This document provides an overview of an organic meat company. It outlines the company's history starting 30 years ago with organic agriculture. The company farms organically on 210 acres and raises 60 beef and 700 pork. It processes 3000-4000 pounds of fresh and frozen meat per week at its 5000 square foot facility. The company sells its products through various retail channels including direct to consumers, natural food stores, conventional grocery stores, restaurants, and butcher shops. It uses various promotion tools such as exhibitions, word of mouth, and social media. The target customers care about organic and local food.
2. Presentation plan
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History
Who
we
are
How
did
everything
started
Mission-‐vision-‐value
Product
Marke9ng
Promo9on
tools
Customer
descrip9on
and
rela9onship
Distribu9on
and
partnership
Inspira9on
Employee
and
external
help
Strategic
decision
Challenge
3. History of the company
• Family run business (second generation)
• Organic agriculture for 30 years
• Funder : Hans Buecheli, Rhein valley native
• Immigration in 1978 from Switzerland
• Pionner in organic farming
• Passionate about organic agriculture- hand and knowledge
concerning is trade
4. Viandes RHEINTAL Meat
3
Organic since 1984
Organic field’s crop
210 acres in organic culture
Organic livestock
• 60 head finish beef (contract 200 beef)
• 700 head finish pork with 50 sows (contract 200 pork)
5. Description of the livestock
mix breeding beef and pork
Organic pork (farrow to finish)
Organic beef (finished)
•
•
•
•
•
Finish pork and beef on litter
Access to pasture 8 month / years
Fed only certified organic food
No hormones and antibiotics
We
use
natural
products
such
as
apple
cider
vinegar
with
garlic
and
seaweed
as
a
preven9ve
measure.
6
6. Meat processing
• Superficies:
5000
square
feet
• We
do
everything,
except
for
slaughter
• About
3000
to
4000
pounds
fresh
and
frozen
meat
/
week
• About
650
pounds
deli
meat
/
week
7. Who we are?
2
We
are
very
complementary
in
our
personality
and
we
developed
an
essen9al
common
interest
of
organic
farming
• Sébastien Angers
-
Agronomy
- Expertise in organic farming
- In charge of field’s crops and livestock
• Guylaine Buecheli
8. How did it start and why?
• Difference between organic meat and
conventional meat
• Make a difference for a high quality meat
• No idea on how to cut and process meat
• Research on the web to learn all there
was to know about different parts of
animal
• Working in butchery
9. How did it start and why?
• Open
a
stand
at
Jean
Talon
Market:
huge
open
market
in
Montreal.
It
is
a
real
jungle
for
liWle
producers
like
us.
• First
contact
• Learned
the
importance
between
consumers
and
products.
10. How did it start and why?
• Knock
at
the
doors
of
every
shop
• It
felt
as
though
I
was
raising
awareness
,
rather
than
selling
my
product.
• Slowly,
word
started
to
catch
on
about
organic
meat
and
hard
work
paid
off
11. Business
plan:
•
Helps
keeping
our
business
on
track.
•
Helps
monitor
the
progress
and
the
profitability
•
Helps
adjust
the
planning.
Mission:
Offer
organic,
high
quality
meat
to
the
consumers
who
are
concerned
about
not
only
their
health
but
also
health
and
well-‐
being
of
the
planet
and
the
animals.
Vision:
Establish
an
organic,
family
oriented
company,
which
integrates
the
opera9ons
of
culture,
breeding,
marke9ng
and
processing
of
organic
meats.
12. Value:
• Authen9city
Stay
authen9c
to
who
we
are,
and
what
we
represent
as
a
company
and
individuals.
We
will
stay
genuine
and
authen9c
in
every
task
we
undertake.
• Dis9nc9on
A
strong
desire
and
an
innova9ve
spirit,
which
constantly
pushes
us
to
discover
new,
improved,
and
more
effec9ve
ways
of
doing
things.
• Durability
“We
do
not
inherit
the
earth
from
our
parents,
we
borrow
it
from
our
children”
Antoine
St-‐Exupéry
Respec9ng
the
environment
through
proper
agricultural
prac9ces
equates
respec9ng
the
future
genera9ons,
who
have
no
choice
but
to
inhabit
the
world
we
leave
behind
for
them.
13. Product
All
organic
and
gluten
free
• Fresh
meat
:
Beef,
pork,
veal
Sell
whole,
halves,
quarter
and
detail
• Fresh
deli
product:
ham,
sausages,
pâté,
creton…
• Prepared
meals:
meatball,
spaghed
sauce,
meat
pies…
14.
Product
All
organic
and
gluten
free
•
Dried
deli
meat:
new
since
5
month
• Prosciutto
• Lonzo
• Saucisson (dried sausages)
• Salami
• Rosette de lyon
• Etc….
200 SCU
High-end cuts, deli meat sold restaurant and fine butcher shop
Ground beef big seller on retail store
16. Direct-‐to-‐consumer
(40%)
• Food
and
farmer’s
market
• Direct
on
the
farm
(Stand)
• Web
site
(Base
on
400
homes)
Ø Useful tool to
promote our product
Ø Best investment
19. Restaurant
(6%)
• Mostly top of the range
• Working closely with chef
Fine
butcher
shop
and
delicatessen
(8%)
This one is going to increase a
lot in the next few years with our
new dried deli product.
20. Promotion tools
• Many
exhibi9on
shows,
food
fairs
and
food
markets:
excellent
places
to
meet
buyers
and
understand
their
requirement
and
let
them
know
that
your
are
in
the
market.
• Word
of
mouth
• Brochures,
pamphlets
and
Shelf-‐talker
• In-‐store
demo:
Contact
with
consumers
and
have
direct
feedback
• Facebook
and
twiWer:
Ø
Publish
up
date
or
news.
Ø Consumers
love
to
connect
and
know
more.
21. Customers description
• Customer
who
are
caring
for
there
health
and
have
an
environmental
preoccupa9on
• The
European
customers
who
are
ahead
of
us
in
organics
and
therefore
demand
it
• Younger
couples
with
children
who
want
the
healthy
benefits
of
organic
products.
• The
ethnic
customers
• Surprisingly
some
of
our
customers
are
vegetarians!
22. Relationship with customers
• Establish
and
maintain
a
strong
rela9onship
with
our
customers
• Consumers
are
increasing
looking
for
a
shopping
experience
such
as:
mee9ng
the
farmer
and
connec9ng
with
producers
of
their
foods
• Delivering
what
is
expected
of
us:
a
consistent
supply
of
consistent
quality
product
• Raising
awareness
and
believing
in
our
product
with
passion
is
the
key
for
us.
23. Partnership
We
created
a
partnership
with
Viandes
MorrisseWe
conven9onal
meat
butchery
• We
hold
30%
of
the
business.
• We
have
Access
to
a
large
team.
In
one
day,
we
can
cut
a
large
amount
of
meat
ready
to
be
delivered
on
the
next
day.
• Secure
our
price
for
the
cuts.
25. Inspiration
• Mostly
Switzerland
and
France
• Studied
in
Auvergne,
France
• Switzerland
butcher
came
in
Quebec
for
2
months
• Colorado
for
jerky
26. Distribution
• We
own
one
refrigerated
truck
in
partnership:
home
and
store
delivering
twice
a
week
• Distributor
for
farther
region:
Ga9neau
and
Lauren9de
• IGA
banner:
We
deliver
at
distribu9on
center
and
dispatch
to
their
store
27. Employee
It
is
very
important
for
us
that
our
employees
are
engaged
and
commiWed
to
the
organiza9on
and
to
feel
like
they
are
part
of
the
team.
The
farm
employs
5
peoples
• 1
administra9ve
assistant
• 1
in
the
deli
sec9on
and
sausage
making
• 1
packager
• 1
drivers
(delivery
man)
• 1
farm
hand
Viandes
MorrisseWe
makes
the
butchery
8
employees
28. External Help
Surrounded
and
inspired
by
like-‐minded
people
• Deli
meat
consultant:
helped
us
develop
deli
product
in
order
to
respect
organic
cer9fica9on
and
MAPAQ
requirement.
• Business
coaching:
helped
us
improve
our
skills,
facilitate
our
decision-‐making
and
take
our
business
to
the
next
level
29. Help
External
• Personal
coaching
Big challenge to be spouse, business partners and
parent
Communication, respect and listening are
crucial
Understand the strengths and weaknesses and
establish definition of roles in the business
Constantly evolving
Focusing on our strengths and talents
30. External Help
Surrounded and inspired by like-minded people
• La
Financière
agricole:
Government
ins9tu9on
that
offers
guaranteed
loans
and
crop
insurance
• SADC
and
CLD:
Non-‐profit
organiza9on
that
promotes
and
works
to
strengthen
innova9on,
business
and
community
economic
development.
31. Strategic decision
• Centraliza9on
of
all
our
opera9on
in
a
same
place:
less
waste
of
9me
and
beWer
communica9on
between
department.
• Hired
a
key
person
at
the
food
processing
to
manage
that
department:
more
9me
for
marke9ng
and
R&D
• Targeted
realis9c
growth
objec9ves
and
oriented
on
the
effec9veness
of
the
opera9on.
32. Strategic decision
• Knowing
our
produc9on
costs,
making
an
annual
budget
and
a
9ght
follow-‐up
of
our
finance
by
consul9ng
expert
• BeWer
logis9c
and
distribu9on:
Geographic
advantage
facilitate
our
shipping
&
receiving
and
reduce
our
cost
of
distribu9on
• Associa9on
and
partnership
33. Challenges
• Management
of
the
growth
business
and
cash
flow:
1. Collec9ng
receivables
quickly
2. Increasing
sales
by
selling
more
to
exis9ng
customers
3. Reduce
inventory
purchases
4. Tightening
credit
5. Long-‐term
amor9ze
loan
6. Tracking
our
cash
flow
results
monthly
7. Making
regularly
cash
flow
projec9on
34. Challenges
• Find
organic
pork
and
beef
suppliers
who
respect
the
same
conduct
as
us
• Find
financing
and
subven9on
• Find
more
retail
outlet:
Looking
further
to
developing
the
organic
market
• Dealing
with
loses
of
fresh
meat:
develop
high
value
added
product
with
the
trim
and
lower
quality
cuts.
35. Challenges
• Developing
a
brand
and
product
strategy:
We
are
working
closely
with
a
crea9ve
team
• Developing
dried
deli
meat
and
expand
our
prepared
meal
line
36. Challenges
• Find
qualified
employee
• Improving
the
efficiency,
accuracy
and
cost
effec9veness
in
all
ac9vi9es
of
the
business
such
as:
Customer
service
or
supply
chain
37. Increasing
efficiency
on
the
farm
we
invested
in:
Grain mills
we renovated for a swine nursery
Levelling land
38. Efficiency
in
organic
pork
pasture
produc9on
We had to learn how to do by trying and doing
mistake
Pasture design & intensive rotation
39. CONCLUSION
• Teamwork
• Surrounded
with
people
beWer
than
us
and
complementary
talent
• Crea9ng
network
• Keep
on
the
lookout
for
opportuni9es
and
communicate
• Learn
to
know
ourselves,
believing
in
ourselves
and
be
flexible
about
changes
• PASSION,
PERSISTENCE,
TENACITY
