Where Do We Go From Here?

Throughout my life there's been instances where I've asked just that. "Where do we go from here?" Usually asked in unsure and uncertain times or a question asked to others, it has a more meaning this year than ever.

"Where do we go from here?"

With what we have learned from 2020, I feel as an industry and personally, we need to ask ourselves not only that, but also how can we better move forward into the future? Looking at family owned agricultural businesses, we can see that consumers are eager to have our product. The shelves were proof of that as meat, milk and eggs were essentially gone, but it also begs the question of how we bridge that gap locally and on a large scale? I cringed after reading several accounts of farmers and ranchers who were faced with hard decisions of what to do with the products they put their heart and soul into. This industry is already under a microscope, so how do we begin to explain that we are trying our best while also realizing the system needs changed? To be a cog in this machine, it is our duty to have a say in how our product is sold and ensure it gets to consumers who demand and love our product, so I believe that's where we start. Right from our own homes.

On our operation, we are a cow-calf operation and sell our calves in the fall to a cattle buyer who we trust greatly. We run at high elevation (around 7,0000 to 10,000 feet) and pride ourselves in 131 years of proven genetics that our cattle will thrive in our sometimes harsh climate. Over a year before Wyoming became a state in 1890, my family has raised cattle. There's no doubt a story or two to tell there and more just like it across the United States.

I believe adding value to a product, begins with us simply telling our story and then finding a way to sell that product to locals.

Obviously that is all easier said than done between the logistics of processing the animal, marketing of the product (and ourselves), pricing and more, but simply taking your livestock to market isn't getting us, or the consumer, what we want. Yet, I am encouraged. I'm hearing and seeing more producers taking that leap of faith to step away from "traditional" markets to sell locally.

This winter I was able to hear a first hand account of a Wyoming producer who branched out this year and sold several steers as slaughter beef as well as pre-packaged boxed beef. They indicated that logistically there were various things to consider such as marketing and branding the product (telling their story), where and how they would sell the product, such as a farmers market, and having the animal processed by a state or federal inspected facility. I believe this is an obstacle we as an industry will have to face very quickly to meet the growing local demand. They learned a lot from their experience, but also sold all of the beef they had for sale within the summer just by word of mouth advertising.

According to the University of Wyoming Extension they indicate that, "Wyoming farmers’ markets generated more than $2.1 million of direct sales throughout Wyoming during 2013, and generated secondary sales of more than $654,000, for a total economic contribution to the Wyoming economy of nearly $2.8 million." These types of markets make it easy to target those individuals who seek locally made or risen products, but like our friends above, old fashioned word-of-mouth works just as well too. Other ways to branch out include local advertisements and sometimes social media (note that there are specific rules related to these types of sales) that can be a cost effective option when just starting out.

Understanding the type of product you want to give consumers as well as the rules and regulations behind safely running your business is extremely important. This also goes for other food ventures such as homemade food products, think bread, and home-raised produce. Grandma's garden certainly looks different from 60 years ago, but the concept of feeding a hungry crowd is still the same...just with a few more technicalities. I would highly recommend the following resources laid out by our Extension Service and using your local extension office to help you along the way.

While it may not be an option for all producers to branch out into new markets, I believe it has potential for those individuals willing to pursue it. I hope this gives you some food for thought as you look to 2021 with more hope and direction. So, where do YOU go from here?