Agri Beef Model is More Than a Marketing Tool

Hi everybody it's time for your Wednesday Agri Beef Minute here on the Ag Information Network of the West-I'm Russell Nemetz.

Agri Beef Co. is one of a few beef companies that have adopted a vertical integration model, one more widely adopted in the broiler and pork industries.

As such, the Boise, Idaho-based producer of premium beef and pork has an opportunity to tell a story at multiple points in the supply chain.

Agri Beef relies heavily on marketing to capitalize on those strengths. However, as executive director of marketing Jay Theiler told Meatingplace in a recent interview, the company is not relying solely on its farm-to-fork model as a marketing tool.

Theiler says "he hates to characterize just that way, because it really is who we are. The beef supply chain is our core mission. It makes a strong story, and we compete with a variety of bigger packers, so having points in the supply chain allows us to differentiate ourselves as a marketing tool, but it's our mission statement; it's who we are. What we have is the ability to decide up and down the supply chain what's best to produce the highest quality and most consistent end product. From that standpoint, it's what we're most proud of. It is great in marketing, but it's just who we are."

That's your Land and Livestock Report-I'm Russell Nemetz.