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Truffles (of the tuber family, not the chocolate variety) have been highly prized for thousands of years. And rightfully so. Their limited supply and amazing flavor have elevated them to cult status among gastronomes worldwide, yet to many, they still remain a mystery.

Perhaps it is their earthiness and richness of flavor, or maybe it is the method in which they are gathered, or it could even be their price. Whatever the reason, the mystery that surrounds truffles has created a following that has elevated these fungi to heights few foods ever attain.

Truffles are edible fungi that grow mainly at the base of oak trees (but also hazelnut and poplar trees) in the forests of Italy, France, Spain, Croatia, Slovenia, China, and yes, even in the U.S. (the forests of Oregon and Washington). Traditionally, they are painstakingly harvested using trained truffle hunters - pigs. However, because of a pig's affinity for the taste of the truffle, many truffle producers have turned to dogs to root out this delicacy. The slow, laborious, and uncertain process of gathering truffles, coupled with their limited quantities are the primary reasons truffles bear such hefty price tags.

When educating consumers about truffles, the most important information to impart is that dozens of truffle varieties exist. This knowledge alone will help them understand why there is such a broad range of prices.

When discussing truffles, the white truffle from Italy's Alba (Tuber maganatum Pico) and the black truffle from the Perigord (Tuber melanosporum) are the most well-known truffles. For the true truffle aficionado, the search for truffles would not be complete unless they experienced the Alba or Perigord truffle. While these varieties may receive the most publicity, their availability in the U.S. is minute compared to truffles from elsewhere, as the majority of truffles harvested from these areas are consumed by residents. Those that do make it to the U.S. garner a high price. In the winter season, white truffles from Alba can vary in price from $50 to $100 an ounce and black truffles' prices can range from $55 to $125 an ounce.

Although these two species are the most famous, they are but two of many different varieties of truffles finding their way to the U.S. market. And while they may have a cult status, it doesn't mean that truffles from elsewhere are lower in quality.

"When it comes to black winter truffles," explained an importer, "if France, Italy, and Spain all have sufficient rain and a good season, the truffles will generally be of the same quality. The same is true of the white truffles, whether they're from Alba, Tuscany, or Umbria."

Alba and Perigord ones aside, truffles from elsewhere in Europe and even the Himalayan Mountains in China can be just as tasty, and fit the budget much better. Some edible varieties from the U.S. include:

The Oregon white truffle (Tuber gibbosum Harkn.) is most abundant during the late summer and early winter. It has a cheesy aroma and smells of freshly roasted hazelnuts. Another variety from Oregon is Tuber murinum, a species that fruits during the summer under a Douglas fir. With an aroma similar to the Oregon white truffle, it is often sold as such. The Oregon black truffle (Leucangium carthusiana) has a fruity flavor with hints of pineapple, papaya, and coconuts, making it delicious with meats, especially fowl.

The California black truffle (Tuber californicum) may be found almost all year-round and is reported to often need a little sweetener added to it but is delicious grated onto butter or honey and then placed on French bread or in dark gravies.

Whole truffles are hard to come by in specialty stores because fresh truffles at the retail level are almost impossible to handle.

"More often than not," explained one importer, "selling fresh truffles will create bad customer relations because the truffle is already days old by the time it reaches the retailer. It then sits in a display case and continues to deteriorate. When the customer is charged $90 an ounce, he is often disappointed. Unless a retailer can be assured of selling three to four pounds of fresh truffles a week, I'd advise against it."

So, what can you do to satisfy your customers' 'truffle' demand? Supply them with truffle flavor, which is available in a variety of forms from truffle oil to truffle flour. Canned or dried truffles provide a great way to use this delicacy in a variety of recipes. The dried truffles from the Himalayan Mountains have a fine mushroomy flavor that is equivalent to that of a summer truffle, and may be used as a substitute.

The easiest way to enjoy good truffle oil is to melt butter in a saute pan, toss in cooked pasta, drizzle the truffle oil over the top, and finish with Parmagiano-Reggiano cheese. As for tapenades, the easiest way is to open the jar and make a bruschetta with a little added truffle oil, or pull the skin away from a Cornish hen and stuff truffle salsa underneath it while it is cooking.

Though truffle flour makes a tasty pasta, for day-to-day use, it should be used as a seasoning to thicken a sauce or just sprinkled over scrambled eggs.

As for truffle butter, add a tablespoon of it to grilled steak drippings and pour it on top of the steak.
Nothing beats the taste test when it comes to determining which truffle products to sell in your store, but it's also important to work with a reputable vendor, preferably one who specializes in truffle products as opposed to one who just happens to have a truffle product among their extensive line.

Everyone wants to experience truffles at least once, so provide them with that luxury! The many varieties from so many places make them an affordable indulgence that will constitute a wonderful inclusion in your customers' culinary endeavors and subsequently delight them.

Home Coffee Grinders

You would think that by now consumers would understand the importance of grinding coffee just prior to brewing. You might also assume that those who do grind it would realize how important a consistent, appropriately sized grind is to the final brewed flavor. Unfortunately, many do not, and since the home coffee grinder category is filled with so many options and price points, confusion often arises.

Typically, consumers unfamiliar with the differences between grinders understandably wonder why one retails for $25, while another costs $200. By offering several options from basic models up to those of commercial quality along with providing a bit of easily absorbable education during the selling process, you can ensure that your customers will be satisfied with their grinder purchases long after they leave your store.

The most important fact your customers should know about brewing coffee is that freshly ground beans will certainly have an effect - for the better - on the final brewed coffee. Beyond that, customers should be aware that the size of the grind affects the brewing process. For example, too fine a grind causes the water to pass through the grinds too slowly and thus, overextracts the beans' flavor, as well as overextends the brewing time. Conversely, if the grind is too coarse, the water will pass through the grinds too quickly without fully extracting the entire flavor from the bean. Further, the grind must match the type of brewing - espresso, drip, or French press, for example. To help consumers better understand how the grinder will affect coffee's final brewed flavor, it is important to educate them about the differences between the grinders lined up on your shelves.

Generally, retailers stock two kinds of grinders - blade and burr. A blade grinder has a rotating stainless steel blade that slices through the beans to produce the coffee grind. While blade grinders can accomplish the basic task of grinding beans at an affordable price, they have a few drawbacks, which may not make them the best choice for your customers.

Blade grinders' steel blades continually whir at lightning speed; therefore, they heat the coffee slightly, a process that adversely affects the flavor of the brewed coffee. Additionally, the blades are indiscriminate, chopping some beans coarsely and others finely, and reducing others into a super-fine powder. Besides the problems associated with incorrect grind size previously mentioned, the super-fine grind, often called "coffee dust," can clog coffeemakers' filters and the sieves of espresso machines, causing maintenance problems, as well as affecting the final brewed coffee's taste. And, because the majority of blade grinders possess only one grind setting, the user is unable to choose the type of grind they would like according to the type of coffee they are brewing.

The advantages afforded by blade grinders include ease of use and low price, both of which are desirable for first-time users. Blade grinders are pretty straightforward in their construction, often requiring little more of their users than the mere switching of the on/off button.

A host of blade grinders are on the market and even within this category range from basic to more sophisticated models. Beyond the grinder's aesthetics, consumers should seek a blade grinder with a large-capacity hopper, one capable of holding a sufficient amount of whole-bean coffee to brew 12 cups. A clear lid on the hopper is helpful as it enables the user to monitor grind consistency. Various blade grinders also include a pulse button that allows the user to manually control the grinding. Other safety features, such as a lock mechanism that automatically turns off the machine if the lid is removed, make blade grinders a good choice for the occasional coffee drinker or the consumer who demands simplicity.

Blade grinders may also be used to grind dry herbs and spices; however, you should recommend to customers that they use a separate grinder for this purpose, as the oils from the herbs and spices can taint coffee being ground in the same machine.

Burr grinders are an excellent choice for grinding all types of coffee - from those destined for everything from percolators to professional espresso machines. Since burr grinders for home use are more akin to the professional grinders used in specialty coffeehouses, they offer much higher precision for the grinding process, as they allow customers to choose the appropriate grind necessary for any type of brewing.

Relatively easy to use, burr grinders often guide the user to the correct setting for a specific application: French press, espresso, automatic drip, and so on.

A burr grinder's main components consist of two stainless steel pieces that are either flat or conical. The top burr remains stationary while the bottom one rotates. The size of the grind is determined by how closely the two pieces are set, and because they are adjustable, they allow the user to grind to the same consistency every time. Burr grinders offer multiple grind settings - some as many as 16, which allows the user to grind to his/her own preference. While burr grinders have more powerful motors than blade grinders, the burrs rotate slower for cooler grinding.

In addition to more sophisticated grinding mechanisms, burr grinders also offer additional features like sensors that grind a pre-selected amount of beans, or electronic timers that can be set to grind beans for two to 12 cups of coffee.

To reduce the amount of static generated during grinding, consider a design that reduces the incidence of this problem, preferably one employing die-cast metal (as opposed to the static cling of plastic) and a glass bean hopper.

Consumers want convenience, so point out how easy burr grinders are to clean. Guide them towards machines that have removable blades, and designs that have rounded edges and lack seams so ground coffee won't become stuck in their crevices. Many burr grinders also have dishwasher-safe components, among them the bean hopper or lid. Because burr grinders are more powerful grinders, recommend ones that have rubber feet or a similar feature to keep them stable on countertops.

Whether they're in the market for a $25 blade grinder or a $250 burr grinder, enlightened consumers will be satisfied customers. Be sure to engage customers to determine their needs, and thereby direct them to grinders that will best meet their requirements.