There's a profit in going paddock-to-plate

摘要

After dipping into the branded meat market by selling direct to Sydney households, Lachlan and Andrina Graham now have their Argyle Prestige Meats product on retail shelves throughout the city. For many years the Graham family from Galong in southernNew South West sold their grass-fed Angus beef direct to city friends and family to add value to their livestock enterprise. In 2011, Lachlan Graham married Andrina - and part of her "dowry" was a background in marketing, so the family decided to ramp upits branded meat business and add lamb into the mix. "Initially, our business involved households ordering a minimum of a quarter of a body of beef, or half a body of lamb (or both) at a set per-kilogram price for each, plus a delivery charge," Lachlansaid. "We then delivered the meat as a variety of products in cryovac packages, labelled and dated, direct to our customers' doors on a fortnightly basis," he said. "But these days, households make up only about 2% of our market, with the vast majority of customers being in the retail sector."