Farm HERO: Sell your Pork in a Variety of Ways!
This Colorado Farm has attracted more Buyers and increased sales by simplifying their pork product offerings with Bundle Boxes, Subscriptions and Specialty Cuts. By refining their packaging options, the Farm has streamlined their inventory, moved more products, and introduced Buyers to new items. Farmer Michelle shared how their Farm found success in their various pork offerings to increase sales.
By meeting with other Farmers in Barn2Door’s Connect Program and learning from their Account Manager, this Colorado Farm has implemented best practices for their online and in-person sales to fuel their growth and save time.
Growing your Farm’s Product Offerings
As a first generation Farm, Michelle and her husband purchased their land in 1996 and ran a Farm and Feed Store. They raised their own eggs and sold them within the store, consistently selling out. Once they sold the store, they decided they still wanted to be in agriculture. After a restaurant owner encouraged them, by committing to continue purchasing their eggs, they decided to establish their Farm business. After growing their brood of layers, they then moved to meat birds and pigs to diversify their product offerings, and began to sell at a Farmers’ Market that was 30 miles away.
They officially went full-time on the Farm in 2018, when COVID changed the trajectory of their business a few years later. During the pandemic, Michelle and her husband would set up on street corners and have lines of people lined up, over a block long. This helped spread the word about their Farm, and boosted their sales significantly. They learned the power of local, word-of-mouth marketing, and grew their business.
The Farm made the decision to grow and harvest pork because it is cheaper and faster to raise versus beef (infrastructure and animals). They liked the profitability of pigs, and chose to partner with other local operations to sell beef. They also partner with other Farms to sell produce, jams and jellies, and honey. Their Colorado Farm is a family-run business, with help from their daughter and community members who assist with chores (e.g. egg washing).
Creating Pork Bundle Boxes
Pork Sampler Bundle
Product Mix
The Colorado Farm offers a Pork Sampler Bundle Box, packed with various cuts such as bacon, pork chops, and breakfast links. They try to bundle broadly, to allow Buyers to have some of their favorites while also adding in unfamiliar items they may not typically purchase. They do not include products no one will eat (such as organ meat), to avoid turning Buyers away. An attractive product mix encourages customers to enjoy their favorites, and try new flavors and cuts, too. They use Farmers’ Markets as a guide to understand their best selling products to include in each box.
Packaging
The Bundle Box is a monthly Farmer’s Choice Subscription with a 10lb and 20lb option. Michelle looked at what other Farms offered in terms of box sizes for inspiration, while also considering what they typically sell at Markets. Since the Farm knows the top-selling size for specific cuts, (e.g. a ham roast), they can determine sizes that will work best for their local Buyers. They like to give customers two (2) bundle box options so they can choose to purchase the right amount for their household, while also affording Buyers the flexibility to skip or cancel their recurring box Subscription at anytime.
Pricing
The Farm’s Subscription box provides Buyers their assortment of cuts for a 15% off discount, as well as a free dozen eggs as an incentive to sign on. The Subscription discount encourages Buyers to try new pork cuts and expand their experience with the Farm. Michelle’s husband had the idea to add a free dozen eggs, given it’s a cornerstone product that their Farm is known for, and always in demand. By purchasing a Subscription, customers get a variety of product cuts for a better value.
The Farm offers free delivery for orders over $50 in their local community. For orders outside their local delivery zone, a Buyer must spend more money to earn free delivery (to make it worth their time). Since all of their Subscription boxes exceed the minimum order size for free delivery, each box is available on a Buyer’s doorstep, or for local pick-up. For Buyers who choose to pick up their Bundle Box at a Farmers’ Market, it can also prompt add-on purchases available at the booth, resulting in a larger average order size.
Mixed Meat Sampler Bundle
The Farm also offers a Mixed Meat Sampler Bundle Box (with a 15% off discount and a free dozen eggs). This box includes cuts of pork, chicken (on a seasonal basis) and beef from a local partner, with products such as ground beef, bacon, whole and half chickens, and ribs. The Farm uses the Mixed Meat Sampler Bundle as an opportunity to expand their Buyers’ palate and experience of their products. This recurring box Subscription is also a monthly Farmer’s Choice option that Buyers can skip or cancel at anytime.
Selling Byproducts as Pet Treats
The operation currently uses their pork and poultry byproducts to make Pet Treats. Last fall, the Farm received a grant to purchase a freeze dryer to make these new products on Farm. They process their poultry on-Farm, but their pork is done through a USDA processor. With a goal to use every part of the animal, they grind some of the byproducts and freeze dry them for a value-add Pet Treat.
The Farm sells half and whole hogs to move more pork, providing Buyers transparency in how much meat they can expect to receive, and the freezer space needed to accept their order. The Farm utilizes a standardized cut sheet for whole and half animals (which is typical, given most Buyers have no understanding of a cut sheet), but they also offer a custom cut sheet for an additional $50 (if requested by a Buyer).
Attracting Buyers to your Farm Subscriptions
The Farm takes advantage of the community hubs around their Farm, including a ski resort that is just 30 miles west. Their Farm business services over 25 restaurants in the ski area with eggs and wholesale pork products. They frequent Farmers’ Markets during the months of June to October, selling meat and eggs. Online sales have allowed them to expand the Farm to expand their reach and continue to serve Buyers year-round (not limited to in-person interactions). In either case, all of their inventory is up-to-date in real-time for online and in-person sales with Barn2Door.
The majority of their marketing is done through social media, on Instagram and Facebook, but the Farm is trying to be more diligent in sending out a weekly newsletter. Michelle has seen orders come in through the email within 24 hours, and knows that directly linking to specific products makes it easy for Buyers to purchase. Using Barn2Door’s Marketing Toolkit, she has access to seasonal, product-specific prompts and graphics to make her marketing efforts easier to assemble (and schedule in Meta suite). The Marketing Toolkit also includes seasonal Newsletter templates and sample content to help her save time when setting up her email newsletter.
Using Barn2Door Connect to meet other Farmers, this Colorado Farm has built a supportive community and network of Farms across the country to learn from and help grow their business. Building relationships, online and within their local community, has helped them explore new opportunities for their pork business, from seeing how other Farms package their Subscriptions to better understanding what their Buyers desire from the Farm. Their goal is to be more efficient in their stewardship of their land and animals, managing their Farm business operations, including processing, fulfillments and Farmers’ Markets. They strive to always learn, ask questions of Buyers and other Farmers, so their business can continue to thrive and scale.
Conclusion
As a small Independent Farm business, this Colorado operation has a goal to use the whole animal when selling direct to local consumers and wholesale buyers. Through Pork and Mixed Meat Subscription boxes, bulk orders and individual cuts, they give Buyers plenty of options to best suit their needs, while building a stable base of recurring Subscription income for their family business. It is important to simplify your product offerings when selling direct to attract Buyers, move more product, and increase sales. Find what works best for your Farm and your target Buyers to assemble product options that spur more purchases, streamline your inventory and save time.
Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.