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​Cornell Meat Marketing Project Seeks Farm Participants

• Thursday, April 22, 2021, 7:00 PM - 8:30 PM

Researchers Matt LeRoux and Todd Schmit at Cornell University have received a USDA grant to research direct-to-consumer sales of locally-raised meat sold by-the-cut. The project assists farms with sales data analysis and pricing. This includes collecting sales data with Point-of-Sale (POS) software, like Square, and using Cornell’s new online Meat Price Calculator.

The project seeks applicants from NY farms that sell meat by-the-cut at farmers markets, farm stores, and online. Participation requires using POS software to record all transactions in real time. In turn, the team analyzes the data, providing participants with monthly and seasonal reports and specific advice aimed at increasing farm revenue. In addition, the project will create and launch a new Meat Pricing Calculator tool to assist with price changes. Project participants receive one-on-one consultation and technical assistance with marketing and pricing.

There will be a presentation about the project on Thursday, April 22, at 7:00 PM via Zoom. Matt LeRoux, Extension Associate, will introduce the project and present the results of a similar project conducted with vegetable farmers in 2018. Prospective participants are encouraged to attend. Register for the webinar HERE.

Farms interested in participating, can fill out an application form here: HERE:

More details about the research

The hypothesis is that a large volume of data (transactions) will reveal trends in consumer behavior that inform marketing techniques and pricing strategies to increase daily gross sales. The project examines the data on market-specific and farm-specific levels but also aggregated. Daily gross sales can be increased by 3 primary means: increasing customers, increasing customer spending, and increasing prices. The data will inform the best methods for each farm and market. A short article about the team’s similar research with produce vendors can be found HERE.

Questions about the project can be directed to Matt LeRoux, Extension Associate at mnl28@cornell.edu

Last updated April 15, 2021