Describe the Issue or Situation:
Small-scale livestock producers in Kentucky face persistent barriers to successfully marketing meat, egg, and other animal products directly to consumers. Despite being the majority of operations—82% of cattle farms, 89% of hog farms, and 96% of egg farms fall into small-scale categories—these producers often lack access to tailored training, market price information, and processor connections necessary for success in direct-to-consumer markets.

Describe the Outreach or Educational Program Response (and Partners, if applicable):
In response, Brett Wolff submitted a proposal to the USDA Farmers Market Promotion Program for a collaborative project led by experts from the University of Kentucky's Departments of Agricultural Economics and Animal & Food Sciences. The initiative will deliver Direct Market Training for Kentucky meat, egg, and protein producers. The Kentucky Center for Agricultural Development (KCARD) serves as a subrecipient, providing one-on-one business support, and project collaborators include the Kentucky Association of Meat Processors, Kentucky Sheep & Goat Council, Kentucky Beef Council, and Kentucky Farm Bureau.

Key activities include:

• Extension curricula and fact sheet development
• Public dissemination of market prices and trends
• Producer training and recruitment
• Ongoing communication about processing and market access
• Technical assistance and individualized business support

A multi-method evaluation approach will assess producer knowledge gains, marketing improvements, and strengthened processor relationships.

Provide the Number and Description(s) of Participants/Target Audience:
The program targets Kentucky’s 30,000+ small-scale livestock producers, especially those selling fewer than 50 animals per year or with fewer than 100 laying hens. The target audience includes existing and aspiring direct-market meat and egg producers across Kentucky who need enhanced marketing and business skills.

Provide a Statement of Outcomes or Program Impact:
While the program is newly proposed and not yet implemented, the greatest early achievement has been assembling a cross-sector coalition of academic, Extension, and industry experts to collaboratively support small producers. This includes key personnel from UK (Brett Wolff, Kenny Burdine, and Gregg Rentfrow), KCARD, and producer organizations (KY Beef Network, KY Sheep & Goat Development Office, KY Farm Bureau, KY Association of Meat Processors).

The anticipated impact, based on program design, includes measurable improvements in producer confidence, knowledge of pricing and market trends, access to processing, and increased sales through direct market channels. Evaluation data will be used throughout the project to track changes in business activity and guide continuous improvement.