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Agri-marketing for Rare Breed Meat producers

February 15, 2021
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Farm Diversification

Agri marketing for Rare Breed Meat producers

Is there still commercial value in rare and native breeds?

Over the past 10 to 20 years UK farming has almost turned completely to commercial breeds and away from our traditional Native breeds. Although there are still exceptions to this, for example, Suffolk sheep and Aberdeenrare breed agri marketing Angus Cattle. This has meant that there has been a large increase in our UK traditional breeds being moved onto the rare breed watch list. Although this is a case there is still a purpose for the majority of these breeds as they have been purpose-bred for their surroundings. With careful Agri marketing, these breeds can still have financial benefits.

With new environmental schemes coming into place breeds which in the past have seen decline have now seen a resurgence. For example, in Cumbria, the Herdwick breed of sheep has seen a bit of a comeback over the last few years as some breeders have chosen to use them in harsher conditions where commercial ewes have struggled.

Why is agri marketing so important?

With some producers turning back to these now rare breeds it is key that they are marketed correctly to ensure the consumer gets the story behind what they are purchasing. With the majority of these rare breeds producing higher quality end products. It needs to be shouted about!

farm marketingAt the end of the day, we buy food because of its taste and look. So, if the producer lets us know that it is slow matured, pasture-fed, native bred Dexter beef that’s been hung for 30 days rather than simply commercial British beef it will sell better. This is because it paints the picture to the consumer. And especially as the public is ever more interested in how their food is produced it is key to tell them exactly what it is. Marketing, Marketing, Marketing, it is so important. It could make the difference between getting paid base price at an abattoir to a premium price sold off-farm or in a local butcher.

Using Agri Marketing to overcome consumer fears!

This may sound easy but there are many fears from both the producer and consumer side when it comes to trying new things. First of all, with some rare breeds they don’t grow as quickly therefore Mutton and over 30-month-old cattle are the end product produced. To help the consumer recipe ideas need to be given and possibly even samples to give them the confidence in the quality of the products. This could be done through a marketing campaign based around new products and give that vital information that could turn the public into your customers. As said before, the more information given the better understanding the consumer has.

There have also been updates to the red tractor standards, tightening animal welfare regulations even more. This has meant that some farmers have turned back to more traditional outdoor rearing methods. This is where traditional British breeds are in their element. This is how they are bred to thrive and can outperform commercially bred breeds in some areas. This can especially be seen in pig production as with outdoor production you simply cannot use the hybrid breeds and breeds like the Duroc and Tamworth thriving in traditional outdoor production.  This new update the Red Tractor standards could mean for a resurgence in British Native breeds.

Educate your consumers – let them see your passion!

On top of marketing the product. The best way to sell your products is to get them out there and take onboard any PR opportunity. Even if it’s going into the local school and letting the children taste what you produce andagri marketing doing a talk on what exactly it all is. You are educating them for the future, and they could go back and tell their parents what they have learnt and could trigger a purchase. There are also always opportunities arising to talk to the press, it’s just keeping your eye out for when an opportunity arises.

So yes, we are going to be seeing more Traditional British meats on our plate but as a producer, it is key to get yourself out there and market you, your company and most of all your products. Thinking outside the box and anything innovative will help. Here at Flame Marketing, we are specialists in this area and can always be here to help! Don’t be afraid to get in touch. We also offer a FREE Initial consultation which can point you in the right direction.

If you are looking to take your rare breed farm to the next level check out our Firestarter package.

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We do made-to-measure and bespoke.

Every farm is
We do made-to-measure and bespoke. 

Every farm is different, every diversification project is different, and every business is different. 

So why would they all have the same marketing package? 

That's why we do bespoke packages for each of our clients.

Get in touch to find out how we can help your farm today.

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Things to consider when choosing your farm diversi
Things to consider when choosing your farm diversifcation project. 

Regardless of what type of project you are interested in there are bound to be skills or resources that you are lacking. 

By considering your current skills/resources early in the diversification project you can also start to consider what resources or skills you will need to bring in. 

This could include needing a planning consultant to redevelop an existing building or a website designer to create a site you can sell from. 

We work with our clients from an early stage to surround them with the best possible resources and skills both in house and through our strategic partners.

Want to transform your farm business?

Are you rea
Want to transform your farm business?

Are you ready to take your agri-business to the next level? 

Then the Firestarter package is for you, this package will take your agri-business from a flickering flame to an all-out wildfire. Though this package we will transform your business covering the following key areas: 

We will work closely with you to develop a clear and detailed understanding of your ideal customer and their behaviours. We will investigate their fears and problems so we can ensure your products and our marketing strategy resonate with them passionately. 

Get in touch today or book a consult at our website. 

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