Leopold Center for Sustainable Agriculture

Completed Competitive Grant

Supporting direct meat marketing in Iowa

Project ID: 2004-M17

Abstract

This project helped farmers and processors to identify a variety of constructive ways to make direct meat marketing more successful and profitable. Tools included farmer workshops, market surveys, and various educational tools about marketing techniques.

Key Question: What are some suggestions to help succeed in marketing meat direct to consumers?

Findings: Develop a brand identity for your farm based on your values, and spend time developing your customer based starting with people you know. Closely examine examples of successful promotional materials to help with your own message development. Partner with CSAs and buying clubs to increase access to consumers who are interested in purchasing meats directly from farmers.

Lead investigator: Gary Huber, Practical Farmers of Iowa, et al

Year of grant completion: 2006

This competitive grant project was part of the Leopold Center's Marketing Initiative.

Topics: Community-based food systems, Market research and feasibility studies