Strategic advice for the food and beverage industry

Meat gets a fresh face

In a world seemingly obsessed with plant protein, meat is having to work harder to appeal to a new generation of conscientious meat-eaters who want producers to go the extra mile for the sake of the planet.

And 22-year-old cattle rancher Nikki Carr is leading the way in the normally staid and macho ranching industry with a fresh young perspective on raising and selling beef.

It was while studying to become a lawyer that Carr was first inspired to become a cattle rancher. She began to notice a growing awareness of food sustainability amongst her Millennial generation, and a visit to a ranch in Australia gave her a glimpse of an alternative way of raising cattle.

‘Almost all the beef sold in America,’ Carr says, ‘is raised in a feedlot.’ In Australia, the cows are free to roam the pastures. ‘Australia is one of the biggest beef producers in the world, so I felt there was a serious lapse in ways things are done here.’ The result: Hippie Cow Beef, a pioneering Texas cattle ranch and beef-delivery service she runs with partner Parker Flannery.

By connecting and selling directly to their customers online, Hippie Cow says they are able to provide an affordable means for America to enjoy beef without guilt. An 8lb (3.6kg) ‘Steak Lovers’ delivery box costs $160, a 20lb (9kg) “Cowboy Curated” box just over $200.

Hippie Cow’s methods are environmentally-sound and fair to the cattle – the animals are allowed to roam at will across thousands of acres – and the company donates a portion of their profits to a veterans’ charity, Heroes and Horses.

Astutely tapping into the trend for authenticity and provenance, their website emphasises their ‘passion and respect for traditional values’ and uses fonts and images associated with the Old American West to create a feeling of heritage.

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Posted in Editorial, Mainsite

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