean large pot and place over medium high heat. When the soup returns to a simmer whisk in the cream cheese and cream fraiche. Once the cream cheese is incorporated into the soup stir in the gouda and cook until it melts. Whisk in the whole grain mustard and season to taste with salt and pepper. Reduce to low heat until you are ready to serve.

Croutons:

Preheat the over to 375°F. To make the croutons lay out the two pieces of bread. Spread the Dijon mustard on one side of the bread. On the other slice of the bread place the two slices ham and top with the gouda cheese. Place the other slice of bread on top of the cheese forming a sandwich. Butter both sides of the sandwich with the soft butter. In a non-stick pan over medium high heat toast the sandwich on both sides. Use a spatula to press down the sandwich. Remove the sandwich to a cutting board to cool. Slice the crust of the sandwich. Cut the sandwich into small cubes like a crouton. Place the croutons on a sheet pan and bake for 7 to 10 minutes until golden brown.

To serve ladle the hot soup into a bowl. Top with crouton and sliced chives.

June 23

3
2009

Wine Club Retention

Wine Club Member Retention

Daily reminders of the struggling economy surround us.  Housing foreclosures are on the rise, restaurants and retailers are suffering, and businesses are cutting back.  Despite Napa Valley’s notoriety as a world-class wine-producing region, it is not immune to the effects of the economy.  Overall sales including direct-to-consumer (DTC) sales are down.  Wine clubs, which account for a winery’s best profit margins and serve as a great way to build a loyal customer base, are taking a hit.

 The average wine club member belongs to multiple wine clubs, and several are opting out completely or simply limiting the number of clubs they belong to in an effort to save money.  These members are savvy consumers and the quality of benefits offered definitely shapes their decision making process.  This is, therefore, a critical time for wineries to proactively assess strategies for wine club member retention.

In general wineries offer the same amenities to their wine club members: discounts, VIP access, free tastings, “club only wines”, reduced shipping rates, winemaker notes, recipes, and private events.  To remain competitive, it is imperative for wineries to critically evaluate their wine club as a “product” and compare their amenities and programs with their neighbors.  Wineries should focus on a number of tools to retain members, but for the sake of this article I will focus on recipes and events.

food as the natural marketing partner for wine

On premise sales are down for a large percentage of Napa Valley’s top wineries, and more people are dining at home. If your wine club offers recipes, now is the time to focus on comfort foods that pair well with the winery’s more affordable bottles.  Choose recipes with broad appeal, using ingredients that won’t break the bank. 

If your winery doesn’t offer recipes, now is an auspicious time to reap the long-term benefits of developing an exclusive recipe program to excite the existing wine club base.  Involve wine club members in the process and ask them about their personal cooking interests and then develop quality recipes to reflect the personality of the winery.  Value added collateral marketing material such as recipe pairings doesn’t just benefit wine club retention; it can also attract new membership to the wine club.

‘value events’ for 2009 and beyond

The economy is weak but that doesn’t necessarily mean wineries should limit their number or quality of wine club events.  Consumers are still looking for activities and social events, and by offering free or low-cost events, the relationship between the winery and the consumer is nurtured and equally important, the winery creates an additional opportunity for sales.  By utilizing your facility and existing talent, it is possible to successfully create budget conscious events such as a meet-and-greet with the winemaker, a crush party, or a themed supper featuring low cost dishes.

wine club member participation

Some members are more active than others, and I’m sure you’ve noticed a few regulars who attend every event.  They are obviously personally invested in your winery, so why not encourage them to participate in the planning of events?  Not only will this give them as sense of ownership, it gives you a free source of labor. 

don’t forget your other team members

Caterers, musicians, linen and tent rental companies, and a variety of other vendors with whom you have worked with have likely been adversely affected by the economy as well.  You have shared in each other’s success and will likely continue to do so as the economy improves.  And, as a result, they will probably be open to work within your feasible budgets for ‘value events’.

stay connected with your past wine club members

When a consumer does not renew their membership, save their contact information in a separate mailing list and keep in touch via e-blasts or a blog.  Beyond keeping them apprised of new wine releases, let them know you appreciate their past loyalty by sending them a recipe and wine pairing or offering a discount on value wines each quarter.  The economy is going to improve and when it does, they will appreciate your loyalty and generosity in these difficult times.

Winery Chefs offers custom support tools for wine club retention, drawing on years of experience in the culinary arts and a deep passion for food and wine.  Services include recipe development, program development and implementation, and collateral marketing material.  For more information, please visit www.winerychefs.com or contact Chef Richard Haake at 707-637-7403.

 

March 02

0
2009

Standing Rib Roast with Gruyere and Chive Popovers and Au Jus

duckhorn_primerib_cs_0018.jpg Standing Rib Roast with Gruyere and Chive Popovers and Au Jus
Serves 6

beef and au jus:
2 onions, halved and cut into thin strips
2 tablespoons garlic, slivered
2 tablespoons Worcestershire sauce\
4 sprigs fresh thyme
1 bay leaf (dry)
2 cups beef broth
1 cup water
4 bone standing rib roast, trimmed and tied*
coarse salt and fresh ground black pepper

popovers:
4 large eggs, room temperature
1 1/3 cups whole milk
¼ cup unsalted melted butter
2 tablespoons fresh chives, finely chopped
1 1/3 cup all purpose flour
1/2 cup gruyere cheese, finely grated
2 teaspoons coarse salt
1 teaspoon fresh ground black pepper
2 tablespoons butter, melted

beef and au jus:
Preheat the oven to 450°F.  In the bottom of a roasting pan add the onions, garlic, Worcestershire sauce, thyme, bay leaves, beef broth and water.  Place a flat roasting rack (or cooling rack) into the roasting pan covering the onions and herbs.  Generously season the rib roast with salt and pepper.  Place roast on the resting rack and place the roast in the oven.  Bake for twenty minutes at 450°F.  Reduce the heat to 375°F and roast the rib roast to an internal temperature of 130°F. Remove the meat from the oven and place on a sheet pan to rest.  Strain the broth at the bottom of the roasting pan through a fine mesh strainer into a small saucepan.  Season the broth (au jus) to taste with coarse salt and fresh ground black pepper if needed and reserve for service.

popovers:
Preheat the oven to 375°F. To make the popovers whisk the eggs and milk together.  Stir in the melted butter. Add the chives.  In a separate bowl, combine the flour, cheese, salt and pepper. Combine the dry and wet ingredients and mix well. Brush a 12 cup non-stick muffin pan with the melted butter.  Spoon the batter evenly into muffin pan and bake for 30 minutes until golden brown.

To serve, carve the meat off the rib bones and slice six generous portions of beef.  Set out six plates and place a portion of beef on each plate.  Garnish each plate with a popover and ladle two ounces of au jus over beef.  Serve with a side of vegetables and potatoes if desired.

* Your butcher can trim and tie the rib roast for you.

Enjoy with a glass of Duckhorn Cabernet Sauvignon.