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Meat Marketing. Diana Endicott Good Natured Family Farms Founder and Director. SARE 20th Anniversary • March 25-27, 2008 • Kansa City, Mo. Consolidation. 4 beef packers control 84% of the market 4 pork packers control 66% of the pork market

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Meat marketing

Meat Marketing

Diana Endicott

Good Natured Family FarmsFounder and Director

SARE 20th Anniversary • March 25-27, 2008 • Kansa City, Mo

Meat marketing


  • 4 beef packers control 84% of the market

  • 4 pork packers control 66% of the pork market

  • Top 4 poultry companies process 59% of the broilers

  • Top 4 companies process 56% of the turkey market

Consider this:

Meat marketing


Local Farmers, Proccessors, and Retailers

  • 95% Located in Kansas & Missouri

  • Majority within 200 Mile Radius

  • Within 7-hour drive

Meat marketing

The McKay Family

Mindenmines, MO

GNFF All-Natural Beef

USDA definition of


Minimally processed no artificial ingredients or preservatives.

Meat marketing

Maddick Family

Lathrop, MO

GNFF Free Range Chicken

Meat marketing

Frank Reese

Good Shepherd Turkey Ranch

GNFF Heritage Turkeys

Meat marketing

The Neuner Family

Ozark Mountain Coop

GNFF Pastured Pork

Meat marketing

Employ 10 people

Process 1.5 Million Lbs of beef per year

Dry-Aging Reduces Ecoli 0157:H7

Uniontown, KS.

All-Natural Beef Processing

Meat marketing

First Multi-Species Processing Plant

USDA Federal Inspected

Poultry Processing

Meat marketing

Nebraska Turkey Growers Processing Plant

10,000 Bird Minimum

Sell Approximately 500 birds

Good Shepard Turkey Ranch – Frank Reese coordinates area ranchers to raise turkeys

Heritage Turkey Processing

Meat marketing

Ozark Mountain Pork Cooperative

Own & Operate their own processing plant in Mountain View, Missouri

Pastured Pork Processing

Meat marketing

New-Grass Bison Coop

Krehbiels Processing Plant in McPherson, KS

USDA Inspected

Sold Frozen In Stores

Bison Processing

Meat marketing

Good Natured Family Farms Alliance

All Natural

Beef Coop

Free Range Chicken

Fulton Community &

Campo Lindo Farms

Ozark Mountain

Pork Cooperative

New Grass

Bison Coop

Heritage Turkeys

Good Shepard

Turkey Ranch


Uniontown, KS


Uniontown, KS


Campo Lindo

Lathrop, MO


Mountain View, MO


Meadow Brook



McPherson, KS


Turkey Growers

Gibbon, NE



McPherson, KS

Good Natured Family Farms Alliance


Meat marketing


Bird Flu

Mad Cow

Food Safety

A California meat company on Sunday issued the largest beef recall in history, 143 million pounds, some of which was used in school lunch programs, Department of Agriculture officials announced.

Meat marketing


  • USDA based ISO 9000 program

  • Verify Label Special Claims

  • Source Verification

Meat marketing

Identification and Traceability

Ear Tag Number Package Identification

Meat marketing

  • source: Aninal Compassionate – Whole Foods.

  • No antibiotics — ever

  • No animal byproducts in feed

  • No gestation crates

  • Sows provided freedom of movement in farrowing (birthing) pens

  • Bedding required to satisfy natural rooting instincts

Pastured Pork

Meat marketing

% Customer


% Sales


% Profit




Finding a Retail Customer

Meat marketing

Targeting a Customer

  • Database mining

Meat marketing






In-Store Demos

& Sampling

Increasing Product Movement

Scale: 1 to 5; 5 Most Effective

Meat marketing

Promoting LocallyGrown

Customers' Receipts

Meat marketing

Gary & Marilyn EdelmanGood Natured Family Farms Beef Producers

Meat Road Show

Meat marketing

The Rice Family

Meet The Growers

Meat marketing



Hen House Markets’ Staff Members

Participate in Walk

Community Outreach

Meat marketing

Colby Garrelts


Mark Juhnke

Grand St. Cafe

Frank Marciniak

Café des Amis

Sean P. Price

Lidia’s Kansas City

Local Chefs

Meat marketing

Diana Endicott


Phone: (620)939-4933

1976 55th St.

Bronson, KS 66716