RAISING GIFT BASKETS TO AN ART FORM

by Jim Rodrigues

FanciFull Gift Baskets continues on its quest for excellence

HOLLYWOOD, Calif. - At FanciFull Gift Baskets on Melrose Avenue in Hollywood, gift basket creation isn't just a business, it's an art form. Whether it's the basket's design, the taste of the wine, the flavor of the cookies and candies or the incredibly clever gifts, FanciFull makes high quality its highest priority.

Speaking of wine taste, FanciFull’s mercurial executive director Terry August regularly holds free public wine tasting parties at their Gower & Melrose shop. As Terry exclaimed enthusiastically, "We want to educate the public on good food and wine.  It isn't just about the price, it is about finding what makes you happy, finding the right combination that makes all the flavors sing.

So many people come to our tastings a bit intimidated by their knowledge of wine.  We try to reassure them that you don't have to be an expert to know what you like. Just always be open to new flavors and combinations."

As a matter of fact, every consumable product sold at FanciFull is thoroughly taste tested before it reaches the public. It's one of the myriad perks bestowed on those who work there. When a potential product comes to FanciFull, all the workers sample it and give their opinions. It generally amounts to a very tasty in-house survey.

Terry's husband Wally said that consistently high quality is what separates FanciFull from other gift basket companies. As an example he points out the difference in the cheeses packed into FanciFull's gift baskets verses the cheeses loaded into the less quality oriented competition's products.

"If you check the description on the 'cheese' packages sold by some of our alleged competitors," said Wally, "you'll find things like, 'This is a Brie flavored, processed cheese food.' None of that can be a good sign about quality."

On the other hand, FanciFull has a large walk-in refrigeration unit that makes it possible to deliver the highest quality of cheese selections to their customers. This major appliance also makes it possible to keep fresh flowers available at all times.  Terry's artistic eye guarantees that FanciFull flower arrangements are both unique and gorgeous.

With a background that ranges from working in the fields of interior design, catering and even as a roadie on Wally's 1980s rock and roll band, Terry insists on a product that is always "in tune" with the one-of-a-kind FanciFull style. In addition to operating her amazing company since 1987, Terry teaches gift basket creation and design. She has been featured on many different television programs including her participation on the Food Network.

Travelers by design and desire, Wally and Terry frequently travel around the world for fun, adventure and in search of new and improved FanciFull products.  Terry uses the word "authentic" to explain what she looks for when buying for her shop.   For example, a visit to an Aviemore, Scotland gas station "quickie mart" led them to Farmhouse Oat Flip cookies.  They had never had anything like it in America.  They were so impressed by it's flavor and rough texture they set out to find a United States importer.  They struck pay dirt at the Fancy Food Show in New York, and have been bringing them in every fourth quarter since.  They have customers who buy them by the case.

An interesting point concerning the importance of high quality emerged from a visit to France. Wally observed, "The great reputation of French cooking isn't based on it's being particularly ornate. Rather it is based on the extraordinary quality of the ingredients and the cooking expertise. This thought fits nicely with our feelings about FanciFull. If we consistently provide top quality products and design expertise we know our gift baskets will continue to be the best."

With FanciFull located within a block of Paramount Studios' world famous front gate, it's not surprising that many well-known entertainment personalities and companies are among the tens of thousands of satisfied FanciFull customers.  The Food Network uses them to send gifts, an achievement of which they are immensely proud.  As Terry says, "We are inspired by the Food Network and all the Scripps Network shows, so it is a thrill to create their gifts for them."

The above facts aside, when pointing to eye-catching references, three of last Christmas' orders "take the FanciFull Gift Baskets cake." The Sultan of Brunei ordered three sea chests so loaded with gifts, it took two of FanciFull's burlier "elves" to move them. They were delivered to Presidents Ronald W. Reagan, William J. Clinton and George W. Bush.

FanciFull can handle orders for one person or for hundreds. They've provided large orders for awards ceremonies such as the Academy Awards, the Emmy's and the MTV Movie Awards.  But it is in the everyday designs that Terry gets the most excited, "I love the thought of someone receiving a gift basket and tearing into the fresh mozzarella and tomatoes along with a great bottle of Italian wine.  My ideal is for each basket to be a complete experience."

If you care enough about someone to give them a gift basket, shouldn't you give them the highest quality basket possible? Of course, that would be FanciFull quality.

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