How to Price and Sell Your Meat Online Direct to Consumer

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Welcome to the latest edition of the Meat Success podcast blog series! Katie here, co-founder of Chop Local and Chop Local University. As I prepare to speak at the Annual Grassworks Conference in La Crosse, Wisconsin, I want to share insights from my presentation, "E-commerce That Works: Proven Strategies for Direct-to-Consumer Farms." Many of you may recognize this presentation from last fall's National Ag Marketing Summit. Here's a portion packed with valuable strategies we’ve developed over years of navigating e-commerce in the meat industry.

From Grocery Stores to Online Platforms

Reflecting on my own experiences, starting from my days as a budget-conscious newlywed shopping at my local Fairway’s meat counter, I've learned valuable lessons about consumer behaviors. Traditional sales focus on price per pound, allowing customers to control their spending and make informed choices right at the counter. Our initial goal at Chop Local in 2020 was to emulate this experience online, believing it best served both producers and consumers.

Unveiling the Survey Insights

We've been conducting a national survey for four years, targeting farmers and butcher shops across all 50 states. This endeavor is directed at understanding online meat marketing and sales dynamics. Our surprising discovery was that only 50% of farms selling online use direct weight pricing. The rest preferred what we call "weight variation" or "by the cut" pricing, revealing a preference shift we hadn't anticipated.

Advantages of Weight Variation Pricing

Listening to farmers, such as one from Nevada, we realized that weight variation pricing eradicates the uncertainty customers face. This method groups products into set weight ranges with a fixed price, which simplifies purchasing decisions. Our colleague reported increased sales and customer satisfaction, as this system offers transparency and reliability.

Implementing a Customer-Friendly System

Adapting to customer needs, we transitioned towards weight variation pricing. For instance, a chuck roast might be priced as $24.99 within a 2.5 to 2.75-pound range. Customers appreciate knowing the exact amount during purchase, avoiding post-purchase surprises typical in a catch weight system.

Executing the Transition

When adopting weight variation, inventory management becomes crucial. Producers categorize and inventory their products into predetermined weight ranges straight from the processor, streamlining fulfillment and enhancing accuracy.

Navigating Customer Relations

Ensuring customers receive the correct weight range is vital, and should discrepancies arise, proactive communication is key. Offering a higher weight range when inventory discrepancies occur can mitigate dissatisfaction, ensuring a seamless customer experience.

For those exploring e-commerce platforms for meat sales, weight variation offers a proven, customer-oriented approach. It accommodates diverse platforms, broadening your options and potential for satisfaction. We invite you to engage with us further about platform choices, bolstered by survey insights and satisfaction data. Reach out via Instagram or at Chop Local University for further discussions.

We're excited to support your journey in e-commerce, and as always, we welcome your feedback and questions on future topics for exploration.

Thank you for joining me in exploring this pivotal aspect of direct-to-consumer commerce. We appreciate your continued support and look forward to providing more valuable insights soon. Stay tuned for future interviews and discussions!