Meat Success Podcast - Meat Pricing and Marketing: Strategies for Success with Matt LeRoux

Welcome to another episode of the Meat Success podcast, where we dive into the intricacies of direct-to-consumer meat marketing. I’m Katie Olhtoff, your host and the co-founder of Chop Local and Chop Local University. Today, I’m thrilled to engage in an off-the-cuff conversation with Matt LeRoux, our expert from Cornell Extension and a passionate advocate for direct-to-consumer meat sales.

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Meet Matt LeRoux

Matt has a rich history with meat marketing, having transitioned from a vegetarian lifestyle to becoming an expert in his field. His journey into the world of heritage breeds and direct-to-consumer marketing began with his exposure to New York and New England farms, sparking a fervent interest that led him to pursue a master's degree in agricultural economics. Today, he is an extension associate at the Dyson School of Applied Economics at Cornell University.

The Evolution and Impact of Meat Suite

One of Matt’s significant contributions is the creation of Meat Suite, a directory that connects farms selling meat in bulk with consumers. Initially designed based on consumer surveys and market channel assessments, Meat Suite serves areas in New York and North Carolina, offering various meats from rabbit to beef in bulk quantities.

Pricing and Marketing: Essential Tools for Producers

At the heart of successful meat sales are proper pricing and effective marketing strategies. Matt emphasizes the importance of the Meat Price Calculator, a tool designed to help producers price their meat by accounting for production, processing, marketing costs, and profit goals.

Bundle Builder: A Game Changer

In addition to pricing individual cuts, producers can now utilize the Bundle Builder, allowing the creation of smaller themed bundles that are more accessible to consumers unfamiliar with buying quarters or halves. Whether it’s a "family feeder" or a "value cuts" bundle, this tool aids in creating efficient and appealing product packages for consumers.

Farmer’s Market Insights

Our discussion also touched on Matt’s research about farmer's markets. One crucial insight is the layout and operations at market booths. Positioning checkouts at the end of a stall rather than the center can streamline customer flow, creating a more organized and efficient purchasing experience. Moreover, being ready for early shoppers and maintaining a well-stocked booth throughout peak hours are vital strategies to maximize sales.

Marketing Smartly with Incremental Price Adjustments

Matt advises regular, small price increases to keep up with costs rather than waiting for a significant jump after years. Supporting these price changes with robust marketing efforts ensures that consumers are willing to pay premium prices for quality products. Effective marketing hinges on understanding your target customer and having a dedicated marketing budget for consistent engagement and communication.

Common Mistakes Producers Make

Matt pointed out common mistakes many producers make, such as undervaluing time and other costs, leading to low pricing. Often, these mistakes arise from inadequate marketing practices and failure to apply effective pricing strategies. Understanding consumer behavior can significantly improve sales, especially for more commoditized products like ground beef.

Conclusion

Through tools like Meat Price Calculator and Bundle Builder, alongside savvy farmer’s market practices, producers can effectively manage pricing and consumer demand. Matt’s insights remind us that successful marketing requires understanding and adaptability, ensuring that local meat products remain competitive and desirable.

For more detailed advice and strategy sessions with Matt LeRoux, feel free to explore the webinars available on the Chop Local YouTube channel. Additionally, all tools and resources discussed can be accessed at meatsuite.com.

Thanks for joining us on this journey through direct-to-consumer meat marketing strategies. Until next time!