Table of Contents
Introduction
Selling beef directly to consumers can give beef producers some additional income. Just like any other business, there are ways producers can add value to their product to make them a preferred provider. This includes relationship building with customers and processors, getting feedback from your customers, and possibly providing them something extra, like consumer education about new ways to prepare and enjoy beef and/or the value of beef. Finding a way to add extra value to your product may take more time and effort, but in the long run it may lead to a sustainable and profitable option for your beef operation.
Building Relationships
It is critical for producers looking to direct market to build positive relationships with a processor and customer base for the long-term success and potential growth of the direct marketing enterprise. Start small by selling only a couple animals at a time. This allows both the processor and consumers time to become familiar with you and your operation while securing sales for all of the beef harvested. Seek feedback from both the processor(s) and customers about what they liked and what could be better about the product they bought from you. You may find it beneficial to work with more than one processor to satisfy your customer’s expectations. This especially important if selling by the carcass and quarters and halves. Positive relationships with all of the parties involved will help make things run smooth.
Consumer Education
Beyond sharing your story about your farm and how you raise your cattle to produce wholesome quality beef, some additional consumer education can be a nice perk for your customers. Understanding what your customers need and want will also help determine information of value to them. Providing new recipes for preparing and enjoying beef can be a hit with consumers. From a food safety standpoint, only share recipes from reputable vetted sources. There are multiple sources of information available for prospective buyers of bulk beef, one source being the Wisconsin Beef Council, who has numerous resources on its website (BeefTips.com) to aid consumers and producers alike.
After seeing the increased popularity of purchasing beef directly from farmers, the Wisconsin Beef Council created a local beef directory. You may want to get on the list. The online listing serves as a free advertisement avenue for farmers and a one-stop-shop for consumers looking to purchase cuts. Navigating over to their page, “At Home with Beef,” viewers can find links to local meat markets, a guide to what purchasing a quarter, side, or whole beef carcass actually means, and ways to properly freeze, refrigerate, and thaw beef at home. Novice cooks or pros who need a refresher of their skills can also learn about appropriate cooking times and temperatures, explore the different cuts, and explore cooking lessons from grilling to sous vide. The Wisconsin Beef Council’s recipe collections are also broken down into simple categories like ’30 minutes or less’ and ‘One Dish Meals.’
Summary
If you decide direct marketing is something you’d like to try for your operation. Take time to do your homework, sit down and figure out your marketing strategy and what may set you apart from other direct marketers in your region. Ask yourself if you have what it takes to establish and build a brand that will be successful in the long run. Know the rules and regulations before getting involved and put your communication hat on to establish a solid relationship with a processor and customer base. Direct marketing can be rewarding, but producers will need to put in the work to see the results they want.
References
Direct Marketing Beef. 2016. Iowa State University Extension and Outreach. Retrieved November 8, 2024. https://www.extension.iastate.edu/smallfarms/direct-marketing-beef#:~:text=Marketing%20your%20meat%20directly%20to,is%20to%20find%20a%20niche
Holder, Jan. How to Direct Market you beef. N.D. The Sustainable Agriculture Network. Retrieved November 12, 2024. https://www.sare.org/wp-content/uploads/How-to-Direct-Market-Your-Beef.pdf
Mucklow, C.J, LeValley, Robbie Baird. Direct Marketing Beef: Pros and Cons, Do’s and Don’ts. 2003. Colorado State University. Retrieved November 12, 2024. https://digitalcommons.unl.edu/cgi/viewcontent.cgi?referer=&httpsredir=1&article=1052&context=rangebeefcowsymp#:~:text=Direct%20marketing%20is%20not%20about,Rocky%20Mountain%20Beef%20%E2%84%A2%20etc.
Reviewer
Bill Halfman
Beef Outreach Specialist
University of Wisconsin-Madison, Division of Extension
Beth McIlquham
Regional Livestock Educator
University of Wisconsin-Madison, Division of Extension
Author
Adam Hartfiel
Regional Livestock Educator – Adam Hartfiel is Regional Livestock Educator for Adams, Green Lake, Waushara Counties. His educational programming has focused on beef cattle production and management.
Contributions
Kaitlyn Kesler
Wisconsin Cattlemen’s Association
Starting a Meat Business in Wisconsin
Market for profit or market on price?
Drought decisions for cow/calf herds
How reputation influences feeder calves' value
