Welcome to "Chef's Corner," Daniel Asher's monthly blog, where he delves into the intricate world of food, restaurants, distributors, and all things foodservice. Daniel is a chef and restaurant owner + the head of strategic relationships & hospitality at Cut+Dry.
This month was a vivid reminder of the intricate dance that is our food distribution ecosystem—a complex, interconnected chain where every link is essential. Each touchpoint, from the farmer’s field to the chef’s table, requires meticulous coordination and unwavering dedication. Importers must import; manufacturers must create; farmers must grow; ranchers must raise; drivers must deliver; cooks must cook; servers must serve. If any one of these roles falters, the entire system risks unraveling. None of it is easy, yet all of it is indispensable, forming the backbone of our industry.
I had the honor of immersing myself in this interconnected world at the IFDA Smart Conference in Charlotte. It was a deep dive into the myriad ways our food distribution supply chain is nourished and supported—a fitting metaphor for the very sustenance it provides. We showcased the innovative capabilities of Cut+Dry, with its AI-powered features enabling foodservice teams to research ingredients and seamlessly place orders with their purveyors. The conference was a convergence of minds, with keynote speakers who shared insights that will undoubtedly shape the future of our industry.
Jeff Bloomfield took us on a journey into the intricacies of NeuroSelling, exploring how our brains are wired to process information and make decisions—a lesson as applicable to the culinary world as it is to sales. Zefa Hakim, Yelp's Head of Product, illuminated how we can tap into regional and national menu trends, identify hot ingredients, and leverage self-serve technology in restaurants to offset labor costs. And then there was Matthew Luhn from Disney/Pixar, whose exploration of storytelling's power resonated deeply. He reminded us that whether we’re connecting with Woody, the cowboy doll from Toy Story, or savoring the journey of fresh summer peaches from Colorado’s Western Slope to a crème brûlée in a Denver restaurant, stories are what bring our industry to life.
From Charlotte, we returned to Monterey, California, for the IFPA Foodservice Show—a gathering held in the very heart of the produce industry, near the fertile Salinas Valley. This region, with its rich soil and favorable climate, feeds so many distributors, who in turn nourish their restaurant clients, and ultimately, their guests. The conference featured a powerful session on women in foodservice, a panel that left an indelible mark on the audience. It was inspiring to witness the impact of their stories, their successes, and their challenges.
As I walked the show floor, I was struck by the innovations in technology and ingredients that are shaping the future of the produce supply chain. Each booth was a testament to the creativity and ingenuity that drive our industry forward. A special nod goes to Natalie’s Orchid Island Juice, whose refreshing and bright juice blends kept our team energized and happy throughout the event. Networking with such passionate individuals, many from multi-generational produce companies with deep roots in the industry, reminded me why I am so deeply in love with this field. It’s an industry rich with history, heart, and an unwavering commitment to feeding the world.
Returning to Colorado, I stepped back into another role I cherish—coHosting my monthly radio show ‘Kitchen Table Talk’ on KGNU in Boulder with local legend John Lehndorff. We were joined by Andy and Julia from Grama Grass Livestock, a regenerative ranching company based in Boulder County. Their work exemplifies the profound connections within our food system, illustrating how sustainable practices not only produce incredible beef but also contribute to fire mitigation on public and private lands across Boulder County by grazing their herds. It was a revelation—understanding that our food system can play a vital role in community safety and wildfire prevention. After three decades in this business, it was a moment of clarity that tied together threads I hadn’t realized were connected.
The month wrapped up with a quick trip to Ontario, California, to visit the Vitco Foods team. Spending time with their dedicated staff, witnessing the scale of their operations, and learning about their vision and philosophy was nothing short of inspiring. Their vendor fair offered a glimpse into the latest ingredients and innovations that are empowering culinary teams to streamline their kitchens and push the boundaries of creativity. It was another vivid example of how the food supply chain is a living, breathing entity, with each person and process playing a crucial role in ensuring that restaurants thrive and communities are nourished.
In reflecting on these experiences, I’m reminded of the incredible journey that every ingredient undertakes before it reaches our kitchens. It’s a journey that spans fields, factories, and warehouses, crossing oceans and borders before arriving in our hands. As chefs, we bear the weight of this journey, understanding that each ingredient carries with it the labor of countless individuals—the farmers, manufacturers, food artisans—who have all played a part in bringing it to us. Our task is to honor this journey, to respect each ingredient’s story, and to transform it into something that not only nourishes the body but also delights the senses.
This is the beauty of the food distribution system: it connects us to places and people we may never meet, yet their efforts are infused into every dish we create. It’s a global and regional community, an intricate web that I am privileged to be a part of. Every moment in this industry, every connection made, every meal prepared, is a celebration of that incredible ecosystem.
Love, Daniel.
