2.03.2008 ET

February 3, 2008 - At the Super Bowl tailgate party in Arizona on Sunday, VIPs will be feasting on goodies like mini bread bowls with Southwestern corn chowder.

The food is courtesy of local caterer All About Catering Co., which, along with supplying the 3,000 bowls, is providing food for other events, including some for country stars Sara Evans and Willie Nelson and their crew.

How did such a small operation get in on the Super Bowl frenzy? It's the result of the National Football League's Emerging Business program, which gives small minority- and women-owned firms from around the Super Bowl's host city a chance to bid on contracts for services that support the championship game and its ancillary events. All About Catering of Goodyear, Ariz., which has 12 full-time and 30 contracted workers, won four contracts totaling more than $65,000.

"The mission of the program is to give women- and minority-owned businesses a fair shot," saysBob Sullivan, president of the Arizona Super Bowl Host committee, a group that serves as a liaison with the NFL in organizing preparations. He says most of these smaller businesses don't necessarily know or have the resources to navigate the bidding process of these contracts on their own.

Winning work on such a large, high-profile event can provide a quick burst of income for a small operation. But perhaps more crucially, it can be a marketing bonanza -- giving a small business greater name recognition and allowing the firm to showcase its experience when courting future clients.

For the full article Click Here...