How Social Media took on Big Meat and changed the Meat system forever. I recently was asked to head a panel discussion for the Good Festival in March. The panel was suppose to be titled "Sustainable Meat" I am big believer in sustainability and its fundamental definition of a system that “meets the needs of the present without compromising the ability of future generations to meet their own needs." However, Local meat has taken a much more aggressive posture in the last 5 years and evolved well beyond the simple title of sustainable meat. simply put, I believe the local meat system has tipped and gone mainstream. What once was called Sustainable local meat, I now call Meat 2.0. Therefore, I called the panel Local Meat 2.0. To understand 2.0 lets take a look at 1.0. Meat 1.0 started roughly in 1993 when certain farmers and localvore leaders at the time (although they didn't know it) felt that "Good Meat" was raised primarily on grass and solely on grass in lush green pastures under blue skies. Unlike "Feedlot Cattle" they were not fed grain or antibiotics or hormones or steroids to accelerate their growth but to just feed the animals what they are suppose to eat all their lives - Grass! Turned out the meat actually tastes better, its more healthy, its more humane to the animals and supports a sustainable environment. An industry was born. From 1993 to roughly 2006, this notion of Grass-Fed meats grew rapidly within the bohemian and localvore communities. The American Grass-fed Association was started by Dr Patty Whisnant who later grew her Rain Crow ranch Grass-Fed Beef business to a multi-million dollar powerhouse in the midwest. In Local Meat 1.0 buying decision were simple and composed of local meat lovers whose buying decisions were based on several simple factors: "Meet the Farmer " 1.Buy direct From Farm by going to the Farm 2.Sustainability 3.Goodness - Tastes Great! 4.Humane Treatment of the animals 5.Trust the Farmer 6.You get to pet a pony In 2006 two things happened: Michael Pollens book, the Ominores delima became a best seller, changing the intellectuals in the countries notion of just what kind of meat we might be eating and what it is doing to the environment. This spurred the USDA to recognize local sustainable meat, specifically Grass-Fed as a bonifide product and thus labeled it such. March 8th, 2008 was the year I feel, Local Meat Tipped! You will see by the slide presentation the factors that led up to this Big Meat disrupting tipping point moment. The final deadly blow, that shock the nation, was Diane Sawyers ABC expose on the now famous "Pink Slime" The headlines that appeared in the media was, I believe" Pink Slime Found In 70% Of Supermarket Ground Beef In ABC Investigation." Ouch.

1. #GFFChi
#GOODMEAT
@redmeatmarket
by @markwilhelms
mark@redmeatmarket.com
Property of Red Meat Market Inc.
Copy write 2013

2. Mark
Wilhelms,
Who?
Tech Entrepreneur and
Brand Marketing/Digital
Media/Meat Lover
•Launched, web tech start-up
1994
•Leader in Digital Marketing
and Social Media
• Over 3000 websites for major
corporations.
• Wanna be Cowboy with a
history in a Grass-Fed Cattle
operation.
•Jazz Pianist/Fly Fisherman

3. Original Title
SUSTAINABLE MEAT
NAH…
“meets the needs of the present without compromising the ability
of future generations to meet their own needs."
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@redmeatmarket #GOODMEAT

4. LOCAL MEAT 2.0
How
Social
Media took on
Big Meat
and changed
the Meat
system
forever.
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5. LOCAL MEAT 1.0
Buying decisions:
Meet the Farmer
1. Direct From Farm
THREE T’s 2. Sustainable
Taste 3. Goodness
Trust 4. Humane Treatment
5. Trust
Transparency 6. Get to pet a pony
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Copy write 2013
@redmeatmarket #GOODMEAT

6. SUSTAINABLE MEAT
Good MEAT went Mainstream
http://vimeo.com/57022503
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7. LOCAL MEAT 2.0
Buying decisions:
Know the Region
1. Regional/Local
THREE T’s 2. Goodness
Taste 3. Customer Service/Dist
Trust 4. Humane Treatment
5. Sustainability
Transparency 6. Buy your own pony
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8. LOCAL MEAT 2.0
Regional is the new Local
Hyper local - 25 mile radius
Think Regionally, Act Locally
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9. Leaders - LOCAL MEAT 2.0
Bill Kurtis
Mark
Wilhelms
Louisjohn
Slagel
Bartlett
Durand Dr. Patty
Greg Whisnant
Gunthrop
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10. 1992
Where it began…
LOCAL MEAT 0.0
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11. LOCAL MEAT 1.0
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12. LOCAL MEAT 1.0
1992
Dr. Patty
Whisnant
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13. LOCAL MEAT 1.0
2003
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14. LOCAL MEAT 1.0
2005
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15. LOCAL MEAT 1.0
Bill Kurtis 2005
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16. LOCAL MEAT 1.0
2006
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#GFFChi #GOODMEAT

17. LOCAL MEAT 1.0
2006
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@redmeatmarket #GOODMEAT

18. LOCAL MEAT 1.0
2007
Louisjohn
Slagel
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19. LOCAL MEAT 1.0
2007
Bartlett
Durand
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@redmeatmarket #GOODMEAT

20. LOCAL MEAT 1.0
2008
Greg
Gunthrop
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@redmeatmarket #GOODMEAT

21. LOCAL MEAT 1.0
2007
Dr. Patty
Whisnant
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@redmeatmarket #GOODMEAT

22. LOCAL MEAT 1.0
2008
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23. LOCAL MEAT 1.0 BIG MEAT vrs 2009 - 2010
Social
Responsibility
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24. LOCAL MEAT 1.0 2008 - 2010
“Downed Cows” in Big
Meat Feedlots 2008 Mad Cow Scare: 143
Million Pounds of
Ground Meat Recalled
2008
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25. LOCAL MEAT 1.0
BIG MEAT vrs
Health 2010 - 2011
MRSA Meat Glue
Antibiotics in Meat
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26. 03/ 8/2012
Pink Slime Found In 70% Of Supermarket Ground
Beef In ABC Investigation
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Copywrite 2013

27. LOCAL MEAT 2.0
Two things happened
Consumers became curious
Big Meat got nervous
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28. LOCAL MEAT 2.0
Defining the opportunity
November 23, 2012|By Georgina Gustin
Demand for grass-fed beef is growing
Accounts for only about 3% of the market
Demand is growing 20%
Dr. Alan Williams says: Late 1990’s -100 producers. Now 2,000 producers
Grown to a $2.5 billion in retail value.
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29. LOCAL MEAT 2.0
PEOPLE BUY on FEAR and GREED
The MBA’s said..
Health Price
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@redmeatmarket #GOODMEAT

30. B
C
AT
IG ME attacks!
ounte
r LOCAL MEAT 2.0
#1 Big Meat branded products or Fear
= Health
• Antibiotic Free/Hormone free , no
GMO’s
• Omaha ABF, Meyers, Creekstone,
Duroc Pork.
#2 Imported Meats or Greed = Price:
• Grass-Fed meats at lower price
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Copywrite 2013
@redmeatmarket #GOODMEAT

31. B
w
AT
IG ME NG!
as WR
O LOCAL MEAT 2.0
NS!
LOC AL WI
@redmeatmarket #GOODMEAT

32. LOCAL MEAT 2.0
S!
LOCAL WIN
S!
N WIN
ORIGI
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33. LOCAL MEAT 2.0
Evolution,
Revolution
or
Dissolution?
How will our
local meat
system scale
to meet the
demands of the
market?
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Copywrite 2013
@redmeatmarket #GOODMEAT

34. Chicago Grass-Fed Market
11 million consumers
Ave red meat consumption 60 lbs/person
If 3% eat Grass-fed = $237 million @ retail
or 19 million pounds of beef
Chicago market requires 35,000 Grass-fed
steers per year and growing 20%
annually.
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Copywrite 2013
@redmeatmarket #GOODMEAT

35. Local Meat 2.0 Model: $237 million
Retail market
(chicago)
Choke point.
Sales Retail
Marketing HRI
Promotion Online
Providers Processing Cut/Pack Distribution
Events
Supply
2.5 million cows
in SW Wisconsin
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@redmeatmarket #GOODMEAT

36. LOCAL MEAT 2.0
Category is confused!
• Raised without antibiotics
What ?
• Fed no animal proteins
• Natural
• All natural
• Grain-Finished
• Corn Finished
• No added hormones
• 100% Grass-Fed
• Locally raised within X miles
• Locally pastured
• No GMO’s
• Naturally Foraged
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Copy write 2013
@redmeatmarket #GOODMEAT

37. LOCAL MEAT 2.0
Keep it simple…
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38. LOCAL MEAT 2.0
Regional is the new Local
Hyper local - 25 mile radius
Think Regionally, Act Locally
Property of Red Meat Market Inc.
Copywrite 2013
@redmeatmarket #GOODMEAT

39. LOCAL MEAT 2.0
Property of Red Meat Market Inc.
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40. LOCAL MEAT 3.0 Pro-sumers

41. LOCAL MEAT 2.0
by @markwilhelms
mark@redmeatmarket.com
Buying decisions:
Know the Region
1. Regional/Local
THREE T’s 2. Goodness/Taste
Taste 3. Customer Service/Dist
Trust 4. Humane/ No Feedlots
5. Green/Sustainability
Transparency 6. Buy your own pony
Property of Red Meat Market Inc.
Copy write 2013 @redmeatmarket #GOODMEAT

42. Mark Wilhelms
say’s
thank you!
@redmeatmarket #GOODMEAT @markwilhelms
mark@redmeatmarket.com