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Local Meat Programming: Production, Processing, and Marketing

Animal Science

Sara Drake
Livestock Extension Agent
NC Cooperative Extension
Lexington

Abstract

Local meats remain one of the fastest growing segments of the local food movement.  In fact, since 2002, the number of NC livestock producers selling local meat has gone from one to 1900+ (NCDA Meat Handlers, 2024). While a lot of Extension programming focuses on local fruits and vegetables, less so for local meats since meat requires more processes, oversight often-adding complication, and added cost.  However, this does not have to be the case. 

The Niche Meat Working Group, which is composed of state Extension specialists, agents, and business professionals, developed comprehensive trainings bringing together farmers, processors, regulators, and buyers with the outcome of increasing consumers’ ability to buy local meats, while increasing the capacity and profitability for farmers who raise local meat.

We did this by holding the following production through sale workshop series in response to a requests from clientele identifying their needs:

  • (Production): An Intro to Niche Meats via Meat Rabbits:  This farmer and farmer-trainer (Extension) series featured an introduction to meat rabbits.  Extension agents do not regularly deal with meat rabbits, but are growing in popularity. Topics included designing a business plan, housing, breed selection, nutrition, health, predator control, and processing, along with a question and answer session with a producer panel.
  • (Marketing) Three-Part Marketing Series: This farmer-focused workshop series provided an introduction on how to identify customers to expand your market for profitability.  The series included: (1) Farm Branding; Understanding your Market; (2) Selling Beef by the ¼, ½, or whole; (3) Where & How to Sell Your Livestock.
  • (Processing) Whole Animal Butchery: This consumer-focused workshop demonstrated how shoppers can save money by utilizing more of the animal, reducing waste, and trying lesser-known cuts.  Featuring local meat, a chef from Johnson & Wales led the butchery demonstration covering various cooking methods and food safety recommendations. The farmers participated in the workshops alongside consumers, showcasing their production practices and products while also building farmer-buyer relationships. 
  • (Sales) Demystifying Label Claims: This two-part webinar series addressed what label claims really mean for consumers, and how to understand the certifications and requirements behind the claims for farmers.
Authors: Sara Drake, Alex Kissinger, Morgan Watts, April Bowman, Mackenzie Hall, Anthony Growe
  1. Sara Drake Livestock Extension Agent, NC State University, North Carolina, 27292
  2. Alex Kissinger Livestock, Forage, and General Agriculture Extension Agent, NC State University, North Carolina, 27278
  3. Morgan Watts Livestock and Row Crops Extension Agent, NC State University, North Carolina, 28147
  4. April Bowman Livestock and Forages Extension Agent, NC State University, North Carolina, 27016
  5. Mackenzie Hall Livestock Extension Agent, NC State University, North Carolina, 27028
  6. Anthony Growe Livestock and Row Crops Extension Agent, NC State University, North Carolina, 28379