Can you really pay some high school kid or stay-at-home-mom or Eastern European "outsource firm"...
"Don't take no for an answer."
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- Partnered with Jocko, Origin, and others like Dr. Shawn Baker
- Growing triple digits the last five years
- Creating efficiencies
- June is his slowest time of year since 95% of sales are direct to consumer
- 1913 it all started
- His wife is a 5th generation cattle rancher
- His wife has a Masters in Cattle Nutrition
- Started in 2017 and doing more revenue per month now than in all of 2019
- Intentionality and craftsmanship
- Now vertical from top to bottom
- His father-in-law still has the commercial ranching side of things
- She wanted to impact the cattle industry in a positive manner
- Moved back to Colorado in 2015
- The market was changing, and his FIL steered them away from following in his footsteps
- In 2016, they bought the eastern neighbor of his FIL
- He had to sell at a premium to make this work
- People in the ag space are not supportive of the DTC model
- They have no negative marketing in their space
- She knew the science behind good steaks
- He’s operations and money
- He wanted a blue ocean, not a blood bath with his neighbors
- He did the national average his first year, 31 head
- Nearly triple digits in year two
- Don’t take “no” for an answer
- Be ready to grind and to execute
- They buy weaned calves and yearlings, then finish them
- Bootstrapped things
- Still sourcing cattle from partners but dictate the health protocols
- Doing genetics testing
- They are still outpacing production
- The modulation of their sales structure is stressful
- Did a ton of research to know the market so they knew the opportunity and how to price their product
- Looked at smaller bundled boxes
- They started with quarters and halves since they knew people, but evolved into the bundled boxes
- Had to figure out shipping
- He spent nine years in heavy construction and worked the problems until he found a solution
- Build their platform so people know their mission and values
- It’s hard to sell an idea, so build your platform
- March 2020 had a bigger weekend than any two months previously
- Attention to detail and customer support
- The new partners helped them purchase the harvest facility, which was the biggest bottleneck
- The head of marketing is a former Marine
- They turned off marketing in 2021 for four months, but now it’s hard to turn it back on and regain that momentum
- He was up at 4 a.m. in 2020, communicating with customers
- He’s down about 85 lbs since the end of 2019
- He was 315 lbs when his daughter was born
- Dr. Baker started working with them since his baby was a few weeks old
- “Jeff’s going carnivore for 90 days…let’s follow his mission,” via Dr. Shawn Baker
- He didn’t realize how bad he felt until he was on carnivore for three weeks
- He had a ribeye at lunch and won’t eat again
- Dry ages everything 21 days
“Jeff’s going carnivore for 90 days…let’s follow his mission,” via Dr. Shawn Baker.”
GUEST INFO:
- Guest Site: https://coloradocraftbeef.com/
- Guest X: https://x.com/colocraftbeef
- Guest Instagram: https://www.instagram.com/coloradocraftbeef/
Market like you mean it.
Now go sell something.
