Direct marketing of beef discussed
Wyoming Livestock Roundup
November 19th, 2021
Rapid City, S.D. – During the Range Beef Cow Symposium held at the Monument in Rapid City, S.D. on Nov. 16-17, Amanda Blair, a South Dakota State University professor and Extension meat science specialist, shared her knowledge on marketing and management considerations for the fed cattle beef industry.
Global pandemic impacts
During COVID-19, it was not uncommon for consumers to experience empty meat cases in local grocery stores. In addition, limitations in meatpacking, processing capacity and labor affected the market.
“The market decline and the ability to process meat caused by the partial or complete shutdown of these packing plants had consumers faced with a shortage of meat,” shared Blair. “What this led to for some producers was the opportunity to sell some – or all – of their beef directly to consumers.”
Over the last year, an increase in direct-to-consumer sales has been observed, noted Blair, and this trend of purchasing meat directly from farmers and ranchers post-pandemic continues.
Blair discussed multiple reasons why consumers may be interested in purchasing directly from a producer, including the preference to purchase locally, desire to know the source of protein or have an interest in a specific beef quality. Options for grass-finished beef, exceptional marbling, specific breeds of cattle and organic production may also be considered.
Regardless, there is an opportunity for farmers and ranchers to differentiate their product from grocery store beef and grow direct sales beyond the trend post-COVID-19, shared Blair.
Direct marketing enterprise ...
Specific management considerations ...
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