Resources for those who wish to produce beef directly for people, rather than the commodity production chain

1.  Produce beef that is of the highest quality.
Your quality must be consistently good.  Our beef grades high select/low choice, but remains very lean.  It is extremely flavorful and tender, and we get many rave reviews from our customers.  This consistent quality is important for three reasons.  First, if you have a customer with an unhappy experience with your beef, you not only lose them as a customer, you also lose all the potential customers they would have won for you.  Second, you must be convinced of the quality of your beef if you are to be an effective advocate of it.  Most beef producers are not “born” salesmen, and have a hard time selling something they lack confidence in. Knowing your beef is excellent will give you passion and confidence to tell people about it.  Third, it is simply wrong to sell someone an inferior product.

2.  Run your business with the highest integrity.  Never lie, never fudge.
Your customers are buying your beef because they trust you.  That is what consumers are looking for—a product they can trust has been produced safely and humanely.  They have become cynical about large labels that portray themselves as family-run business.  They almost expect that they will be lied to.  If you can demonstrate yourself to be completely authentic, completely honest, and completely straight, you will win your customers for life.

3.  The customer is always right.
This old business saying is right on for today.  Absolute customer satisfaction will win you long-term customers and many word of mouth referrals.  On the other hand, a single disgruntled customer can cost you many more dollars in potential business than it would cost to make it right.  Offer a 100% money back guarantee and stick with it.  Take the beef back with a smile and enjoy it at your own table!