Freezer beef has always been a viable option for beef cattle producers who were looking to add value to the existing cattle operations. By finishing cattle, and marketing them directly to consumers, producers have significant potential to increase profits on a per-head basis. As COVID impacted the beef supply chain during 2020, consumer interest in purchasing beef directly from producers increased, which expanded these opportunities. However, reaching these markets requires a great deal of additional effort, especially with respect to marketing, and is something that many producers are less comfortable doing. A new program was developed in the summer of 2020 to help producers with marketing considerations related to direct beef marketing. 

Freezer beef was the focus of the program as it had the potential to impact the most producers. Freezer beef topics included realistic expectations, working with local processors, product labeling, and pricing strategies. However, the program also included an introductory discussion of reaching wholesale, retail, and restaurant markets, as well as farmers’ markets. This program was delivered as part of the multi-state Pasture-Finished Beef Webinar in August of 2020 and again as part of a Freezer Beef Bootcamp for Northern Kentucky in March of 2021. Attendance for the Pasture-Finished Beef Webinar exceeded 600 people and over 40 were directly reached by the local Freezer Beef Bootcamp. Evaluations from the Forage-Finished Beef webinar suggested an increase in marketing and processing knowledge from 5.23 to 7.89, out of 10, as a result of the marketing segment of the program. Beyond the producers who directly participated in these webinars, another 165 have viewed the Youtube videos that were created and made available to the public.