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Meat 2.0 vr7

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How Social Media took on Big Meat and changed the Meat system forever.

I recently was asked to head a panel discussion for the Good Festival in March. The panel was suppose to be titled "Sustainable Meat" I am big believer in sustainability and its fundamental definition of a system that “meets the needs of the present without compromising the ability of future generations to meet their own needs." However, Local meat has taken a much more aggressive posture in the last 5 years and evolved well beyond the simple title of sustainable meat. simply put, I believe the local meat system has tipped and gone mainstream. What once was called Sustainable local meat, I now call Meat 2.0. Therefore, I called the panel Local Meat 2.0. To understand 2.0 lets take a look at 1.0.

Meat 1.0 started roughly in 1993 when certain farmers and localvore leaders at the time (although they didn't know it) felt that "Good Meat" was raised primarily on grass and solely on grass in lush green pastures under blue skies. Unlike "Feedlot Cattle" they were not fed grain or antibiotics or hormones or steroids to accelerate their growth but to just feed the animals what they are suppose to eat all their lives - Grass! Turned out the meat actually tastes better, its more healthy, its more humane to the animals and supports a sustainable environment. An industry was born.

From 1993 to roughly 2006, this notion of Grass-Fed meats grew rapidly within the bohemian and localvore communities. The American Grass-fed Association was started by Dr Patty Whisnant who later grew her Rain Crow ranch Grass-Fed Beef business to a multi-million dollar powerhouse in the midwest. In Local Meat 1.0 buying decision were simple and composed of local meat lovers whose buying decisions were based on several simple factors:

"Meet the Farmer "

1.Buy direct From Farm by going to the Farm
2.Sustainability
3.Goodness - Tastes Great!
4.Humane Treatment of the animals
5.Trust the Farmer
6.You get to pet a pony

In 2006 two things happened: Michael Pollens book, the Ominores delima became a best seller, changing the intellectuals in the countries notion of just what kind of meat we might be eating and what it is doing to the environment. This spurred the USDA to recognize local sustainable meat, specifically Grass-Fed as a bonifide product and thus labeled it such.

March 8th, 2008 was the year I feel, Local Meat Tipped! You will see by the slide presentation the factors that led up to this Big Meat disrupting tipping point moment. The final deadly blow, that shock the nation, was Diane Sawyers ABC expose on the now famous "Pink Slime" The headlines that appeared in the media was, I believe" Pink Slime Found In 70% Of Supermarket Ground Beef In ABC Investigation." Ouch.

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Meat 2.0 vr7

  1. 1. #GFFChi #GOODMEAT @redmeatmarket by @markwilhelms mark@redmeatmarket.com Property of Red Meat Market Inc. Copy write 2013
  2. 2. Mark Wilhelms, Who? Tech Entrepreneur and Brand Marketing/Digital Media/Meat Lover •Launched, web tech start-up 1994 •Leader in Digital Marketing and Social Media • Over 3000 websites for major corporations. • Wanna be Cowboy with a history in a Grass-Fed Cattle operation. •Jazz Pianist/Fly Fisherman
  3. 3. Original Title SUSTAINABLE MEAT NAH… “meets the needs of the present without compromising the ability of future generations to meet their own needs." Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  4. 4. LOCAL MEAT 2.0 How Social Media took on Big Meat and changed the Meat system forever. Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  5. 5. LOCAL MEAT 1.0 Buying decisions: Meet the Farmer 1. Direct From Farm THREE T’s 2. Sustainable Taste 3. Goodness Trust 4. Humane Treatment 5. Trust Transparency 6. Get to pet a pony Property of Red Meat Market Inc. Copy write 2013 @redmeatmarket #GOODMEAT
  6. 6. SUSTAINABLE MEAT Good MEAT went Mainstream http://vimeo.com/57022503 Property of Red Meat Market Inc. Copywrite 2013
  7. 7. LOCAL MEAT 2.0 Buying decisions: Know the Region 1. Regional/Local THREE T’s 2. Goodness Taste 3. Customer Service/Dist Trust 4. Humane Treatment 5. Sustainability Transparency 6. Buy your own pony Property of Red Meat Market Inc. Copy write 2013 @redmeatmarket #GOODMEAT
  8. 8. LOCAL MEAT 2.0 Regional is the new Local Hyper local - 25 mile radius Think Regionally, Act Locally Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  9. 9. Leaders - LOCAL MEAT 2.0 Bill Kurtis Mark Wilhelms Louisjohn Slagel Bartlett Durand Dr. Patty Greg Whisnant Gunthrop Property of Red Meat Market Inc. Copywrite 2013
  10. 10. 1992 Where it began… LOCAL MEAT 0.0 Property of Red Meat Market Inc. Copywrite 2013
  11. 11. LOCAL MEAT 1.0 Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  12. 12. LOCAL MEAT 1.0 1992 Dr. Patty Whisnant Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  13. 13. LOCAL MEAT 1.0 2003 Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  14. 14. LOCAL MEAT 1.0 2005 Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  15. 15. LOCAL MEAT 1.0 Bill Kurtis 2005 Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  16. 16. LOCAL MEAT 1.0 2006 Property of Red Meat Market Inc. Copywrite 2013 #GFFChi #GOODMEAT
  17. 17. LOCAL MEAT 1.0 2006 Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  18. 18. LOCAL MEAT 1.0 2007 Louisjohn Slagel Property of Red Meat Market Inc. Copywrite 2013
  19. 19. LOCAL MEAT 1.0 2007 Bartlett Durand Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  20. 20. LOCAL MEAT 1.0 2008 Greg Gunthrop Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  21. 21. LOCAL MEAT 1.0 2007 Dr. Patty Whisnant Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  22. 22. LOCAL MEAT 1.0 2008 Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  23. 23. LOCAL MEAT 1.0 BIG MEAT vrs 2009 - 2010 Social Responsibility Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  24. 24. LOCAL MEAT 1.0 2008 - 2010 “Downed Cows” in Big Meat Feedlots 2008 Mad Cow Scare: 143 Million Pounds of Ground Meat Recalled 2008 Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  25. 25. LOCAL MEAT 1.0 BIG MEAT vrs Health 2010 - 2011 MRSA Meat Glue Antibiotics in Meat Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  26. 26. 03/ 8/2012 Pink Slime Found In 70% Of Supermarket Ground Beef In ABC Investigation Property of Red Meat Market Inc. Copywrite 2013
  27. 27. LOCAL MEAT 2.0 Two things happened Consumers became curious Big Meat got nervous Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  28. 28. LOCAL MEAT 2.0 Defining the opportunity November 23, 2012|By Georgina Gustin Demand for grass-fed beef is growing Accounts for only about 3% of the market Demand is growing 20% Dr. Alan Williams says: Late 1990’s -100 producers. Now 2,000 producers Grown to a $2.5 billion in retail value. Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  29. 29. LOCAL MEAT 2.0 PEOPLE BUY on FEAR and GREED The MBA’s said.. Health Price Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  30. 30. B C AT IG ME attacks! ounte r LOCAL MEAT 2.0 #1 Big Meat branded products or Fear = Health • Antibiotic Free/Hormone free , no GMO’s • Omaha ABF, Meyers, Creekstone, Duroc Pork. #2 Imported Meats or Greed = Price: • Grass-Fed meats at lower price Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  31. 31. B w AT IG ME NG! as WR O LOCAL MEAT 2.0 NS! LOC AL WI @redmeatmarket #GOODMEAT
  32. 32. LOCAL MEAT 2.0 S! LOCAL WIN S! N WIN ORIGI Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  33. 33. LOCAL MEAT 2.0 Evolution, Revolution or Dissolution? How will our local meat system scale to meet the demands of the market? Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  34. 34. Chicago Grass-Fed Market 11 million consumers Ave red meat consumption 60 lbs/person If 3% eat Grass-fed = $237 million @ retail or 19 million pounds of beef Chicago market requires 35,000 Grass-fed steers per year and growing 20% annually. Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  35. 35. Local Meat 2.0 Model: $237 million Retail market (chicago) Choke point. Sales Retail Marketing HRI Promotion Online Providers Processing Cut/Pack Distribution Events Supply 2.5 million cows in SW Wisconsin Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  36. 36. LOCAL MEAT 2.0 Category is confused! •   Raised without antibiotics What ? •   Fed no animal proteins •   Natural •   All natural •   Grain-Finished •   Corn Finished •   No added hormones •   100% Grass-Fed •   Locally raised within X miles •   Locally pastured •   No GMO’s •   Naturally Foraged Property of Red Meat Market Inc. Copy write 2013 @redmeatmarket #GOODMEAT
  37. 37. LOCAL MEAT 2.0 Keep it simple… Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  38. 38. LOCAL MEAT 2.0 Regional is the new Local Hyper local - 25 mile radius Think Regionally, Act Locally Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  39. 39. LOCAL MEAT 2.0 Property of Red Meat Market Inc. Copywrite 2013 @redmeatmarket #GOODMEAT
  40. 40. LOCAL MEAT 3.0 Pro-sumers
  41. 41. LOCAL MEAT 2.0 by @markwilhelms mark@redmeatmarket.com Buying decisions: Know the Region 1. Regional/Local THREE T’s 2. Goodness/Taste Taste 3. Customer Service/Dist Trust 4. Humane/ No Feedlots 5. Green/Sustainability Transparency 6. Buy your own pony Property of Red Meat Market Inc. Copy write 2013 @redmeatmarket #GOODMEAT
  42. 42. Mark Wilhelms say’s thank you! @redmeatmarket #GOODMEAT @markwilhelms mark@redmeatmarket.com

How Social Media took on Big Meat and changed the Meat system forever. I recently was asked to head a panel discussion for the Good Festival in March. The panel was suppose to be titled "Sustainable Meat" I am big believer in sustainability and its fundamental definition of a system that “meets the needs of the present without compromising the ability of future generations to meet their own needs." However, Local meat has taken a much more aggressive posture in the last 5 years and evolved well beyond the simple title of sustainable meat. simply put, I believe the local meat system has tipped and gone mainstream. What once was called Sustainable local meat, I now call Meat 2.0. Therefore, I called the panel Local Meat 2.0. To understand 2.0 lets take a look at 1.0. Meat 1.0 started roughly in 1993 when certain farmers and localvore leaders at the time (although they didn't know it) felt that "Good Meat" was raised primarily on grass and solely on grass in lush green pastures under blue skies. Unlike "Feedlot Cattle" they were not fed grain or antibiotics or hormones or steroids to accelerate their growth but to just feed the animals what they are suppose to eat all their lives - Grass! Turned out the meat actually tastes better, its more healthy, its more humane to the animals and supports a sustainable environment. An industry was born. From 1993 to roughly 2006, this notion of Grass-Fed meats grew rapidly within the bohemian and localvore communities. The American Grass-fed Association was started by Dr Patty Whisnant who later grew her Rain Crow ranch Grass-Fed Beef business to a multi-million dollar powerhouse in the midwest. In Local Meat 1.0 buying decision were simple and composed of local meat lovers whose buying decisions were based on several simple factors: "Meet the Farmer " 1.Buy direct From Farm by going to the Farm 2.Sustainability 3.Goodness - Tastes Great! 4.Humane Treatment of the animals 5.Trust the Farmer 6.You get to pet a pony In 2006 two things happened: Michael Pollens book, the Ominores delima became a best seller, changing the intellectuals in the countries notion of just what kind of meat we might be eating and what it is doing to the environment. This spurred the USDA to recognize local sustainable meat, specifically Grass-Fed as a bonifide product and thus labeled it such. March 8th, 2008 was the year I feel, Local Meat Tipped! You will see by the slide presentation the factors that led up to this Big Meat disrupting tipping point moment. The final deadly blow, that shock the nation, was Diane Sawyers ABC expose on the now famous "Pink Slime" The headlines that appeared in the media was, I believe" Pink Slime Found In 70% Of Supermarket Ground Beef In ABC Investigation." Ouch.

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