Download - Meat 2.0 vr7

#GFFChi #GOODMEAT@redmeatmarket

by @[email protected]

Property of Red Meat Market Inc.Copy write 2013

Mark Wilhelms, Who?Tech Entrepreneur and Brand Marketing/Digital Media/Meat Lover

•Launched, web tech start-up 1994

•Leader in Digital Marketing and Social Media

• Over 3000 websites for major corporations.

• Wanna be Cowboy with a history in a Grass-Fed Cattle operation.

•Jazz Pianist/Fly Fisherman

Original Title

SUSTAINABLE MEAT

“meets the needs of the present without compromising the ability of future generations to meet their own

needs." Property of Red Meat Market Inc. Copywrite 2013

NAH…

@redmeatmarket #GOODMEAT

LOCAL MEAT 2.0 How

Social Media took on

Big Meatand changed the Meat system forever.


Property of Red Meat Market Inc. Copywrite 2013

Buying decisions:

1. Direct From Farm

2. Sustainable 3. Goodness4. Humane

Treatment5. Trust6. Get to pet a

pony

LOCAL MEAT 1.0

THREE T’sTasteTrustTransparency

Meet the Farmer

Property of Red Meat Market Inc.Copy write 2013 @redmeatmarket

#GOODMEAT

SUSTAINABLE MEAT

Good MEAT went Mainstream http://vimeo.com/57022503


http://vimeo.com/57022503

Buying decisions:

1. Regional/Local2. Goodness3. Customer

Service/Dist4. Humane

Treatment5. Sustainability6. Buy your own

pony

LOCAL MEAT 2.0


Know the Region


#GOODMEAT

LOCAL MEAT 2.0

Regional is the new Local

Think Regionally, Act Locally

Hyper local - 25 mile radius

Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket

#GOODMEAT

LouisjohnSlagel

BartlettDurand


Mark Wilhelms

Bill Kurtis

GregGunthrop

Dr. PattyWhisnant

Leaders - LOCAL MEAT 2.0

1992


Where it began…LOCAL MEAT 0.0

LOCAL MEAT 1.0


#GOODMEAT

LOCAL MEAT 1.0


1992

Dr. PattyWhisnant


LOCAL MEAT 1.0

2003


#GOODMEAT

LOCAL MEAT 1.0

2005


#GOODMEAT

LOCAL MEAT 1.0


#GOODMEAT

Bill Kurtis 2005

LOCAL MEAT 1.0

#GFFChi #GOODMEAT

2006


http://michaelpollan.com/books/the-omnivores-dilemma/

LOCAL MEAT 1.0

2006


#GOODMEAT

LOCAL MEAT 1.0

2007


LouisjohnSlagel

LOCAL MEAT 1.0

2007


BartlettDurand


LOCAL MEAT 1.0

2008


GregGunthrop


LOCAL MEAT 1.0

2007


Dr. PattyWhisnant


LOCAL MEAT 1.0

2008

Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT

LOCAL MEAT 1.0

BIG MEAT vrs Social Responsibility


#GOODMEAT

2009 - 2010

LOCAL MEAT 1.0

“Downed Cows” in Big Meat Feedlots 2008

Mad Cow Scare: 143 Million Pounds of Ground Meat Recalled2008


2008 - 2010

LOCAL MEAT 1.0

Meat GlueMRSAAntibiotics in Meat

BIG MEAT vrs Health


2010 - 2011

03/ 8/2012Pink Slime Found In 70% Of

Supermarket Ground Beef In ABC Investigation


LOCAL MEAT 2.0

Consumers became curious

Two things happened

Big Meat got nervous


#GOODMEAT

Defining the opportunity

LOCAL MEAT 2.0

Demand for grass-fed beef is growing

Accounts for only about 3% of the market

Demand is growing 20%Dr. Alan Williams says: Late 1990’s -100 producers. Now 2,000 producers

Grown to a $2.5 billion in retail value.

November 23, 2012|By Georgina Gustin


#GOODMEAT

http://articles.latimes.com/2012/nov/23

LOCAL MEAT 2.0

Health

Price

PEOPLE BUY on FEAR and GREED


#GOODMEAT

The MBA’s said..

LOCAL MEAT 2.0#1 Big Meat branded products

or Fear = Health• Antibiotic Free/Hormone

free, no GMO’s • Omaha ABF, Meyers,

Creekstone, Duroc Pork.

#2 Imported Meats or Greed = Price:• Grass-Fed meats at lower

price points• Uruguay, Argentina,

Tasmania, Australia


#GOODMEAT

BIG MEAT

Counter attacks!

LOCAL MEAT 2.0

BIG MEAT

was WRONG!

LOCAL WINS!


LOCAL MEAT 2.0


LOCAL WINS!

ORIGIN WINS!


LOCAL MEAT 2.0 Evolution,

Revolutionor Dissolution?

How will our local meat system scale to meet the demands of the market?


#GOODMEAT

11 million consumersAve red meat consumption 60

lbs/personIf 3% eat Grass-fed = $237 million @

retailor 19 million pounds of beef

Chicago market requires 35,000 Grass-fed steers per year and

growing 20% annually.

Chicago Grass-Fed Market


#GOODMEAT

Providers

Retail

HRIOnlin

eEven

ts

Cut/Pack

Processing

SalesMarketingPromotionDistribution

Local Meat 2.0 Model:


Choke point.

$237 millionRetail market(chicago)

Supply2.5 million cowsin SW Wisconsin


LOCAL MEAT 2.0Category is confused!

• Raised without antibiotics• Fed no animal proteins• Natural• All natural• Grain-Finished• Corn Finished• No added hormones• 100% Grass-Fed• Locally raised within X miles• Locally pastured• No GMO’s• Naturally Foraged

Property of Red Meat Market Inc.Copy write 2013

What?


LOCAL MEAT 2.0


Keep it simple…

LOCAL MEAT 2.0

Regional is the new Local

Think Regionally, Act Locally

Hyper local - 25 mile radius


#GOODMEAT

LOCAL MEAT 2.0


#GOODMEAT

LOCAL MEAT 3.0 Pro-sumers

Buying decisions:

1. Regional/Local2. Goodness/Taste3. Customer

Service/Dist4. Humane/ No

Feedlots5. Green/

Sustainability6. Buy your own

pony

LOCAL MEAT 2.0


Know the Region


#GOODMEAT

by @[email protected]

Mark Wilhelms say’s thank you!

@[email protected]
