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William and Karen Payne have always had ranch in their blood.They worked 9-to-5 to support their love of the business, but after they started selling homegrown beef directly to consumers, they found a way to make it a full-time job.
In 2006, Paynes began producing beef at their Destiny Ranch, Oklahoma, using what they call a “regenerative” method.It worked well for the couple and today William encouraged others to think about it, considering five questions he said would help put the effort in perspective.
William said it started with breeders who turned to growing their own beef after being disappointed by the inability to control quality, yield or grade.They also have to consider how much beef the average consumer can buy at one time.
“For us, £1 at a time is the name of the game,” William said in a Noble Institute report.”That was the thing that broke the whole thing. It was incredible.”
William noted that this is a real challenge in many areas, and producers must consider whether they intend to sell locally or out of state.Because he only wants to sell beef himself in his home state of Oklahoma, he is exempt from USDA-inspected plants and can sell with state-inspected facilities.
Marketing is big, and William says he rents out parking lots and sells a trailer.Other producers have had success with e-commerce sites and farmers markets.
Paynes quickly learned that their customers wanted to know their beef and the ranch it came from.Communication becomes a priority.They introduce buyers to the ranch and its regeneration practices.Last year, they even invited customers out to tour the property and enjoy a beef meal.
Producers must meet consumers where they are and use the opportunity to tell a positive story about the beef industry, William said.
As direct-to-consumer beef sales become more popular and more competitive, it’s important for ranches to be able to talk about what makes their product unique.
Paynes believes packaging and presentation go a long way.”There’s no question that the quality of the beef is the most important thing,” William said.”But if it doesn’t look good on display, they won’t see how good it tastes. It has to be well laid out and your meat slicer plays a big role in your success.”
For more information on regenerative grazing, or to view the full text of this article by Katrina Huffstutler of the Noble Institute, please visit: www.noble.org.