Demand special meat products is growing

The marketing of distinctive meat products means that producers are less dictated by large purchasing organisations and can make better margins. The demand for special meat products is growing faster than the supply. Consumers are increasingly willing to orient themselves outside the regular channels. Traditional butchers and supermarkets are responding to this. An additional price of approximately 15% for sales to butchers is feasible.

Butchers and supermarkets

Artisanal butchers are increasingly focusing on the story behind the product. High quality, product presentation and origin are the three core values. They create trust with transparency about the product. According to Gé Backus, director of Connecting Agri & Food, 15 to 20% of consumers think about the method of rearing cattle on farms, and this group continues to grow.

Supermarkets cannot be left behind either, and are looking for new products to distinguish themselves from competitors.

Hospitality and online sales

In addition to butchers and supermarkets, the choice can also be made to sell products directly to the hotel and catering industry or even directly to the consumer. This is especially a smart option for small livestock farmers. Consumers are increasingly active in buying meat online thanks to initiatives such as Buy a Cow. It is expected that for quality meat products with a special story, this development can be a serious revenue model.