- Author: Dan Macon
Published on: July 1, 2019

UCCE advisor Dan Macon has personal experience with direct marketing lambs. (Photo: USDA)
Direct marketing, for some farmers and ranchers, can be a way to capture more of the consumer dollar. By bypassing the middlemen - wholesalers, distributors and retailers - direct marketing can allow a producer to receive retail value for his or her product. But direct-market meat is a different story. Direct-market meat requires substantial processing - the harvest and cut-and-wrap services provided by processing facilities and butchers require significant skill and capital investment. Over the last 50 years, we've lost local meat processing capacity - small local butchers simply don't exist in very many places. Many of us assume that increasing this processing capacity would solve the problem. In my experience, the solution isn't...
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UCANR: Promoting economic prosperity in California
Focus Area Tags: Agriculture, Economic Development
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