Miniature Herefords gain popularity as breeders strengthen marketing strategies
Miniature Herefords are quickly gaining popularity among small-acreage farmers and show enthusiasts. Marketing this niche breed, like others, requires a strategic approach that targets the right market and effectively highlights their distinct advantages.
According to the Miniature Hereford Breeders Association’s Region 4 Director, Amanda Morgan, in addition to those buying for show, the current shift to smaller-acreage farms and the rising consumer desire for more farm to table meats are expanding the market.
“We’re seeing a lot of family homesteading, small family farms picking them up, but we are starting to see a group of people that are starting to accept them more as a beef animal, which is what their primary function is,” Morgan said.
Morgan said the breed has exploded in popularity since she started her herd in 2018, but Facebook is still one of the most effective marketing tools breeders have to make sales to all types of buyers.
“Facebook is where I’m seeing the most sales happen because that’s the most out there and easy approach to reach those numerous people,” Morgan said.
Currently, there are several national and state specific Facebook groups that connect breeders to buyers.
In its official publication, Miniature Hereford News magazine, MHBA recommends having a Facebook business page for marketing a herd. MHBA stresses the importance of maintaining an active profile and showing your face to make the page personable and build trust with potential buyers.
MHBA also suggests that in addition to Facebook, breeders have a website to boost their marketing. Having a website not only adds credibility and trust, but also gives breeders the freedom to share more details about their farm and stock. It also allows breeders to share additional information about sales without fear of having their Facebook business page shut down, due to the platform’s ever-changing guidelines and regulations, MHBA said.
For Morgan, word of mouth is still a marketing tool that stands the test of time. She said attending livestock shows is a great way to market a herd and get your name out there.
Morgan said even though the animals at the show may be the elite of their herd, breeders usually have other very marketable animals at home that they can advertise by word of mouth at shows.
