Throughout my years, 15 total in the catering business and over 30 years as a chef, I've been committed to serving foods that reflect my love and respect for the world's great cuisines and support for those involved in local, sustainable agriculture. These local friends make it possible for me to offer a quality and taste that is unique. To support this level of quality and artistry, I have always been blessed to be able to have a staff of people who understand and support this level of fine cuisine and service. We have always been a team of friends, more than employees, who know that a successful company depends on presenting the most positive attitudes toward work itself and the products it serves. Ad hoc staffing is simply not done. Haphazard results do not occur. To want to present the finest is to respect the individuals that help create it and the culinary traditions we wish to offer and express.

All that being said, I've found that the people who understand and appreciate these values almost inevitably want no one else for their party. Our response has been so overwhelming at each event, that I find myself continually trying to find ways to express what that is to people who have not had my food or our service. I have continued to try and understand what clients have as their priorities and how best to conform my food and service to their tastes and needs. This is not always possible. In one instance I paint the niche that I think represents us the best, yet at the same time I would love that niche to be enjoyed by any and all. But a niche does not mean everyone.

My wish is that my food can be enjoyed by all. That is very democratic but not always the case. I would like for everyone to afford what we do. Just as you may choose a restaurant on an occasion for its price, you may need to choose a caterer based on price. The best cannot conform to everyone's budget or else we would have all 5 star restaurants on every block. But let's ask what can be afforded, and toward what level of quality? That is the central question every potential client asks. Some caterers try and offer a wide range of price scales, or make it seem affordable by making you choose menu items incrementally. That's not fair.

Recently I found a store specializing in beautiful Italian ceramics. Naturally I got excited about what they would look like on one of my appetizer tables or buffets. They were certainly more than I wanted to spend, but then I thought that I don't buy such items that often and the difference in effect they will create may certainly make the additional cost worthwhile. Cost has a purpose. Affordability became relative. We know the typical wedding shopper wants good value for dollar spent. You decide something is worth it because perceived value matches your desires. Every event shopper has his or her ideal. Every customer can walk by a window and think, "Wow! That would be nice..." Yet certain ones will ask "can I afford it? "While others will veer to the more self disciplinary "how can I afford it?"

I've found that if I want to offer the best food and service, I have to have it make sense to my clients that they are getting what they pay for and more. By all indications, those that have unanimously agree that they had the very best experience they have had at any function or event. "Incredible, outrageous, fantastic, delicious, unbeatable..." these are their consistent reactions. "The staff was so helpful...""every dish was delectable."

So it comes down to spending the right amount of money on what you know is going to fulfill your dreams. There's lots of ways to achieve this and the best one is expressing your desire to have this level of quality and professionalism. Stick to your guns. We'd rather work with people who understand and recognize what they really want. We become more flexible because working together is a partnership. If you're only a bargain hunter, with the catering business, believe me you won't end up with a bargain. "Penny wise and pound foolish" was never more apt. You want a caterer who will really deliver on the quality you're paying for. This is not a time for risks. We've heard all the stories and are confident none will originate with us. If the competition offers you a deal, really look at what it is costing in minute detail. The $50 or $500 you may save should not substitute for having what you know is the best.

My job is to help keep your whole event on track, in perspective, and eliciting "wows" from every guest at what you have provided. Remember it's you who are providing it through your good judgment. The Noble Feast reputation for the finest food and service is always your best guarantee of success. Bon Appetit!

Alan Harris, Chef