Meat marketing: focus on the region, presentation and a good story

In order to be less dictated by large purchasing organizations and to make better margins, choosing another strategy is possible: to market distinctive meat products. The demand for a special meat product is growing faster than the supply, and that offers opportunities. Both artisanal butchers and supermarkets are looking for 'different meat', but consumers are also increasingly willing to look outside the regular channels.

Butchers

An additional price of about 15% when selling to butchers is feasible. For butcher stores, high quality, product presentation and origin from the region are important, says Gé Backus, director of Connecting Agri & Food. Meat that is produced and processed in the Netherlands, preferably with a picture of the farmers, inspires confidence.
It is also important to have a unique story. What kind of food do the animals get? What are you doing about animal welfare? According to figures from Backus, 15 to 20% of consumers stop to think about how pigs are raised on farms, while this group is growing. If the meat looks tasty and consumers are convinced that animal welfare is ensured, the taste is valued even higher.

Supermarkets and blockchain

Supermarkets are also looking for new products, in order to distinguish themselves more from their competitors. After all, the meat assortment has become increasingly similar in recent years, says Backus. Larger parties will not want to ignore supermarkets either, given the larger volumes. At least 75% of pork, for example, is sold through supermarkets.
Getting in there, however, is not easy. The Frievar brand is trying to do that by working with blockchain technology. With blockchain, Frievar can give guarantees about product, optimize its own processes and finally also organize the financing and settlement in the chain differently. Participating in a well-organized chain is the only future for many family businesses, is the conviction of Cor van Doorn, co-owner of Frievar Trade.

Horeca and online sales

In addition to butchers and supermarkets, another option is to sell directly to the catering industry in the region or even directly to consumers, in their own store or online. Especially for smaller farmers such a short chain strategy is an interesting option. It does require the necessary attention to sales and marketing and that has to suit the entrepreneur.
The consumer is getting more and more used to buying meat online thanks to initiatives such as Buy a Cow. The expectation is that for quality meat producers with a special story, this will eventually become a serious earnings model.

Limburg meat concepts

Limburg's Livar meat concept has been focusing on the aspects Backus mentions since 1999: the pigs are fed regionally grown grains, there is a great deal of attention for animal welfare (Livar has the 3-star Beter Leven Keurmerk) and then there is the unique story of the Lilbosch Abbey that watches over Livar's integrity. Livar has chosen to supply its products exclusively to quality restaurants and butchers.
The still young Kuusj from Mechelen chooses to have its own online butcher shop to be able to deliver directly to consumers. It also supplies quality restaurants in the region. To be able to make new investments, Kuusj does crowd farming: investors cash in their contribution in meat from the online butcher shop after a year. Owner Joshua van Wersch is convinced that pigs should live in natural freedom, which is why he calls himself a swineherd. With events such as the opening of the grazing season, he creates a unique experience around his product. At Heerdeberg in Cadier en Keer, distribution is even more limited: the animals that are kept on the farm are only sold in the farm's own store and restaurant. Farmer, butcher and cook all in one. In October last year owner Coenraad Reinders received a mention in the Food100, the list of the 100 most important change-makers in food.

In search of new opportunities