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Blue Heron Catering

#Community #DiverseFounders #Entertainment #Food&Drink
Blue Heron Catering, Inc. is a full-service catering and events company that has been creating delicious menus since 1988. We have a great passion for authenticity in our cooking, no matter what region the flavors are derived from. While the sustainable food movement has become a way of life here in the Bay Area, we have always made utilizing our local food shed a priority in our business model. 

We are seeking investment funding to open a new restaurant, The Cannery Kitchen & Tap, which will serve local, organic and sustainably sourced cuisine in the new Castro Valley Marketplace. The Cannery Kitchen & Tap, will have 80 seats, serve breakfast, lunch, happy hour, dinner and alcoholic beverages from 10 beer taps, and provide access to catering upstairs. The restaurant will bring the design and menu of a San Francisco-style restaurant with the outdoor/indoor comfort of the East Bay suburbs. Our goal is for the restaurant to be a destination on the increasingly popular 580/680 Corridor, where young families are moving in from the city and want community. 

The minimum investment is $1,000. Become part of the Blue Heron family and help us open The Cannery Kitchen & Tap in Castro Valley!

$3,500 funds received
of $705,000 maximum target
$250K minimum

Investment Summary

Revenue Share

Maturity date: N/A

Repayment Amount: 1.5x

*See Offering & Form C sections below for disclosures



Form C


Our values drive the success of our business whether we are catering events via Blue Heron Catering, building community through food and music at The Cannery Café at the Hayward Area Historical Society, or in partnership with other small businesses like Brown Sugar Catering. As an Oakland based company our commitment to local and responsible food has strong roots in California and in our menus. We retain our staff by paying fair wages and offering perks such as health insurance, paid vacation and flexible working hours. Our head chef has been with us for 25 years. The Cannery Café was the first green-certified restaurant in Hayward. We support local live music by having musicians play at the restaurant’s beer brunch each Saturday. We also support local farms and provide internships to high school students. 

Investment Perks

All campaigns are minimum or nothing; Blue Heron Catering will only receive funding if the minimum goal is reached.

Key Facts & Financials

  • Blue Heron Catering’s most notable clients include Barack Obama, the Raiders, the Oakland Athletics, the Warriors, the late Mayor Ed Lee and Mayor London Breed.
  • In 2014, we opened The Cannery Café in Hayward, California. It was immediately successful, reaching breakeven in one year.
  • In 2017, Blue Heron Catering began a relationship with Tanya Holland of Brown Sugar Kitchen as their commissary for her new restaurants in Oakland, at the San Francisco Ferry Building, the Oakland and San Francisco airports and the new Chase Center (the Warriors’ new home).
  • Revenue has been on an upward trend since 2015 and continues to grow. Old debt was paid off last year and cash flow has improved dramatically. Average event revenue has increased from $8,000 to $12,000 this year over last year.
  • The Cannery Kitchen & Tap will be the only full service restaurant with outdoor seating and live music in the Castro Valley.
  • Castro Valley is a desert for delicious, reasonably priced food in a rapidly growing community with rising household incomes over $91,000 per household and good schools attracting families who can no longer afford to live in San Francisco, Oakland and Berkeley.
  • Our CEO Debbie Pfisterer grew up and lives in Castro Valley and will be key to rapid acceptance of the Castro Valley Marketplace because of her history with the area.
  • We have raised close to $100,000 from the Castro Valley community for the project.

Blue Heron Catering Story

Blue Heron Catering has been in business since 1988 in Oakland, California, catering weddings, parties, corporate meetings and galas at venues throughout the Bay Area. We love to create menus from anywhere in the world, from Peru to Thailand, from Italy to Sri Lanka and beyond. 

Blue Heron is highly sought after because we work so closely with the people who grow, raise and produce everything we use. It is not unusual to see a chef, event manager, or owner out on the farm or behind the booth at the market stall-this means we are who they recommend. 

We believe in great service and build our team around this premise. When we curate your event, who is there is as important as what we serve. Many of our staff members come from some of the finest restaurants and share our commitment to making every event one to be remembered and treating every guest as someone important. Blue Heron firmly believes in the wow factor and the magic that lies in the details. 

We mean it when we say let us make your culinary dream come true.

The Founders

Debbie Pfisterer


Debbie, the CEO and owner of Blue Heron Catering and The Cannery Cafe, has strong community ties in both Oakland and the Castro Valley/Hayward area. It has been her philosophy that if you know and support your community by giving them what they want and need, your business will thrive. When she was asked to open the Cannery Cafe in Hayward, she was chosen over other companies because of her commitment to being a sustainable business. This also means hiring locally, including interns from local schools and paying living wages while offering our customers reasonable prices and a comfortable, safe place to enjoy a meal and a friendly conversation. Through fair leadership and support, she has reached milestones with her businesses that would not be possible without the teams she employs and the partnerships with local vendors, venues, nonprofits and businesses.

The Team

Jeff Rosen

VP of Operations and Expansion

A native New Yorker, Jeff Rosen has been interested in food and cooking since his youth.

In 1987, after attending the respected Hospitality program at FIU in Miami and years of paying his dues as a line cook, Jeff followed his dream to be part of the San Francisco Bay Area culinary scene. In 1991, Jeff dove into the world of Bay Area fine dining by becoming the Executive Chef of Mallard Group Restaurants. Jeff ran the kitchens of 4 different and distinct dining concepts; Savannah Grill in Corte Madera, Clark’s By the Bay in Redwood City, Buffalo Grill in San Mateo and Bighorn Grill in San Ramon.

While at Mallard, Jeff had the opportunity to work alongside two of his San Francisco culinary idols: Mark Franz of Stars, Farallon and Nick’s Cove, and Nancy Oakes of L’Avenue, Boulevard and Prospect. Chef Rosen then struck out on his own opening the critically acclaimed Avenue 9 restaurant in the Sunset District of San Francisco. Jeff has been called an “Avatar of New American Cuisine” by Paul Reidinger of the San Francisco Bay Guardian Newspaper.

After a successful 7-year run at Avenue 9 and many years in fine dining, Jeff turned his work to College and University Food Service as Executive Chef of Stanford University’s Stanford Dining. While at Stanford, Jeff was a crucial part of the dining team that won the coveted Restaurants and Institutions Ivy Award as well as the Santa Clara County’s Acterra Award for Sustainability. Under Jeff’s purview was developing and executing Stanford Dining’s Commissary program which encompassed 22 residential and retail outlets serving 10,000 meals per day.

Chef Jeff Rosen continues to be one of the San Francisco Bay Area’s leading artisan culinary driven caterers and has become a partner with Blue Heron as Vice President of Operations and Expansion. His mission has been to further the culinary scope of Blue Heron’s operation as well as creating the first Cannery Café in Hayward. Under Jeff’s watch, Blue Heron has become the exclusive caterer of Tanya Holland events recreating her wonderful cuisine from Brown Sugar Kitchen and B-Side BBQ.

As a chef, it is important to know where your ingredients come from and to have a relationship with the people who produce and grow them. Jeff is passionate about resource conservation and supporting the local foodshed.



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