Direct Marketing Lessons from Glenn Elzinga

Kate Rasmussen

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Direct Marketing Lessons from Glenn Elzinga

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 farmersâ€™ 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. â€œSelling 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,â€� Glenn said. The Elzingas learned there was a demand for organic, grass-fed beef raised on sustainably managed land and that selling locally wasnâ€™t going to pencil out.