Meat Success Podcast - Sustainable Success: Navigating Growth in Direct-to-Consumer Meat Sales with Vintage Beef

Building a Direct-to-Consumer Meat Business: Lessons from Vintage Beef

In this episode of the Meat Success Podcast, host Katie Olthoff, co-founder of ChopLocal and ChopLocal University, sits down with Deb Gress from Vintage Beef to talk about the realities of launching and scaling a direct-to-consumer (DTC) meat business.

From starting with just a few freezers and a dream, to running a retail space inside a renovated railroad depot, Deb’s story is packed with lessons for farmers, ranchers, food entrepreneurs, and anyone who wants to connect more deeply with local food systems.

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Watch the full interview here:

How Vintage Beef Got Started

The spark for Vintage Beef came in 2017, when Deb’s son noticed a huge difference between the flavor of store-bought beef and the beef raised on their own farm. That realization prompted Deb to run a simple Facebook poll asking whether neighbors would be interested in buying locally raised beef. The response was a resounding yes.

What started as a small family project quickly grew into something bigger. Long before the pandemic made local food a necessity rather than a novelty, Deb saw the demand for transparency, taste, and trust in the food supply chain—and leaned into it.

Takeaway for beginners: Pay attention to those small nudges. Sometimes the simplest observations spark the biggest opportunities.

Early Growth: Farmer’s Markets, Facebook, and Word of Mouth

Deb’s first step into sales was at local farmer’s markets, where face-to-face conversations helped build both relationships and trust. Facebook became another powerful tool, allowing her to share availability, recipes, and stories from the farm. And, of course, nothing fueled growth quite like word of mouth.

But Deb is quick to point out that word of mouth doesn’t just “happen.” Customers need a memorable product and a positive buying experience to want to spread the word.

Tips for New Producers:

• Start with farmer’s markets. They’re a natural place to meet people who care about food.
  
• Show up online consistently. A steady social presence keeps your name top-of-mind.
  

Think long-term. Aim to build loyal, repeat customers, not just one-time buyers.

Scaling Up: From Freezers to an On-Farm Store

As Vintage Beef gained traction, Deb upgraded from selling out of chest freezers to creating a dedicated on-farm retail space. One of her biggest milestones was receiving a Choose Iowa Grant, which helped renovate a historic railroad depot into a storefront that now houses their products—and the products of other local farms.

This step wasn’t just about having more space. It was about creating an experience for customers—somewhere they could visit, shop, and feel part of the Vintage Beef community.

Navigating the Pandemic and Market Changes

When the pandemic hit, many direct-to-consumer meat businesses scrambled to find processing slots and meet the sudden surge in demand. Vintage Beef had an advantage: Deb had the foresight to book processing slots years in advance, which gave her security when others were struggling.

Of course, as the market leveled back out, the challenge shifted from keeping up with demand to keeping customers engaged.

Key Lessons:

• Grow gradually and sustainably—don’t overextend.
  
• Stay flexible; customer needs and markets will change.
  
• Keep marketing even when you’re selling out. Consistency builds long-term trust.

Expanding Offerings and Partnerships

One of Deb’s smartest moves was partnering with neighboring farms. Vintage Beef now offers not just beef, but also pork, lamb, and other local products through their store. By using a commission model, Deb reduces her own risk while giving customers more variety.

This approach has made her store a local hub for high-quality, farm-raised food and has strengthened relationships within the farming community.

Marketing Strategies for Direct to Consumer: Social Media, Email, and Community Events

Deb is intentional about meeting her customers where they are. Facebook and TikTok help her share short, engaging content, while email marketing ensures customers never miss updates on availability or seasonal promotions.

She’s especially diligent about collecting emails at every event—knowing that those connections keep customers engaged long after the market or fair is over.

Marketing Tips:

• Share personal stories and behind-the-scenes glimpses. People buy from people.
  
• Collect emails at every opportunity and use them to nurture long-term relationships.
  
• Don’t be afraid to experiment with new platforms or tactics.

Final Advice for Aspiring Meat Sellers

When asked what advice she’d give to those just starting out, Deb summed it up with a few simple but powerful principles:

• Start small and grow gradually. You don’t have to do everything at once.
  
• Everything is figure-out-able. Don’t be afraid to ask questions, learn, and pivot.
  

Look to others in the industry. Collaboration and mentorship can save you years of trial and error.

Why This Matters

Vintage Beef’s journey is about more than just selling meat—it’s about building connections, honoring local food systems, and creating a sustainable model for future generations of farmers.

If you’re considering starting a direct-to-consumer meat business, Deb’s story is proof that with the right mix of persistence, creativity, and community focus, you can turn an idea into a thriving enterprise.

👉 Listen to the full episode for even more insights and real-world advice from Deb Gress of Vintage Beef!