BEAUMONT, Alta. — Farmers who want to sell beef directly to customers need to know their meat, says an Alberta Agriculture business development specialist.
After years of talking to farmers about direct sales and selling his own meat at farmers markets, Bert Dening has learned that consumers know little about cuts of meat or how to cook them. If consumers don’t know their meat, the farmers should, Dening told producers at a meat marketing workshop at the Organic Alberta conference.
Farmers need to know what makes meat tough, how to cook it and what recipes work best if they want customers coming back.
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Dening said farmers should take meat-cutting classes to help them explain to customers about the cuts of meat they’re buying.
Producers also need to be flexible with the cuts they sell and listen to customers. There is more than one way to cut up a pork loin, he said.
Roasts are popular in winter and steaks sell better in summer, so farmers should adjust the way the meat is cut to reflect the season.
One of the most important secrets to selling directly to customers is finding a good butcher. Some butchers are flexible and will make changes to their cuts, but others are more rigid.
“Often they are set in their ways and not willing to listen.”
An alternative may be for farmers to build their own small butcher shop or rent an existing abattoir for one to two days and bring in their own crew to kill and cut meat.
“If you want to sell meat and can’t find a good meat cutter, it can be-come as issue.”
