By Emmy Powell
Communications Specialist

A direct-to-consumer beef sales program created by Texas A&M AgriLife Extension Service is expanding outreach efforts and is now offering videos.

Where’s the Beef?: Economic and Legal Considerations for Direct Beef Sales is a program that offers information for those whose marketing plans may include direct-to-consumer beef sales.

The program began in 2020 with a focus on educating people about legal and economic issues related to direct beef sales with a handbook, in-person programs and panels.

More than 700 people have attended the in-person workshops, but the most successful event of the course has been the producer panel.

“Because of the popularity of the panel, we decided to seek additional funding to conduct interviews with numerous people from all facets of the direct beef industry and to share these interviews with the public,” Tiffany Lashmet, AgriLife Extension agricultural law specialist and associate professor in the Texas A&M Department of Agricultural Economics, said.

The program and new videos help ranchers understand the importance of being flexible in their marketing strategies, to create more opportunities for profit and options for risk mitigation.

The videos cover issues that people may forget and can help educate ranchers on several topics, including how to start a business, the types of software and equipment businesses are using, common mistakes direct sellers make, tips to ensure regulatory and licensing compliance, lessons interviewees learned the hard way, marketing strategies and more.

“It seemed like a lot of folks were overlooking some of the legal issues. Things like what license do you need from the state, what has to be on your label, what proof do you need to have something listed on the label, what type of insurance should you carry,” Lashmet told the Texas Farm Bureau Radio Network. “We have a number of direct beef sales business owners, and we asked them about their experience with these legal issues. We actually talked to a packing plant manager, and he did a great job of walking through some of the issues they see on their side.”

AgriLife also interviewed professionals at the Department of State Health Services in Austin and discussed the licensing process.

“We try to be really practical and get information to folks who are on the ground wanting to get started in this type of business,” said Lashmet.

The video series can be found online.

The videos are available to anyone and can range from 20 minutes to an hour long.

A downloadable version of the Where’s the Beef? handbook is available for those who have not attended an in-person program.