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Post by emsshamrock on Apr 15, 2018 15:34:14 GMT -5
Do you think that we could ever have the ability to have a Dexter Beef marketing campaign? I think the UK Dexter breeders has some type of program available to breeders. Anyone have any information on how it works?
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Post by kansasdexters on Apr 16, 2018 7:44:48 GMT -5
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Post by cddexter on Apr 16, 2018 10:40:35 GMT -5
Em, as you can expect, been there, done that, no support.
The ADCA used to have a beef marketing commercial group. gone the way of the dodo.
Seemed like lots of owners wanted someone (else) to do the setup and planning and make a market available with branded beef, but seemed only interested if they had a painless way of getting more $$ for their animals. One of the problems was any plan required a certain number of animals available at one place. It also required that animals be fed properly for slaughter, not just run out of the pasture in any old shape. No owners seemed to be willing to feed to a specific schedule, and then pay to get their animal to the central location, even if there were regional locations. Half of them figured they could cut out the feed and still get the top dollar, buyers didn't want scrawny cattle mixed in with fat ones. Little cooperation, lots of whining, it was all just too much work to be bothered.
England works because it's a small place compared to the US. Maybe you could talk your State into a regional program?
I tried branded beef, and set up a program for the CDCA, with special 2-color labels with a catchy phrase, and the CDCA logo, backed with glue meant to stay put on freezer paper. We sent out a free sample of 80 labels to every owner, that could be put on freezer sale packages. This would put the breed out there, and give us recognition. More labels were available at 5 cents each. NOT ONE OWNER EVER ASKED FOR MORE LABELS! Too much work, couldn't be bothered.
I said screw it. On top of that, there were too many owners who figured if they couldn't personally benefit (or wouldn't try), then no one else should benefit either. Huge dog in the manger attitude.
Patti did what works in the US: she did her own marketing, provided top quality meat to a local supermarket, provided consistent results, and is reaping the benefit. It's not rocket science.
Good luck. Cheers, c.
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Post by emsshamrock on Apr 17, 2018 9:34:22 GMT -5
I obviously have some high hopes...
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Post by cddexter on Apr 17, 2018 10:32:50 GMT -5
Well, hopes are good. I'm probably just jaded after years of wasted effort. Please work on it, and let us know. There's usually a good time for things, and maybe the time for this has come. Sure hope so. Cheers, c.
ps. hugs to parents.
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Post by emsshamrock on Apr 17, 2018 19:20:26 GMT -5
I plan to work on it. I feel like the time has come for a project like this to be taken on by the ADCA.
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Post by littlecowfl on Apr 18, 2018 4:02:31 GMT -5
I think it's a great idea. Would there be a place for certified grass fed Dexter beef? Ireland also has a program where they market Dexter beef successfully. I believe it's grass fed and I think they also age it a certain number of days (30?).
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Post by emsshamrock on Apr 18, 2018 8:06:14 GMT -5
I think it's a great idea. Would there be a place for certified grass fed Dexter beef? Ireland also has a program where they market Dexter beef successfully. I believe it's grass fed and I think they also age it a certain number of days (30?). <iframe width="24.200000000000045" height="3.240000000000009" style="position: absolute; width: 24.200000000000045px; height: 3.240000000000009px; z-index: -9999; border-style: none;left: 15px; top: -5px;" id="MoatPxIOPT0_99384813" scrolling="no"></iframe> <iframe width="24.200000000000045" height="3.240000000000009" style="position: absolute; width: 24.2px; height: 3.24px; z-index: -9999; border-style: none; left: 1149px; top: -5px;" id="MoatPxIOPT0_57364523" scrolling="no"></iframe> <iframe width="24.200000000000045" height="3.240000000000009" style="position: absolute; width: 24.2px; height: 3.24px; z-index: -9999; border-style: none; left: 15px; top: 102px;" id="MoatPxIOPT0_40404272" scrolling="no"></iframe> <iframe width="24.200000000000045" height="3.240000000000009" style="position: absolute; width: 24.2px; height: 3.24px; z-index: -9999; border-style: none; left: 1149px; top: 102px;" id="MoatPxIOPT0_38340967" scrolling="no"></iframe> Ifeel like there should be a place for both grass and grain finished. |
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Post by cddexter on Apr 18, 2018 11:13:08 GMT -5
Em, how do you see it working? Individuals marketing under an assn. supported branded 'program', or a group marketing together in specific area? c.
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Post by littlecowfl on Apr 18, 2018 16:28:12 GMT -5
I think Ireland has restaurants that have Dexter beef and advertise it as such. Perhaps larger producers could speak with gourmet restaurants in their area to see if they want to put it on the menu? More Farm to Fork or Farm to Table events would help, too. I cannot produce enough to provide to a restaurant, but maybe others can? If you are near a metro area, it would be easier. DC has a specific restaurant that specializes in locally sourced food. There are a lot of Dexter producers in that area. Perhaps they could work it out. Wow, actually, there are many more restaurants doing that sort of thing in DC now. washington.org/visit-dc/farm-to-table-restaurants-in-washington-dc |
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Post by littlecowfl on Apr 18, 2018 16:33:23 GMT -5
Not sure where in Michigan you are or if you are near any bigger cities with foodie type restaurants, but that is one way you could do it. If you found just one Farm to Table restaurant in your area that agreed to buy beef from you and advertise Dexter beef on their menu, that would be a huge step. You don't need an association to market locally sourced food.
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Post by emsshamrock on Apr 18, 2018 19:40:32 GMT -5
Not sure where in Michigan you are or if you are near any bigger cities with foodie type restaurants, but that is one way you could do it. If you found just one Farm to Table restaurant in your area that agreed to buy beef from you and advertise Dexter beef on their menu, that would be a huge step. You don't need an association to market locally sourced food. Oh I am aware of that. We are close to Grand Rapids, the second largest city in the state. I am close to having enough steer inventory to be able to approach a restaurant. I would like to see a national brand. If that means that you are able to use the "brand label" by having registered animals? I don't know. |
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Post by littlecowfl on Apr 19, 2018 4:29:33 GMT -5
Certified Angus Beef was a very clever marketing gimmick. Angus beef really isn't different than other beef, but it's all in the labelling. No other commercial type beef has been able to mimic what the Angus folks did.
I wouldn't use that as a way to go about marketing Dexter beef. That was a lucky stroke. Our beef really does have a taste difference, so an honest local campaign would be more effective.
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Post by cddexter on Apr 19, 2018 12:05:34 GMT -5
Not sure my experience will help, but...
I approached a posh local hotel/restaurant that specialized in the '50 mile' diet, with samples of Dexter beef, asked them to taste it, and let me know if they were interested. I got back a RAVE notice, the best beef they'd ever had, yes they wanted it, BUT just the saddle (loin), a side a week and they would feature it as a weekend special. I explained I was just a little guy, and couldn't sell them just the best part, because I needed a market for the other 2/3's of the animal, nor provide that many loins, so then they looked at buying the whole side and using the lesser cuts for staff meals or steak tartare. In the end, we couldn't make it work. I know they talked with another Dexter breeder locally, but the beef he provided wasn't the same quality and they turned him down.
I think the idea of individuals finding their own niche restaurant or small custom butcher shop would work. Some restaurants are willing to look at occasional specialties, rather than a fixed item on the menu. I'm selling my lamb that way. They feature it just on the weekend, and buy 10 lbs every week; or have a Lamb Festival where they buy the whole lamb and then make a big splash every couple of months.
I do know it is really important to have high quality product, and consistency is critical. If you go in with someone else, you'll have to make sure you are all providing the same quality, or the lesser will pull you down and you'll lose the market. I have some genetic tenderness guidelines that are pretty woo woo, or you could do as Patti does and test for tenderness so you can guarantee what you are selling.
Good luck. c.
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Post by kansasdexters on Apr 20, 2018 7:02:16 GMT -5
Consistency and quality is key to successfully branding and marketing a food product, such as beef. Since the custom processor has such a critical role in producing the final product, it is essential to identify a sufficient group of custom processors (within each region), that can provide the level of service and expertise needed. It takes several years of experience to make it all work well, so having mentors in each region will also be critical to the success of any nationally branded beef marketing effort.
Patti Adams
WAKARUSA RIDGE RANCH
Overbrook, Kansas
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