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Niche Producers Learn the Tricks of the Trade
If you’re going to be a niche pork marketer, you’ve got to stay focused, be
creative and offer quality.
And you’ve got to maintain a passion for what you do, say Midwest pork
producers and retailers who’ve staked their claim in the niche pork
business.
“Passion is about as important as anything,” says Iowa’s Tim Beeler,
president of Beeler’s Naturally Pure Pork. “You can’t believe the amount of
time, effort, blood, sweat and tears that go into a business.”
But if you make the commitment and follow through, it can pay handsome
dividends, says Dale Trebesh, a producer who runs Trebesh Premium Pork in
Morgan, Minn.
“We raise drug-free hogs and started niche marketing three years ago,” said
Trebesh, who spoke at the Pork Checkoff-sponsored 2003 NichePORK Conference
in Ames, Iowa. “It does take a lot of work, but it has been rewarding.”
Learning from others
The 125 participants at this year’s NichePORK meeting sought advice from
producers with the experience to show them the benefits ‑
and the pitfalls ‑
of niche marketing.
“You’ve got to stay focused on what you do best,” advises Don Lewis of
Brighton, Iowa. Lewis is a pork producer and co-owner of the Brighton
Locker, and markets meat with his “Family Farm Foods” label.
“And just because you come up with a great idea doesn’t mean people will
beat a path to your door — you’ve got to promote your product,” adds Lewis,
who sells his pork at a local farmers market and through his catering
business.
Here are some other tips that Lewis, Trebesh and Beeler urge niche pork
producers to consider:
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Promote what’s unique about your business. If
you raise hogs in hoop buildings, for example, turn that into a selling
point.
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Realize that some customers will buy only on
price. But don’t be afraid to charge for a quality product. Then seek out
markets where customers are able and willing to pay for quality.
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If you sell at farmers markets, consider cooking
pork brats and patties and selling the hot sandwiches. Also, offer samples
of your pork.
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If you can offer products like pork snack sticks
or bologna, don’t overlook markets like convenience stores and specialty
shops.
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Be creative, and find ways to use the entire
hog. You probably won’t stay in business long if you only sell loins.
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When you go after new business, realize that
someone else already has this business. You’ll have to offer something
unique or better to claim some of that market for yourself.
For more information on Checkoff-funded
programs, call the Pork Checkoff Service Center at 800-456-PORK. |