Faces of Direct-to-Consumer Marketing: A Video Series Highlighting Alabama Livestock Producers
ISSN 2158-9429
Volume 18, Issue 2 - December 2025
Editor: Bindu Poudel-Ward
Abstract
The COVID-19 pandemic disrupted cattle market supply chains, leaving many producers seeking alternative ways to market their products. This article highlights the Faces of Direct-to-Consumer video series, which showcases five Alabama cattle producers engaged in direct-to-consumer (DTC) marketing. These participants were chosen with assistance from various channels, including the Alabama Cattlemen's Association and statewide extension personnel. The series emphasizes authentic storytelling and peer-to-peer education, offering insight for producers exploring DTC marketing and for consumers interested in local food systems. Five videos were produced and released through the Alabama Cooperative Extension System YouTube channel, various social media channels, and websites, where—as of submission—they have collectively received more than 500 views and have been incorporated into producer education workshops. While the series provides valuable qualitative insights, it is limited by a small sample size and does not yet measure long-term impacts on producer outcomes.
Abbreviations: DTC = Direct-to-Consumer; SRMEC = Southern Risk Management Education Center; LRP = Livestock Risk Protection; USDA = United States Department of Agriculture; NASS = National Agricultural Statistics Service
Keywords: direct-to-consumer marketing, cattle, Alabama, Extension, risk management
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