Creating the Link: Cooperative Marketing of Organic (All-natural) Beef

Creating the Link: Cooperative Marketing of Organic (All-natural) Beef

Summary

Cooperative direct marketing can provide an avenue for family farmers to receive a substantial premium for high-qualit, grain-fed beef cattle.

Objectives: 1) To demonstrate how data can be collected and utilized by producers to assure product quality and consistency, and 2) to demonstrate cost effectiveness in market research. Producer and processing sheets were used to collect data on each eanimal marketed through the co-op, with payments based on wholesale yield and wholesale premiums. In addition, a survey of wholesale meat managers was conducted to create an awareness of all-natural beef and its quality and provide feedback to the producers. To create consumer awareness, in-store product demonstrations were conducted. With each demonstartion, a drawing was held for a free beef grill pack and/or bed-'n-breakfast get-a-way.

Results: Through data collection, producers were able to determine which cattle breeds and feeding procedures provided the most profit potential. The project also enhanced marketing skills and increased the ability for producers to work together to achieve a common goal.