With the rise of direct-to-consumer beef sales in Kentucky, local producers are presented with new opportunities to increase profitability. However, this shift also brings challenges, particularly in marketing and branding packaged beef products effectively. The Kentucky Cooperative Extension Service has responded by offering targeted educational programs to equip producers with the tools and knowledge needed to succeed in this evolving marketplace.

The Warren County Extension Agent for Agriculture played a key role in delivering marketing education through two impactful programs: the regional “Raising the Steaks” beef series and the statewide “UK Freezer Beef Short Course.” In these sessions, the agent led the “Marketing and Creating Your Brand” module, which focused on helping producers develop compelling brand identities and effective marketing strategies.

• Program Reach and Engagement:

  • “Raising the Steaks” attracted 26 participants.
  • “UK Freezer Beef Short Course” had 20 registered attendees.

• Measured Outcomes:

  • 100% of participants reported increased knowledge in direct-to-consumer marketing.
  • 100% indicated plans to create or update their marketing strategies and social media presence based on what they learned.
  • Participants’ self-rated knowledge of branding and marketing increased from an average of 3 to 5 on a 5-point scale.
  • One farm immediately sought a one-on-one consultation to enhance their social media strategy, demonstrating real-time application of the training.

To further support local beef sales, the Extension office leveraged earned media to raise consumer awareness. Two segments on the Farm and Home television show promoted the local beef directory and offered tips for incorporating local beef into holiday meals. These segments reached an estimated 15,000 households per airing, with a combined earned media value of $6,600. Following the broadcasts, the Extension office received multiple inquiries from consumers seeking information on where to purchase local beef, highlighting the effectiveness of the outreach.

Impact Summary: Through a combination of hands-on education and strategic media engagement, the Kentucky Cooperative Extension Service is not only enhancing producer knowledge but also strengthening the local food system by connecting consumers with high-quality, locally raised beef.