AG 2011 09 19 - Laserfiche WebLink

Home Browse Search

in buying local beef will influence farmers' interest in scaling. He noted that Sysco has sold local beef in other markets by targeting restaurants and convention center clientele. To be successful, the proposed Cruse meat slaughter and processing plant would need to increase volume from 20 to 50 cattle per week within a relatively short time frame. A large number of farmers (141) across the region have expressed interest in selling to consumers through farmers markets, CSAs, buying clubs, wholesale, restaurants, grocery stores and institutional markets. Yet many of them are new to local beef farming and marketing their products. Both new and transitioning farmers will need assistance with logistics, marketing and business planning. Construction for the slaughter facility is expected to begin this fall. As of July 2011, a construction bid had been awarded for the facility, and the County was working to complete the lease and operating contractual agreements with the Cruse family. Additional funding is needed to cover the costs of installing wastewater treatment infrastructure for the facility, and the County has identified a source for these funds. Cabarrus meat producers expressed a wait- and -see attitude when considering whether to utilize the Cruse facility. Traceability seemed to be the biggest issue, with farmers clearly wanting a way to establish it, so they could guarantee that the meat they pick up to sell is their own. Farmers working with local commercial processing facilities commonly express concerns about traceability. People need to know about the economic and food security benefits of buying local beef Distributor sees future potential Mooresville Meats, a small chicken, pork, and beef production facility in southern Iredell County, distributes to over 300 restaurants in the greater Charlotte area, including many Cabarrus County restaurants. They have a retail outlet — a Mooresville butcher shop — and offer some local, grass -fed bison and beef, which are promoted mostly in their retail area. They are willing to talk to farmers in the Cabarrus area, but don't plan to expand their local meat offerings at this time. "The hardest part of dealing with local farmers is the requirements that the USDA and the health inspectors make us meet in order to call the product locally grown and grass fed," says one employee. "The wholesale side of the grass fed craze has yet to catch fire, although personally I believe it will be on every menu in the next few years." There is consumer interest in local meat. Direct sales are thriving, and there is an opportunity to increase them through direct market channels. It would be worthwhile to support food - buying club(s) that offer meat. Restaurants offer a potential market, but heavy promotion and greater volume of consistent quality products will be necessary to address their concerns regarding price. Consumer education is key to promoting sales of local beef. People need to know about the economic and food security benefits of buying local beef. In the case of grass -fed local beef, they need to know why it tastes different and to learn cooking methods that optimize tenderness and flavor. Consumers also need to know where they can purchase local beef, and they need more purchasing options that are convenient. Beef farmers will need to provide a larger, more consistent supply of beef in order to access institutional markets, as well as some restaurants, through broad line distributors. More entrepreneurs are needed to focus on scaling supply and addressing critical marketing and processing issues. The Cruse Meat processing plant has the potential to be a major asset in bringing processing capacity closer to home but does not take precedence over producer support and education, aggregation of volume and market outreach and development. 1. Support existing farmers who are interested in increasing their access to a variety of market channels, particularly direct channels and existing branded programs that already have market access and processing capacity. Hickory Nut Gap Meats, which currently has access to 25 restaurants, as well as Earth Fare and Whole Foods Market, is one example. 2. Provide future local beef farmers with the information they need to begin a new operation, scale up existing ones and /or transition from cow /calf operations to finishing beef for local markets. 3. Support Cruse Meats facility in becoming a successful opera- tion. One key component will be a traceability system. 4. Invest in a consumer education campaign that highlights the benefits of buying local beef and lets people know where they can purchase it. 24 CENTER for ENVIRONMENTAL FARMING SYSTEMS Attachment number 1 1 -1 Page 638