Meat Marketing Series: Selling the Whole Animal and Managing Variability


June 9, 2016 - Nick McCann, <>

Demand for local meat is well documented and has been growing exponentially for several years. While consumers seem willing, actually building effective, profitable, and successful meat marketing programs from farm gate to dinner plate is much easier said than done. Many niche meat marketing companies have not been able to meet this challenge.

In order to find a solution, our guide:

  • Investigates why building small meat programs is so difficult
  • Outlines a general solution for the problems

This guide is authored by:

  • Nick McCann, Good Food Fund Value Chain Specialist, MSU Center for Regional Food Systems
  • Noel Bielaczyc, Value Chain Specialist, MSU Center for Regional Food Systems

This publication was produced with the support of the United States Department of Agriculture’s, Agriculture and Food Research Initiative (USDA AFRI), AFRI award number 2014-68006-21870.



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