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Addi V l t GAdding Value to Grassg -FdB fNih M kti Eff tFed Beef Niche Marketing … · Fed Beef...
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Addi Vl t G FdB f Ni h M k ti Eff t Adding Value to Grass Fed Beef Niche Marketing Efforts Adding Value to Grass-Fed Beef Niche Marketing Efforts Adding Value to Grass-Fed Beef Niche Marketing Efforts Adding Value to Grass Fed Beef Niche Marketing Efforts C thi Dl (P f i lD l tG tP ) Cynthia Daley (Professional Development Grant Program) Cynthia Daley (Professional Development Grant Program) P j tN b EW04 012 Actions Lipid profile assessments were done for participating producers with meat samples Project Number: EW04-012 Actions Lipid profile assessments were done for participating producers, with meat samples from each evaluated in triplicate Data were analyzed and reports generated for Th j d df ih k i f I ddi i i h from each evaluated in triplicate. Data were analyzed and reports generated for Title: Adding Value to Grass-Fed Beef Niche Marketing Efforts The project conducted four niche marketing conferences In addition to covering such d Title: Adding Value to Grass-Fed Beef Niche Marketing Efforts The project conducted four niche marketing conferences. In addition to covering such producers. topics niche marketing trends and options feeds for growth and product quality meat Principal Investigator: topics niche marketing trends and options, feeds for growth and product quality, meat Principal Investigator: quality assessments and food safety the conferences addressed: The project also obtained an ‘omega-3’ label claim for the CSU-Chico natural grass- Cynthia Daley quality assessments, and food safety, the conferences addressed: The project also obtained an omega 3 label claim for the CSU Chico natural, grass Cynthia Daley fed beef product through the USDA Food Safety Inspection Service USDA C ll fA i lt fed beef product through the USDA Food Safety Inspection Service. USDA College of Agriculture L b li d di USDA id li dh standards have been posted to the website for producer review C lif i S Ui i Chi Labeling meat products according to USDA guidelines and how to create your own standards have been posted to the website for producer review. California State University, Chico Labeling meat products according to USDA guidelines and how to create your own California State University, Chico label process verification and FSIS regulations Th j l d l ki ddi i h ii l bj i fh Plumas Hall #317 label, process verification, and FSIS regulations The project team completed several tasks in addition to the original objectives of the Plumas Hall #317 How to add an “omega 3” label claim to your grass fed product The project team completed several tasks in addition to the original objectives of the Chico CA 95929 How to add an omega-3 label claim to your grass-fed product SARE-funded project: Chico, CA 95929 Consumer information on how to prepare grass fed meat products recipes for SARE-funded project: 530 898 6280 Consumer information on how to prepare grass-fed meat products – recipes for 530.898.6280 it ll t 1 Laboratory assessment and data analysis to support the claim that grass fed dl @ hi d virtually every cut 1. Laboratory assessment and data analysis to support the claim that grass-fed [email protected] virtually every cut h i li i f bli h d ki h f fd d i b f d t ti l tdl l f 3 d CLA t ll d f [email protected] A comprehensive listing of published work in the area of grass-fed meat production beef products contain elevated levels of omega-3 and CLA at all degrees of A comprehensive listing of published work in the area of grass fed meat production f in these areas: fatness Participants: in these areas: fatness Participants: o Effect of diet on lipid profiles in the final meat product 2 Lb t t ddt l i th ff t f ti li id fil Glenn Nader UCCE Livestock and Range Management Advisor Butte Yuba and o Effect of diet on lipid profiles in the final meat product 2. Laboratory assessment and data analysis on the effect of ration on lipid profiles Glenn Nader, UCCE Livestock and Range Management Advisor, Butte, Yuba, and H lth d t iti lit t it lt t fd t 2. Laboratory assessment and data analysis on the effect of ration on lipid profiles S tt ti o Health and nutrition literature as it relates to grass-fed meat in steers – grain grain/grass and grass only Sutter counties F d f in steers grain, grain/grass, and grass only S h i L UCCE Li k dR M Ad i M i d o Forages and performance 3 A ffi i l d l d dd i ih k i Stephanie Larson UCCE Livestock and Range Management Advisor Marin and o Forages and performance 3 An unofficial producer taste panel conducted during a niche marketing Stephanie Larson, UCCE Livestock and Range Management Advisor, Marin and o Carcass quality and consumer taste panels 3. An unofficial producer taste panel conducted during a niche marketing Sonoma counties o Carcass quality and consumer taste panels conference to determine preferences between grass-fed and grain-fed steaks Sonoma counties conference to determine preferences between grass-fed and grain-fed steaks Marin Sun Farms David Evans Iverness CA The educational website www csuchico edu/agr/grassfedbeef/ is being maintained on Marin Sun Farms, David Evans, Iverness, CA The educational website, www.csuchico.edu/agr/grassfedbeef/ is being maintained on Hi h Si B fD M Ab CA th CSU Chi i t th id t Th it i ld if ti High Sierra Beef, Dan Macon, Auburn, CA the CSU Chico server as a service to the industry. The site includes information on W G l dB fI S h lhb fi f fdb f ih k i l b li i h d Western Grasslands Beef Inc., Sacramento health benefits of grass-fed beef niche marketing labeling recipes research and a cost Western Grasslands Beef Inc., Sacramento health benefits of grass fed beef, niche marketing, labeling, recipes, research, and a cost Neff Family Ranches Newport Beach CA study Neff Family Ranches, Newport Beach CA study. SARE Grant: $60 000 SARE Grant: $60,000 Cattle graze at Cattle graze at ili h Chi twilight near Chico. Si i Situation Situation Pt ti lB fit Potential Benefits The ‘natural’ and ‘organic’ markets in the beef industry are growing at 24% a year The natural and organic markets in the beef industry are growing at 24% a year h i fh j li h i d b i i h ith l f th $350 illi S h ih kt b fi i ll The impact of the projects accomplishments is expected to be an increase in the with sales revenue of more than $350 million. Such niche markets can be financially The impact of the projects accomplishments is expected to be an increase in the di ll d id i d bl ihl i number of grass fed producers using ‘omega 3’ labeling to enhance marketability of rewarding to small and mid-size producers unable to compete with low margins number of grass-fed producers using omega-3 labeling to enhance marketability of rewarding to small and mid size producers unable to compete with low margins grass fed meat products received in the commodity market grass-fed meat products. received in the commodity market. At th ti ill b th t fd t d t b At the same time, consumers will become aware that grass-fed meat products can be Workshops taught participants to better understand However to succeed niche marketers must differentiate their product by telling its At the same time, consumers will become aware that grass fed meat products can be Workshops taught participants to better understand However, to succeed, niche marketers must differentiate their product by telling its a source of omega-3 in their diets the various cuts of meat. t idi b d iti O it h ifi if ti th t a source of omega 3 in their diets. the various cuts of meat. story or providing brand recognition. One way is to have specific information that story or providing brand recognition. One way is to have specific information that ifi h h l hf l fh d d l k i l The project team worked with three cooperators to assist in the process and verifies the healthful aspects of the products and to employ a marketing plan to The project team worked with three cooperators to assist in the process and verifies the healthful aspects of the products and to employ a marketing plan to ti i t dth t th ill f ll promote the product and these beneficial attributes Results anticipated that others will follow. promote the product and these beneficial attributes. Results The conference attendance ranged between 30 to 125 attendees per day including Obj ti The conference attendance ranged between 30 to 125 attendees per day, including Objectives d lli d t ti t ti t il t i producers, alliance and meat cooperative representatives, retailers, processors, extension producers, alliance and meat cooperative representatives, retailers, processors, extension l d d d i h di f h f h b 1 P id t ii d d ti f d d t i l ltdt personnel students and academics The proceedings of each conference have been 1. Provide training and education for producers and extension personnel related to personnel, students, and academics. The proceedings of each conference have been th t ti l h lth b fit f fdb f d t posted to the educational website the potential health benefits of grass-fed beef products posted to the educational website. the potential health benefits of grass fed beef products B d ii f db k h f d i fi A 2006 2 P id d ith lt t f th i fd d ti t t lli id Based on participant feedback, the conferences covered topics of interest. A 2006 survey 2. Provide producers with complete reports of their grass-fed product in total lipid Based on participant feedback, the conferences covered topics of interest. A 2006 survey l i( li d b CS CA li dA i l l h ii i showed the percentage of attendees who rated as ‘good’ to ‘excellent’ these attributes: analysis (supplied by a concurrent CSUC Applied Agricultural Research Initiative showed the percentage of attendees who rated as good to excellent these attributes: analysis (supplied by a concurrent CSUC Applied Agricultural Research Initiative project) i fi d ih il d project) 96% were satisfied with material covered 96% were satisfied with material covered 92% id h i d h dhik ld fh bj 3 Provide support for the maintenance and enhancement of the grass-fed beef 92% said the event increased or enhanced their knowledge of the subject 3. Provide support for the maintenance and enhancement of the grass-fed beef 92% said the event increased or enhanced their knowledge of the subject website www csuchico edu/agr/grassfedbeef/ 92% id h h h i di hi k website www.csuchico.edu/agr/grassfedbeef/ 92% said they expect to use what they gained in their work 92% said they expect to use what they gained in their work 83% id th h d t fl 4 Provide one to one support for grass fed beef producers to develop their own 83% said the handouts were useful 4. Provide one-to-one support for grass-fed beef producers to develop their own 83% said the handouts were useful personal labels appropriate for USDA approval through annual grass fed beef 96% t d th f dt ll t A l fl b li th t t G fd ttl k idd hd t personal labels appropriate for USDA approval through annual grass-fed beef 96% rated the conference as good to excellent An example of labeling that promotes Grass-fed cattle seek midday shade at kh omega 3 benefits of natural grass fed beef CSU Chico pastures workshops omega-3 benefits of natural, grass-fed beef. CSU Chico pastures.
Transcript of Addi V l t GAdding Value to Grassg -FdB fNih M kti Eff tFed Beef Niche Marketing … · Fed Beef...
Addi V l t G F d B f Ni h M k ti Eff tAdding Value to Grass Fed Beef Niche Marketing EffortsAdding Value to Grass-Fed Beef Niche Marketing EffortsAdding Value to Grass-Fed Beef Niche Marketing EffortsAdding Value to Grass Fed Beef Niche Marketing Efforts g gC thi D l (P f i l D l t G t P )Cynthia Daley (Professional Development Grant Program)Cynthia Daley (Professional Development Grant Program)y y ( p g )
P j t N b EW04 012 Actions Lipid profile assessments were done for participating producers with meat samplesProject Number: EW04-012 Actions Lipid profile assessments were done for participating producers, with meat samples jfrom each evaluated in triplicate Data were analyzed and reports generated for
Th j d d f i h k i f I ddi i i hfrom each evaluated in triplicate. Data were analyzed and reports generated for
Title: Adding Value to Grass-Fed Beef Niche Marketing Efforts The project conducted four niche marketing conferences In addition to covering suchp y p g
dTitle: Adding Value to Grass-Fed Beef Niche Marketing Efforts The project conducted four niche marketing conferences. In addition to covering such producers.topics niche marketing trends and options feeds for growth and product quality meat
p oduce s.Principal Investigator: topics niche marketing trends and options, feeds for growth and product quality, meat Principal Investigator:
quality assessments and food safety the conferences addressed: The project also obtained an ‘omega-3’ label claim for the CSU-Chico natural grass-Cynthia Daley quality assessments, and food safety, the conferences addressed: The project also obtained an omega 3 label claim for the CSU Chico natural, grassCynthia Daley q y y
fed beef product through the USDA Food Safety Inspection Service USDAy yC ll f A i lt
fed beef product through the USDA Food Safety Inspection Service. USDA College of Agriculture
L b li d di USDA id li d h standards have been posted to the website for producer reviewg gC lif i S U i i Chi Labeling meat products according to USDA guidelines and how to create your own standards have been posted to the website for producer review.California State University, Chico Labeling meat products according to USDA guidelines and how to create your own p pCalifornia State University, Chico
label process verification and FSIS regulations Th j l d l k i ddi i h i i l bj i f hPlumas Hall #317 label, process verification, and FSIS regulations The project team completed several tasks in addition to the original objectives of thePlumas Hall #317 How to add an “omega 3” label claim to your grass fed product
The project team completed several tasks in addition to the original objectives of the Chico CA 95929 How to add an omega-3 label claim to your grass-fed product SARE-funded project:Chico, CA 95929
Consumer information on how to prepare grass fed meat products recipes forSARE-funded project:
530 898 6280 Consumer information on how to prepare grass-fed meat products – recipes for 530.898.6280 p p g p pi t ll t 1 Laboratory assessment and data analysis to support the claim that grass fed
d l @ hi d virtually every cut 1. Laboratory assessment and data analysis to support the claim that grass-fed [email protected] virtually every cut
h i li i f bli h d k i h f f d d iy y pp g
b f d t t i l t d l l f 3 d CLA t ll d [email protected] A comprehensive listing of published work in the area of grass-fed meat production beef products contain elevated levels of omega-3 and CLA at all degrees of A comprehensive listing of published work in the area of grass fed meat production p g g
fin these areas: fatnessParticipants: in these areas: fatnessParticipants:
o Effect of diet on lipid profiles in the final meat product 2 L b t t d d t l i th ff t f ti li id filGlenn Nader UCCE Livestock and Range Management Advisor Butte Yuba and o Effect of diet on lipid profiles in the final meat product 2. Laboratory assessment and data analysis on the effect of ration on lipid profilesGlenn Nader, UCCE Livestock and Range Management Advisor, Butte, Yuba, and p p pH lth d t iti lit t it l t t f d t
2. Laboratory assessment and data analysis on the effect of ration on lipid profiles , g g , , ,S tt ti o Health and nutrition literature as it relates to grass-fed meat in steers – grain grain/grass and grass onlySutter counties g
F d fin steers grain, grain/grass, and grass only
S h i L UCCE Li k d R M Ad i M i d o Forages and performance 3 A ffi i l d l d d d i i h k iStephanie Larson UCCE Livestock and Range Management Advisor Marin and o Forages and performance 3 An unofficial producer taste panel conducted during a niche marketingStephanie Larson, UCCE Livestock and Range Management Advisor, Marin and o Carcass quality and consumer taste panels 3. An unofficial producer taste panel conducted during a niche marketing
Sonoma counties o Carcass quality and consumer taste panels conference to determine preferences between grass-fed and grain-fed steaksSonoma counties conference to determine preferences between grass-fed and grain-fed steaksMarin Sun Farms David Evans Iverness CA The educational website www csuchico edu/agr/grassfedbeef/ is being maintained onMarin Sun Farms, David Evans, Iverness, CA The educational website, www.csuchico.edu/agr/grassfedbeef/ is being maintained on Hi h Si B f D M A b CA
, g g gth CSU Chi i t th i d t Th it i l d i f tiHigh Sierra Beef, Dan Macon, Auburn, CA the CSU Chico server as a service to the industry. The site includes information on g , , ,
W G l d B f I Sthe CSU Chico server as a service to the industry. The site includes information on h l h b fi f f d b f i h k i l b li i h dWestern Grasslands Beef Inc., Sacramento health benefits of grass-fed beef niche marketing labeling recipes research and a costWestern Grasslands Beef Inc., Sacramento health benefits of grass fed beef, niche marketing, labeling, recipes, research, and a cost
Neff Family Ranches Newport Beach CA studyNeff Family Ranches, Newport Beach CA study.
SARE Grant: $60 000SARE Grant: $60,000,Cattle graze atCattle graze at
ili h Chitwilight near Chico.g
Si iSituationSituationP t ti l B fitPotential Benefits
The ‘natural’ and ‘organic’ markets in the beef industry are growing at 24% a yearThe natural and organic markets in the beef industry are growing at 24% a year h i f h j li h i d b i i h
g y g g yith l f th $350 illi S h i h k t b fi i ll The impact of the projects accomplishments is expected to be an increase in thewith sales revenue of more than $350 million. Such niche markets can be financially The impact of the projects accomplishments is expected to be an increase in the $ y
di ll d id i d bl i h l i number of grass fed producers using ‘omega 3’ labeling to enhance marketability ofrewarding to small and mid-size producers unable to compete with low margins number of grass-fed producers using omega-3 labeling to enhance marketability of rewarding to small and mid size producers unable to compete with low margins grass fed meat productsreceived in the commodity market grass-fed meat products. received in the commodity market. g p
At th ti ill b th t f d t d t bAt the same time, consumers will become aware that grass-fed meat products can beWorkshops taught participants to better understandHowever to succeed niche marketers must differentiate their product by telling its
At the same time, consumers will become aware that grass fed meat products can be Workshops taught participants to better understand However, to succeed, niche marketers must differentiate their product by telling its a source of omega-3 in their dietsthe various cuts of meat., , p y gt idi b d iti O i t h ifi i f ti th t
a source of omega 3 in their diets.the various cuts of meat.story or providing brand recognition. One way is to have specific information thatstory or providing brand recognition. One way is to have specific information that
ifi h h l hf l f h d d l k i l The project team worked with three cooperators to assist in the process andverifies the healthful aspects of the products and to employ a marketing plan to The project team worked with three cooperators to assist in the process and verifies the healthful aspects of the products and to employ a marketing plan to p j p pti i t d th t th ill f llpromote the product and these beneficial attributes Results anticipated that others will follow.promote the product and these beneficial attributes. Results p
The conference attendance ranged between 30 to 125 attendees per day includingObj ti The conference attendance ranged between 30 to 125 attendees per day, including Objectives g p y, gd lli d t ti t ti t il t ij producers, alliance and meat cooperative representatives, retailers, processors, extensionproducers, alliance and meat cooperative representatives, retailers, processors, extension
l d d d i h di f h f h b1 P id t i i d d ti f d d t i l l t d t personnel students and academics The proceedings of each conference have been1. Provide training and education for producers and extension personnel related to personnel, students, and academics. The proceedings of each conference have been g p pth t ti l h lth b fit f f d b f d t posted to the educational websitethe potential health benefits of grass-fed beef products posted to the educational website.the potential health benefits of grass fed beef products
B d i i f db k h f d i f i A 20062 P id d ith l t t f th i f d d t i t t l li id Based on participant feedback, the conferences covered topics of interest. A 2006 survey2. Provide producers with complete reports of their grass-fed product in total lipid Based on participant feedback, the conferences covered topics of interest. A 2006 survey 2. Provide producers with complete reports of their grass fed product in total lipid l i ( li d b CS C A li d A i l l h i i i showed the percentage of attendees who rated as ‘good’ to ‘excellent’ these attributes:analysis (supplied by a concurrent CSUC Applied Agricultural Research Initiative showed the percentage of attendees who rated as good to excellent these attributes:analysis (supplied by a concurrent CSUC Applied Agricultural Research Initiative
project) i fi d i h i l dproject) 96% were satisfied with material covered 96% were satisfied with material covered92% id h i d h d h i k l d f h bj3 Provide support for the maintenance and enhancement of the grass-fed beef 92% said the event increased or enhanced their knowledge of the subject3. Provide support for the maintenance and enhancement of the grass-fed beef 92% said the event increased or enhanced their knowledge of the subject
website www csuchico edu/agr/grassfedbeef/ 92% id h h h i d i h i kwebsite www.csuchico.edu/agr/grassfedbeef/ 92% said they expect to use what they gained in their work92% said they expect to use what they gained in their work83% id th h d t f l4 Provide one to one support for grass fed beef producers to develop their own 83% said the handouts were useful4. Provide one-to-one support for grass-fed beef producers to develop their own 83% said the handouts were useful
personal labels appropriate for USDA approval through annual grass fed beef 96% t d th f d t ll t A l f l b li th t tG f d ttl k idd h d tpersonal labels appropriate for USDA approval through annual grass-fed beef 96% rated the conference as good to excellent An example of labeling that promotes Grass-fed cattle seek midday shade at p pp p pp g gk h
96% ed e co e e ce s good o e ce e p g pomega 3 benefits of natural grass fed beef
yCSU Chico pasturesworkshops omega-3 benefits of natural, grass-fed beef.CSU Chico pastures.p
