The popularity of local foods is easily seen when sitting down at regional restaurants in the Ozarks. At the Worman House in Big Cedar Lodge you will find an entrée made with beef from Rocking z Ranch of Mtn. Grove, Mo. Or head over to the Farmers Gastropub for meat dishes from Sunny Lane Farms of Lockwood, Mo., or pork from Flintrock Bison Ranch of Hallsville, Mo. Either way you slice it – it’s local and it’s direct from farm families in the area.
According to a recent study by the Institute for Sustainable Agriculture farmers who direct market their meat keep 75 to 80 percent of the consumer price of the meat, compared to about 45 percent for animals they sell on the open market. Retaining more of the food dollar is what makes this type of marketing an attractive option for smaller farms, although direct consumer interaction is not for everyone.
Direct marketing livestock has become an increasingly popular outlet for producers looking to retain more of the farm dollar and promote their products to consumers. But, livestock producers need to evaluate their farm operation and do their homework before entering this arena.
First, a producer should already have animals ready for process or already processed. Producers should find a processor that provides a quality and consistent product – that is what restaurants are looking for. Choose a processing facility that is regulated by the Department of Agriculture in your state.
After you have determined your market strategy and processor, the next step is to evaluate what restaurants will equal sales for your farm. But, before knocking on the first restaurant’s door, here is a list of the do’s and don’ts of selling to restaurants gathered with help from Level 2 Steakhouse in Branson, Mo., and the Farmers Gastropub in Springfield, Mo.:
1. First and foremost – NEVER call during a mealtime (lunch and dinner). The best times to call are around 11 a.m., however, if the restaurant serves both lunch and dinner call or drop in between 2-3 p.m.
2. Research the names of the Executive Chef or Head Chef and ask for them by name.
3. Be prepared to drop off samples and a business card when calling on a new chef.
4. Determine your price point before making the first call and include you transportation and processing costs in this price.
5. Be prepared for chefs to offer you a lower price than you envisioned.
6. Having a brochure or flyer that explains the difference in your meat products is helpful to drop off with the chef. Grass-fed, humanly treated, free-range, organic or heritage bred are a few of the characteristics that make your product different than the rest. Plus, your product is LOCAL – chefs are looking for local products that they can highlight on their menus.
7. Be upfront on what you can provide the chef. Promising what you do not have will ruin your reputation.
8. Decide if you want to be paid upon delivery and inform the chef of this prior-to. Normally, chefs prefer to pay 30 days after delivery.
In addition, if your meat products need special cooking techniques (example: grass-fed beef) then be sure and educate your chefs in the difference in how your meat should be prepared and why.
Selling your farm-raised meat to local restaurants can be a profitable venture, but will take time to build your farm’s reputation in this growing market.
