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Direct Marketing Lessons from Glenn Elzinga
Kate Rasmussen
Kate Rasmussen
Abstract
In 1993, Glenn and Caryl Elzinga began their direct-to-consumer business by selling conventionally raised beef in retail stores, restaurants, and farmers markets. Glenn admits these outlets were not financially profitable but were invaluable learning opportunities that would pay off later when the couple began selling beef products online. "Selling in farmers markets helped me understand not only my customers but also what their interests are and helped me conceptualize how they wanted the product presented," Glenn said. The Elzingas learned there was a demand for organic, grass-fed beef raised on sustainably managed land and that selling locally wasn't going to pencil out.
Description
Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
Research Projects
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Journal Issue
Keywords
Whitney MacMillan Private Lands Stewardship Program,Alderspring Ranch,beef,land stewardship,branding,in-herding,marketing