A complement to our Direct to Consumer Marketing Options course, this course looks at the wholesale sales opportunities available and will offer an honest discussion of how ranchers AND wholesale buyers have had to pivot in COVID times to keep wholesale sales channels healthy, functional elements of their operations. We will cover a brief overview of basic how-to’s, the pros and cons for wholesale markets (distributor, retail grocery, butcher shop, and foodservice/restaurant/catering), and why ranchers should employ a mixed revenue channel approach to sales. Collaboration is vital to successful direct marketed meat sales, and so we will explore the rancher + chef + processor connection a bit. 

But the bulk of the course will be centered around a frank and hopefully challenging panel discussion about how to keep these channels thriving in COVID times for folks at every step in the chain – ranchers, butcher shops, distributors, branded programs, and chefs/restaurants. Our panelists will each describe what the challenges have been in continuing to purchase protein from local ranchers while having changed, morphed, or wildly adapted their business model. Our goal will be to give insights as to how to cultivate these relationships given current realities, give you vision into what chefs, butcher shops, retail and branded program buyers are faced with in making decisions in this era, and practical logistics and operational tips to help ease each relationship. We hope to facilitate a lively and participatory dialogue and will look for active rancher engagement alongside our panelist speakers.


Recording and materials are available to members in the Member Resources portal.

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