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Grass-Fed Marketing Arkansas Grazing Lands Conference Little Rock, AR August 2012

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Page 1: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Grass-Fed Marketing

Arkansas Grazing Lands Conference

Little Rock, AR

August 2012

Page 2: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Grass Fed Beef - Marketing

US Wellness Meats’ mission is to provide

superior quality, grass finished beef as part of

our overall goal of improving family nutrition,

rural communities and the environment.

Page 3: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Building the Business

Vision

Brainstorm

Mission

~It takes at least five years to build

a food business. Be prepared to

battle for at least five years before

you begin to see success.~

•Plan

•Monitor

•Weak Link?

•Re-plan

Page 4: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Management

Strong business foundation

Best forage management practice (MIG)

Reduce overhead exposure

Streamline production

Processing

Cold storage

Shipping

Market, Market, Market…

Page 5: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Business Plan

4. Production

5. Processing

6. Storage

Marketing &

Shipping

2. Critique

System

3. Management

1. Build Business Plan

Customer Connection = Sales

Page 6: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

• US Wellness Meats is good for:

•You! Omega-3 fatty acids, Cancer-Fighting CLA, Vitamin A, Vitamin E, and Branch Chain Amino Acids make beef healthy!

•Our Animals! Our cattle graze on abundant Missouri grasses year round with no added hormones, antibiotics, or animal by-products

•The Environment! Our sustainable practices are helping to ensure this way of life for generations to come

Page 7: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Health Benefits

More CLA than grain-fed beef – why?

CLA is a fatty acid produced by ruminating animals

Natural forms are found in milk fat and meat fat

Green plants are rich in linoleic acid – which is necessary

for CLA production

Cows manufacture CLA from the grass in their stomachs

Grain-fed cattle are fed soybeans and corn meal – low

CLA production

Page 8: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Why CLA?

In animal studies, CLA has been shown to block all 3 stages of cancer: initiation, promotion, and metastasis

Journal of American College of Nutrition, June 2000 reported that CLA had been shown to inhibit breast cancer cell growth

Help decrease risk of insulin resistance and improve insulin action

Is beneficial in reducing body fat and increasing lean body mass

Helps combat heart disease and high blood pressure

Your body does not produce CLA! The best source is to get it from your diet, instead of pills or capsules.

Page 9: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Why Grass-Fed?

2011 Lab Testing

Beef Ribeye Steak

43.4 mg CLA per serving

(3 oz serving size)

Omega-3 component

ALA: 13.9 mg/serving

10 grams Protein/serving

1.72 grams Fat/serving

10 mg Iron/serving

Page 10: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Why Grass-Fed?

2011 Lab Testing

Beef Marrow Bones

70 g total fat/3 oz serving

82% fat!!

28 g monounsaturated

fat/serving

116 mg Calcium/serving

Page 11: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Omega-3 Data

Page 12: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Omega-3 Data

Page 13: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Nutrition Testing

Page 14: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Soil erosion is virtually eliminated

Eliminates pesticide use

Improved water retention

Positive animal/plant symbiosis

Helps fight global warming

Animal waste is recycled

and builds soil organic matter

More energy efficient than producing grains

Greatly reduces risk of water contamination

SUSTAINABLE AGRICULTURE

Environmental Advantages

Page 15: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Grass Fed Beef - Customers

Concerned Parents

Entire Fitness Industry

Performing Actors and Athletes

Consumers with Health Issues

Nutritionists and Health Professionals

Paleo/Primal Community

Specialty Grocers and Restaurants

Eventually Mainstream Product

EDUCATION!

Page 16: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

How do we sell to consumers?

Online Retail – www.uswellnessmeats.com

All 50 States, Puerto Rico, Iraq and Hong Kong

Consumer Direct

Independent Retailers

Wholesale Accounts

Retail Stores

Buying Co-ops

CrossFit Gyms

Restaurants

Grocery Stores

Page 17: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Customer Distribution 2010

Sales > $100,000

Sales > $5,000 / < $100,000

Sales <$5,000

Page 18: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

How Do We Reach Customers?

Affiliate Program

Wholesale locations

Trade Shows

Word of Mouth

Internet Marketing

Weekly Newsletter

Doctors and Athletes

Professional Endorsements

Social Media: Facebook, Twitter, Blogging

Page 19: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

National Exposure US Wellness is endorsed by:

•Doctors

•Nutritionists

•Food Bloggers

•Executive Chefs

•Weston A. Price Foundation

•US Marines and Seal Team Members

•Professional Athletes & Sports Teams

•Grocery Stores

•Retail & Specialty Stores

•Food Cooperatives

•Restaurants

•Cross-Fit Gyms

•National Publications: The New York Times, Bon Appetit, Food & Wine Magazine, PaleoMag

Page 20: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Celebrity Endorsements

New York Jets

Deena Kastor -

USA Marathon

Sebastian Siegel -

Actor, Athlete, Model Sports Lab NYC

Weston A. Price

Foundation

Jon Andersen -

Pro Strongman

Jason Werth –

Washington Nationals Seal Team Ten

Page 21: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Conventions & Trade Shows • Navel Health Expo

• Sundance Film Festival

• Equinox Fitness Forum

• Fourfold Path to Healing

• Food & Wine Classic in Aspen

• South Beach Wine & Food Festival

• Weston A. Price - Wise Traditions Conference

Page 22: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

What’s New!

Traditional Beef Shanks

Beef Sliders & Breakfast

Sausage

More Sugar-Free Options!

Newest Recipes: Pork Bacon & Sausage

Soy-Free Poultry

Askinosie Chocolate

Pet Products

Page 23: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Products Grassland Beef

- Steaks

- Roasts

- Burgers

- Organ Meats

- Franks and Jerky

- Sausage and Bologna

- Pemmican and Tallow

- Fresh Chilled

Free Range Poultry

- Whole Chicken

- Ground Chicken

- Chicken Cuts

- Chicken Sausage

- Organ Meats

- Whole Turkey

- Ground Turkey

- Turkey Jerky

Page 24: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Products Certified Humane Pork

- Ground Pork

- Pork Chops

- Sausage

- Ham Steak

- Bratwurst

- Bacon

- Baby Back Loin Pork Ribs

- Tenderloin Filet

Grassland Bison

- Ground bison

- Burger Patties

- Tenderloin Filet

- Bison Liver

- Bison Jerky

Grassland Lamb

- Ground Lamb

- Organ Meats

- Loin & Rib Chops

- Loin Roast

- Leg of Lamb

- Lamb Tallow

Page 25: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

Products Grassland Dairy

- Grass-Fed Butter

- Raw Grass-Fed Cheese

Wild Caught Seafood - Wild Alaskan Sockeye Salmon

- Wild Alaskan Halibut

- Atlantic Mackerel

- Albacore Tuna

- Raw Shrimp

- Sardines

Organic Snacks - Dark Chocolate

- Organic Nuts

- Organic Trail Mix

- Organic Berries

- Organic Cashew Cream

Page 26: Grass-Fed Marketing · 2013. 1. 20. · Grass Fed Beef - Marketing US Wellness Meats’ mission is to provide superior quality, grass finished beef as part of our overall goal of

“Our cattle eat right so you can too!


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Trends in the Production and Marketing of Grass-fed Beef ...old.kansasruralcenter.org/publications/CCCSchmidtGrassFedBeef.pdf · Greener Pastures: How grass-fed beef and milk contribute

Grass Fed Beef Production · PDF fileGrass Fed Beef Production Ira Mandell Dept. of Animal & Poultry Science University of Guelph ... –Fed Nutricharge (source of electrolytes & energy

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The Bottom Line · TheFACTS The Bottom Line Marketing claims that grass-fed beef is healthier or more eco-friendly are a myth. Grain-fed and grass-fed beef are defined by production,

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Bringing you grass fed beef, straight from the family …658564f2-2261-429c-89a7...Our Never-Ever All Natural grass fed beef is full of antioxidants, vitamins and minerals to support

Study of Grass Fed Beef as a Value Chain in North Central ...aaalivestock.com/.../BII_study_of_grass_fed_beef.pdf · most ranchers in the region to produce a commercial grass fed/grass

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