New Book Details Methods for Marketing Grass — Fed Beef

As more beef producers nationwide raise their cattle on well-managed pasture and rangeland rather than in feedlots, many want to know more about selling their beef to direct markets. To respond to growing demand for meat raised with environmentally sensitive methods and/or humane handling practices, those ranchers want tried-and-true marketing strategies.

How to Direct Market Your Beef, a new title from SARE’s Sustainable Agriculture Network, portrays how one couple used their family’s ranch to launch a profitable, grass-based beef operation focused on direct-market sales. From slaughtering to packaging, through labeling and advertising, Jan and Will Holder transform their real-life experiences into a compelling narrative rich with practical tips.

"Every livestock producer considering a leap into direct-to-consumer selling will want to read this publication carefully,” said A. Lee Meyer, an agricultural economist with University of Kentucky Extension. “It'll guide them to key questions and lead them to practical solutions."

The 96-page book will appeal to ranchers and beef producers nationwide. An introductory section includes information on selling the whole carcass, moving frozen cuts, processing, getting a label and packaging. “Selling product” informs readers about sales outlets, marketing basics and public relations. And a section of feature stories enlightens through example by profiling successful entrepreneurs, many of whom received SARE grants to test alternative marketing methods.

The author, a former public relations expert who inherited a family ranch in Arizona, takes a light-hearted, humorous approach to describing their experiences. Yet, others can learn from what did — and didn’t — work for Jan and Will Holder and their Ervin’s Grassfed Beef company.

“This is an excellent overview and how-to manual for someone interested in starting a direct-market beef operation,” said Jim Goodman, a dairy/beef producer, in Wonewoc, Wisconsin.

Download or find out how to get copies of How to Direct Market Your Beef, at 301-374-9696.

About SARE
Since 1988, SARE has helped advance farming systems that are profitable, environmentally sound and good for communities through a nationwide grants program. The program, administered by  CSREES and USDA, funds projects and conducts outreach designed to improve agricultural systems and natural resources.

NRCS field office professionals frequently collaborate on SARE-funded projects and are valuable partners to the SARE program. NRCS staff serve on SARE’s national Operations Committee, on regional Administrative Councils, on State committees and are actively engaged as technical advisers and collaborators on SARE-funded research grants around the U.S.

For more information, visit the SARE website or for more information about the regional SARE programs, click on the region area of the map below.

Your contact is Diana Friedman, SARE research associate, at 301-504-6422.