by Josh Hartfiel

Selling beef directly to consumers can create additional income for producers. Just like any other business, there are ways producers can add value to their product to become a preferred provider. This includes building relationships with customers and processors, getting feedback from your customers, and providing customers something extra, like consumer education about new ways to prepare and enjoy beef or about 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 of animals at a time. This allows both the processor and consumers time to become familiar with you and your operation while allowing you to secure sales for all beef harvested.

Seek feedback from both the processor 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 customers’ expectations. This is especially important if selling by the carcass and quarters and halves.

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Positive relationships with all parties involved will help make things run smoothly.

Consumer education

Beyond sharing the story of your farm and how you raise cattle to produce wholesome quality beef, some additional consumer education can be a nice perk for customers. Understanding what your customers need and want will 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, such as the Wisconsin Beef Council, which 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. The online listing serves as a free advertisement avenue for farmers and a one-stop shop for consumers looking to purchase cuts.

On the website, 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 also can 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 broken down into simple categories like “30 minutes or less” and “One-dish meals.”

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Put in the work

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.

Hartfiel is the University of Wisconsin Extension regional livestock educator for Adams, Green Lake and Waushara counties.