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How Social Media took on Big Meat and changed the Meat system forever. I recently was asked to head a panel discussion for the Good Festival in March. The panel was suppose to be titled "Sustainable Meat" I am big believer in sustainability and its fundamental definition of a system that “meets the needs of the present without compromising the ability of future generations to meet their own needs." However, Local meat has taken a much more aggressive posture in the last 5 years and evolved well beyond the simple title of sustainable meat. simply put, I believe the local meat system has tipped and gone mainstream. What once was called Sustainable local meat, I now call Meat 2.0. Therefore, I called the panel Local Meat 2.0. To understand 2.0 lets take a look at 1.0. Meat 1.0 started roughly in 1993 when certain farmers and localvore leaders at the time (although they didn't know it) felt that "Good Meat" was raised primarily on grass and solely on grass in lush green pastures under blue skies. Unlike "Feedlot Cattle" they were not fed grain or antibiotics or hormones or steroids to accelerate their growth but to just feed the animals what they are suppose to eat all their lives - Grass! Turned out the meat actually tastes better, its more healthy, its more humane to the animals and supports a sustainable environment. An industry was born. From 1993 to roughly 2006, this notion of Grass-Fed meats grew rapidly within the bohemian and localvore communities. The American Grass-fed Association was started by Dr Patty Whisnant who later grew her Rain Crow ranch Grass-Fed Beef business to a multi-million dollar powerhouse in the midwest. In Local Meat 1.0 buying decision were simple and composed of local meat lovers whose buying decisions were based on several simple factors: "Meet the Farmer " 1.Buy direct From Farm by going to the Farm 2.Sustainability 3.Goodness - Tastes Great! 4.Humane Treatment of the animals 5.Trust the Farmer 6.You get to pet a pony In 2006 two things happened: Michael Pollens book, the Ominores delima became a best seller, changing the intellectuals in the countries notion of just what kind of meat we might be eating and what it is doing to the environment. This spurred the USDA to recognize local sustainable meat, specifically Grass-Fed as a bonifide product and thus labeled it such. March 8th, 2008 was the year I feel, Local Meat Tipped! You will see by the slide presentation the factors that led up to this Big Meat disrupting tipping point moment. The final deadly blow, that shock the nation, was Diane Sawyers ABC expose on the now famous "Pink Slime" The headlines that appeared in the media was, I believe" Pink Slime Found In 70% Of Supermarket Ground Beef In ABC Investigation." Ouch.
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#GFFChi #GOODMEAT@redmeatmarket
by @markwilhelmsmark@redmeatmarket.com
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.
@redmeatmarket #GOODMEAT
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
Property of Red Meat Market Inc. Copywrite 2013
Buying decisions:
1. Regional/Local2. Goodness3. Customer
Service/Dist4. Humane
Treatment5. Sustainability6. Buy your own
pony
LOCAL MEAT 2.0
THREE T’sTasteTrustTransparency
Know the Region
Property of Red Meat Market Inc.Copy write 2013 @redmeatmarket
#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
Property of Red Meat Market Inc. Copywrite 2013
Mark Wilhelms
Bill Kurtis
GregGunthrop
Dr. PattyWhisnant
Leaders - LOCAL MEAT 2.0
1992
Property of Red Meat Market Inc. Copywrite 2013
Where it began…LOCAL MEAT 0.0
LOCAL MEAT 1.0
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#GOODMEAT
LOCAL MEAT 1.0
Property of Red Meat Market Inc. Copywrite 2013
1992
Dr. PattyWhisnant
@redmeatmarket #GOODMEAT
LOCAL MEAT 1.0
2003
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#GOODMEAT
LOCAL MEAT 1.0
2005
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#GOODMEAT
LOCAL MEAT 1.0
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#GOODMEAT
Bill Kurtis 2005
LOCAL MEAT 1.0
#GFFChi #GOODMEAT
2006
Property of Red Meat Market Inc. Copywrite 2013
LOCAL MEAT 1.0
2006
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#GOODMEAT
LOCAL MEAT 1.0
2007
Property of Red Meat Market Inc. Copywrite 2013
LouisjohnSlagel
LOCAL MEAT 1.0
2007
Property of Red Meat Market Inc. Copywrite 2013
BartlettDurand
@redmeatmarket #GOODMEAT
LOCAL MEAT 1.0
2008
Property of Red Meat Market Inc. Copywrite 2013
GregGunthrop
@redmeatmarket #GOODMEAT
LOCAL MEAT 1.0
2007
Property of Red Meat Market Inc. Copywrite 2013
Dr. PattyWhisnant
@redmeatmarket #GOODMEAT
LOCAL MEAT 1.0
2008
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
LOCAL MEAT 1.0
BIG MEAT vrs Social Responsibility
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#GOODMEAT
2009 - 2010
LOCAL MEAT 1.0
“Downed Cows” in Big Meat Feedlots 2008
Mad Cow Scare: 143 Million Pounds of Ground Meat Recalled2008
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2008 - 2010
LOCAL MEAT 1.0
Meat GlueMRSAAntibiotics in Meat
BIG MEAT vrs Health
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2010 - 2011
03/ 8/2012Pink Slime Found In 70% Of
Supermarket Ground Beef In ABC Investigation
Property of Red Meat Market Inc. Copywrite 2013
LOCAL MEAT 2.0
Consumers became curious
Two things happened
Big Meat got nervous
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#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
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#GOODMEAT
LOCAL MEAT 2.0
Health
Price
PEOPLE BUY on FEAR and GREED
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#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
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#GOODMEAT
BIG MEAT
Counter attacks!
LOCAL MEAT 2.0
BIG MEAT
was WRONG!
LOCAL WINS!
@redmeatmarket #GOODMEAT
LOCAL MEAT 2.0
Property of Red Meat Market Inc. Copywrite 2013
LOCAL WINS!
ORIGIN WINS!
@redmeatmarket #GOODMEAT
LOCAL MEAT 2.0 Evolution,
Revolutionor Dissolution?
How will our local meat system scale to meet the demands of the market?
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#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
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#GOODMEAT
Providers
Retail
HRIOnlin
eEven
ts
Cut/Pack
Processing
SalesMarketingPromotionDistribution
Local Meat 2.0 Model:
Property of Red Meat Market Inc. Copywrite 2013
Choke point.
$237 millionRetail market(chicago)
Supply2.5 million cowsin SW Wisconsin
@redmeatmarket #GOODMEAT
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?
@redmeatmarket #GOODMEAT
LOCAL MEAT 2.0
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
Keep it simple…
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
LOCAL MEAT 2.0
Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket
#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
THREE T’sTasteTrustTransparency
Know the Region
Property of Red Meat Market Inc.Copy write 2013 @redmeatmarket
#GOODMEAT
by @markwilhelmsmark@redmeatmarket.com
Mark Wilhelms say’s thank you!
@markwilhelmsmark@redmeatmarket.com
@redmeatmarket #GOODMEAT
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