DIRECT MARKETING TIPS FOR SELLING LOCAL.

At the farmers market in DeSoto, Missouri, Amber Henry works the crowd. “The sirloin tip tends to dry out in the slow cooker. How about a chuck roast? Have you ever tried lamb steak? Can I get your name on the list for a quarter beef?” she asks.


Her product knowledge and friendly demeanor garner Henry Meat Company new fans each week, but the farmers market is only one of the tools in her toolbox. With a doctorate in educational technology and a day job as professor of education for Missouri Baptist University, Amber uses a website, social media, and good old word of mouth to educate the public and to sell to a hungry local market.

“We keep it local, both selling and buying inputs,” says Amber. The message resonates with her customers.

Are your animals grass-fed? Where do you get your feed? Do you feed GMO grain? The questions come from nearly every market customer, and they are always met with Amber’s patient explanations and Southern hospitality.

“Come out E (the Southern way of saying they live on State Highway E), and you’ll see the calves in the pasture from the road. Stop in and we’ll show you around. While you’re there, you can pick up some steak, pork loin, or lamb chops from the on-farm store. We’d love to have ya,” she says.

Henry Family Farms is 200 acres near DeSoto, an hour south of St. Louis. Amber, her husband, Jamie, and their sons, Logan and Dylan, raise cattle, hogs, and sheep. They sell at local farmers markets, at their on-farm store, and off-the-hoof by the quarter, half, or whole animal.

Around 70 medium-frame Angus calves each year are bred and raised on native pasture and finished on local barley and corn supplemented by brewers grain, a by-product from nearby Anheuser-Busch.
“We’ve found the 1,100-pound carcass is more economical to produce than the 1,300-pound carcass,” explains Jamie. “It costs less per pound and still marbles great.” The warm southern climate allows for year-round breeding, so calves can be harvested monthly.

Meat is processed by a local butcher, who offers advice about which calves produced the best meat. Those pedigrees are used in future breeding decisions.

Pasture Pork

Hog breeds vary but are selected for muscled carcasses and rapid growth. The pigs and Katahdin sheep, also a meat breed, are raised outdoors with shelters.

The Henrys are looking into raising chickens for meat and eggs, but the lack of available inspected chicken processing facilities is a problem, says Amber.

The operation is a family affair, with each family member working his and her strengths. Jamie was raised on the farm and left a job as a heavy equipment mechanic to take on the animal husbandry full time. The duties not only feed his love of the animals and the fresh-air outdoors, but also allow him to use his mechanical skills.

He has designed an all-season, constant-temperature circulating watering system for the hogs, and a retractable roof over a storage shed to accommodate the brewers by-product high-moisture content, yet protect it from the Midwestern weather.
 
The boys feed hogs, round up calves, and are quickly becoming Jack-of-all-trade farmhands.
“I don’t think they realize they’re working,” says their grandfather, Doug Henry. “They’re just having fun.”

Regulations

In addition to her marketing expertise, Amber uses her position as the chair of the county Extension council to navigate the regulatory environment. In the past year, she was able to work collaboratively with the local Extension, health department, and county officials to draft new regulations.

“We understand the need for regulation,” she says. “As direct marketers, we don’t want to do something or see another farmer inadvertently do something wrong that may make community members ill.”

Through an effort that brought all parties to the table, Henry Meat Company is now able to sell directly from the on-farm store. All meat products, whether sold via the store or at farmers markets, must be packaged and frozen at the processor under inspector supervision and must remain frozen through sale. State inspectors also inspect the live animal and carcass prior to cutting and packaging.

Telling The Story

A good product and open doors only go so far. Getting Henry Family Farms meat onto customers’ plates takes marketing. Amber knows her cuts of meat, and she readily offers recommendations to customers. She also makes a point of referring them to Pinterest, where she has recipe boards for everything from the best way to cook brats (Henry Meat Company offers five different flavors) to slow-cooker lamb.

“Pinterest, as well as the farmers markets (a venue she admits is not a huge money-maker), is about getting people to try something new,” says Amber. “I can suggest a different cut, or get them to try a new recipe. Then next time, they’ll buy another product and try something new again. Eventually, they may come to buying the animal by the side or quarter.”

It’s a simple sales hook. Give them a taste, and they’ll come back for more. Off-the-hoof prices are based on current market rates, as Amber is quick to explain to farmers market customers. A quarter beef runs around $650 to $775; half a hog costs between $275 to $310.

“We’re always taking names,” Amber says. “Then, when we harvest, we call to see if they’re ready. Some will want to wait till the next time. That’s OK. We’re ready when they are.”

Amber uses her website to further outline buying options and anticipated harvest dates, as well as give production details and tasty recommendations. The website address is printed on all marketing materials, including raffle tickets for various local charities.

She enthusiastically encourages market customers to come to the on-farm store, an invitation that serves dual purpose. A trip to the farm comes with a tour, a chance to see the animals in their environment, and a place to ask questions.

Social Media

Amber also invites customers to the farm via her Facebook page where 2,500+ followers join her morning cup of coffee, follow the boys working calves, or connect to the local Weight Watcher’s group’s use of Henry Meat Company meats and recipes.


The Facebook venue also allows her to alert customers to nearing harvests or the next Farmer’s Market stop, or to highlight seasonal specialties like mouth-watering Christmas ham.

“It’s all about education,” says Amber, who appreciates the opportunity to tell agriculture’s story as much as her own.
This story was written by Terri Queck-Matzie for the Living the Country Life section of Successful Farming.