PONOKA, Alta. – For Tina and Mark Stewart, the secret to turning profits in the elk business lies in the meat.
Three years ago, the central Alberta elk farmers decided to concentrate on growing their meat business and forget about elk velvet antler sales.
From their farm shop, the couple sells elk, bison and Longhorn meat out of 12 freezers lining the walls.
Last year, they started attending farmers’ markets to build business and attract potential customers.
“The farmers’ markets have been a huge success,” said Tina.
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“The meat business has been good to us, but it’s a lot of work.”
The couple managed to double meat sales last year as more customers bought the farm-raised bison, beef or elk.
“It was a very rewarding year.”
Each May, the Stewarts invite other vendors to the farm and turn their farm shop into a kind of farm-based farmers’ market and customer appreciation day.
These kind of alternative marketing initiatives have convinced the Stewarts that one day they may be able to build a farm store and butcher shop. It’s a way of bringing customers to the farm to see the operation and eliminate a middle man between the producer and consumer.
“I can see more of a future in elk than a black cow,” said Mark. “We’re finding people have researched the red meat and are realizing it’s a very good product.”
The Stewarts no longer harvest velvet antler, but they collect the shed antlers that fall each spring from their eight breeding bulls. The hard antlers are sold to hunters or collectors, who want to mount a good rack of antlers without the hassle of hunting.
“I’m not going to be fussy how I make money,” Mark said.
“I totally believe in the product and think there is a great future in it.”
