Branding Project

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Editor’sLetter Eating is synonymous with fresh food and farming. So

when it came time to hone in on a theme for this issue, farming and foods was a natural choice. The American family farmer is truly at the heart of Founding Farmers because the restaurant is owned by genuine, hardworking, American family farmers.

We believe it is the right of all diners and food lov-ers to enjoy of a good “meal away from home” that is fulfilling, delicious and honest, made with ingre-dients from high-quality sources.

We strive to source the best products seasonally and regionally whenever possible, and our recipes are prepared with the utmost care and attention by our talented chefs and kitchen staff whom you will meet in this issue. The Founding Farmers name repre-sents a combination of ideas: it is a celebration of the land and the American family farmer; it is a nod to the founding fathers of our country, many of whom owned and farmed land that sur-rounds Washington, D.C.; and it is a place where true, sustain-ably farmed, grown and harvested American foods are brought to our guests. You will find that this rich history of American cooking tradition is celebrated throughout the recipes we share with our Bon Apetit Club! The Founding Farmers philosophy to operate wisely, serve the community and live green is the heart of the American family farmer. In addition, we have created not only a magazine for you to keep recipes and learn new ones but we also are spreading the word on our new Bon Apetit Club! Join and learn more about healthy recipes and local friends to share with. Eat healthy and learn how with us!

A. Harrod

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4Founding FarmersPassing it on to one generation to the next.

6Feeling PeachyMeet Chef Joe and his famous recipes.

12Founding Farmers FarmerMeet our local farmer.

16Bon Apetit Club!

18Founding FarmersRecipes

{TABLE OF CONTENTS}

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trees at The Farm “... is a spiritual experience for

those who journey to this 12-acre organic oasis.”

This American family farmer is truly at the heart

of Founding Farmers because the restaurant is

owned by genuine, hardworking, American fam-

ily farmers. We believe it is the right of all diners

and food lovers to enjoy of a good “meal away

from home” that is fulfilling, delicious and honest,

made with ingredients from high-quality sources.

We strive to source the best products seasonally

and regionally whenever possible, and our meals

are prepared with the utmost care and attention

by our talented chefs and kitchen staff. “Strive” is

an important word, because in today’s world and

today’s economy, it isn’t always possible to source

or buy the ideal products.

So, Founding Farmers is walking its talk. As stew-

ards of the land, family farmers work to protect

the soil, the air, the water and biodiversity in ad-

dition to producing high-quality, healthy foods.

Thus the Founding Farmers philosophy to oper-

ate wisely, serve the community and live green

is the heart of the American family farmer. If you

have a chance, stop into Founding Farmers and

say hello, let us tell you more about our history,

and passion that we love. Founding Farmers is so

much more than a restaurant! Join us!

Born from an ancient riverbed that blessed the

grounds with naturally-rich soil, The Founding

Farmers vision of sustainability was originally con-

ceived by Dwight Heard (benefactor of the Found-

ing Farmer’s restaurant) in the early 1920’s. He ac-

quired a large parcel of land and then subdivided

the property into two-acre parcels which he sold

for the whopping sum of $1,150 with the distinct

purpose of promoting self-sufficiency. Heard of-

fered a cow and fifty chickens with each purchase.

In keeping with the early philosophy, the ten acres

just south of Southern and 32nd Street in Virginia

was planted with 100 pecan trees, and for over 40

years was nurtured by a retired cattleman by the

name of Skeeter Coverdale. Ultimately Skeeter

determined it was too much work to care for the

trees and harvest the 5,000 pounds of nuts each

year. He wanted to move to Punkin Center where

he could buy a trailer, “drink beer, swat flies, and

tell lies” - so he did!

Today, the owner A. Wayne Smith has preserved

the wondrous sense of rural tranquility and vi-

sion of sustainability with independently owned

businesses that contribute to the cultural, educa-

tional, restorative and economic environments

that thrive on the historic land. According to

Gourmet Magazine, dining beneath the pecan

passing it on from one generation to the next

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Photo of the ancestors of the Barneby Farm

in nearby Virginia. Today they are Founding

Farmer’s number 1 go to for fresh fruits.

Circa 1854

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Ahh, fresh seasonal peaches and fruits! The appetizing aromas and

fresh flavors lend distinctiveness to home-cooking by intensifying, ex-

panding, and even completely modifying the taste of appetizers, entrees,

side dishes. And they make it a snap to add your own personal touch to

traditional and family favorites.

Chef Joe explains that although traditionally a spring and summer treat,

today fresh fruits are plentiful, accessible, and popular, even in the dead

of winter. Cultivated on a large scale hydroponically and in greenhouses,

fresh herbs are available in grocery stores and supermarkets all year. For

the most intense flavor and aroma, select fruits that are brightly colored

and firm, with no wilted or yellowish leaves. Wash under cold water and

dry with paper towels or in a salad spinner. Pluck the leaves from the stems

and add (either whole or chopped) to the dish. Chef Joe especially loves

PEACHES! He likes using them as flavorings for all dishes and adding

them to sandwiches, and soups. His speciality, the peachy burger served

at Founding Farmers during lunch hours everyday.

Each day, Chef Joe prepares appetizers, entrees, desserts and drinks with

peaches donated by James family Farms in Maryland. Chef Joe also con-

coted for Founding Farmers a nonalcoholic ginger-peach sangria bread

which is the locals favorite. “I’ve been playing with this one most of this

season,” Chef Joe says. Joe goes on to explains that he is preparing

a peach and green tomato gazpacho that he also will serve during the

Founding Farmer’s Bon Apetit club Saturday night. “It’s so unbearably

hot out that I thought a chilled soup would be a great idea,” Joe says.

The Chef’s Peach Sensation can be served from 10 a.m. to 1 p.m. at the

Founding Farmers restaurant in downtown DC. Eat your heart out!

About Chef Joe

A graduate of the Culinary

Institute of America, Chef Joe

has been working for Found-

ing Farmers for decades. He

creates Founding Farmers’

recipes, leads the culinary

team, researches ingredient

sourcing and develops the

produce and purveyor part-

nerships that are fundamen-

tal to our operations.

chef Joe Kincaid is using fresh local fruits with sweet success

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passing it on from one generation to the next

Besides Chef Joe peach love, he tells us more about how he came into

Founding Farmers. “I have been developing menus and running kitchens

for over a decade”. Chef Joe’s culinary path unfolded during high school,

when he worked at the Hyatt Regency in Greenwich, Conn., doing just

about everything in the kitchen. This solid background instilled a funda-

mental skill set that helped him excel in culinary school, and the choice

of the Hyatt Regency Grand Cypress in Orlando, Fla., for his externship

further solidified his commitment to the craft. Heeding the best advice

he ever received, “master your palate,” Chef Joe did just that, working

his way through the best restaurants on the Florida coast, developing not

only his palate but the specific skills that have set him apart as a great chef.

Chef Joe was on the ground-floor team to renovate and revitalize The

Melrose Hotel in Dallas and was the Sous Chef at the hotel’s restaurant,

The Landmark, from 1992 until 1994. Executive chef positions followed at

Sipango, City Café and Dani Catering and then, in 1997, Chef Joe found

the place that would challenge his expert palate and continue to grow his

career, eatzi’s Market & Bakery. He commanded this $17 million/year oper-

ation, responsible for all culinary operations. Chef Joe joined the Found-

ing Farmers team long before we opened our doors on Pennsylvania Av-

enue. His talents and knowledge have been instrumental in maintaining

the restaurant’s commitment to true food and drink. He’s excited about

spreading this message with the opening of Potomac’s Founding Farm-

ers, especially as this gives him an opportunity to develop new dishes and

flavors that are sure to become fan favorites. Come meet Chef Joe and his

peachy concoctions anyday of the week. Bon Apetit!

Chef Joe’s Peach Burg-

er’s are his signature

recipe. Made from fresh

peachesfrom Founding

Farmers local farming

family the James in

Maryland. The beef too

comes from the James

farm. Sink your teeth

into this, you will not

regret it.

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Chef Joe’s special peach burger. Served at Founding Farmers.

THE PEACH EFFECT

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This healthy hen is the

pride and joy of this farm.

It brings millions of fresh

eggs a year which makes

the best omelette at

Founding Farmers.

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Huber’s Orchard & Winery began farming back in 1843 when our ancestors

settled in Marrysville, MD from Baden-Baden, Germany. Growing primarily fruit, our farm

began to diversify in 1978 when we opened the doors of our winery. Today, we have over

550 acres of farmland on which we grow many fruits, vegetables, Christmas trees,

pumpkins, and grapes. We have a children’s farm park, farm market, cheese shoppe,

ice cream factory, winery, gift shoppe, banquet facility, IMaryland’s first distillery –

The Starlight Distillery, and proudly participate as one of the seven wineries

on Maryland’s first wine trail—The Maryland’s Uplands Wine Trail.

happened

anamazingthingON THE WAY TO THE FARM

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When Jame’s father bought 3 chickens, planted 100 apple, peach

and lemon trees in 1928, he probably didn’t realize that they would

serve as the genesis for a thriving business that is almost as syn-

onymous with the town of Washington, D.C. as its supplier for their

Founding Farmer’s restaurant. James was simply planting fruit trees

he thought would grow well in the Maryland hill-country climate.

During the summer months, picking fruits and selling them involved

family members of all ages. Surplus fruits were made into preserves

by James wife and son, Estella, for family consumption.

James always had a desire to follow in his father’s peach-growing

footsteps, but instead, James became a high-school teacher. When

his father, J. B., passed away, James assumed the responsibility of

helping his mother with the orchard. Since peaches are a summer

crop, James was still able to continue in his vocation as a teacher.

Beginning in 1969, he opened Das Peach Haus as a summer road-

side stand for selling peaches, along with Estella’s homemade peach

preserves.

By the late 1970s, James had increased the size of the orchard to

10,000 trees and needed a significant amount of help picking all

those peaches. Case Fischer was one of the many students James

employed. However, Case was the only student to develop a vision

for what the peach-growing business could become: a full-time lo-

cally owned business. “I had an idea that our farm produce could be

marketed to other local restaurants in the state and maybe beyond,”

Case recounts. “When I shared my idea with James, he supported it

whole heartedly.” Our Peachers are so good. A sudden bite, and an

explosion of sweetness takes over you.

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Father & Son stand in front

of their farm in Maryland,

only a few miles out of

Washington, D.C.

Our Peaches are so good, one bite, & an explosion of sweetness takes over

you.

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CONNECT

SHAREJOIN

The Bon Apetit Club is promoted by the Founding

Farmers Restaurant. It is a club that shares interest

amongst food lovers and recipe holders of all genera-

tions. They share in-season specials, markets, foodie

profiles, chef stories, gourmet travel, food and wine,

cocktails and spirits – expect to find all these and

more in each of the rendez vous of the Bon Apetit

Club! The Bon Apetit Club is born out of our reste-

raunt and farm inspired communities in DC. We hope

this club will create a real-world experiences for food

lovers of all generations. The Bon Apetit Club has

staged the following programmes: Cheese Basics – A

monthly get together focused on Cheese Apprecia-

tion for beginners. Flights of Wine – An advanced lev-

el Wine Appreciation programme designed to help

understand the subtle nuances of six classic varietals.

An Evening with Wine – White label private Wine Ap-

preciation workshops conducted for organizations.

The Bon Apetit Club!

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calendar of events

May 30 at 7pm: Eat free food,

meet new people, and learn about

all of our fun events for the semes-

ter!

June 15 at 4 pm: An apple picking

experience at our local farmers

orchard.

June 17 at 5pm: Turning our apples

from our Sunday trip at the Milburn

Apple Orchards into something

delicious!

June 30 at 6 pm: Community and

help out those in need by volunteer-

ing at the DC Food Bank.

July 4 at 7pm: Learn about Slow

Food. Famous chef Nancy veeto will

be speaking.

June 15 at 4 pm: Taste Founding

Farmer’s famous desserts and wine.

June 17 at 5pm: Bring your favorite

recipe and share.

June 30 at 6 pm: Visit the local

Farmers Market and meet all of our

farmers and suppliers.

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