Missouri beefs up its state product branding and marketing

Idaho potatoes, Wisconsin cheese, Florida oranges, Vermont maple syrup … and Missouri beef? This branding may not ring a bell yet, but if industry and government leaders have their way, we’ll soon see a definite identity for the agricultural product from Missouri.

The Missouri Branded Beef Initiative, supported by Gov. Matt Blunt and a committee made up of representatives from the Missouri Beef Industry Council, the Missouri Restaurant Association, the University of Missouri System and other industry organizations, is aimed at making Missouri beef a household name.

“All the ingredients are in one place, including an abundant supply of high-ranking cattle,” said Monty Kerley, a professor in the MU Division of Animal Sciences. “Missouri is a bit unique because we rank second in the United States in number of cattle, and supplying the product is key. It is also top-ranked in terms of quality of cattle and was the first state to adopt QSA (quality systems assessment), which verifies the age and source of the cattle.”

Currently, Missouri-raised cattle are sent to other states for processing, and the beef is distributed all over the country without being labeled as a Missouri product.

“We’re trying to find a way to establish a market presence,” said Kerley. “There has been a fair amount of interest in grocery stores and restaurants carrying
beef products with the Missouri brand. There will be higher expectations with quality. For example, CAB beef has a name associated with a quality and uniform product that consumers expect when they purchase the beef at the store or see the name on the steakhouse menu.”

Of course, some beef producers have taken branding into their own hands.
“People who buy my beef know it’s a Missouri product,” said Don Mayse, owner of Show-Me Farms near Columbia. “People who buy beef at the grocery store don’t know if it was raise in Missouri, Nebraska—or even in the United States.”

Since Mayse stays busy with his own branded product, Show-Me Farms Born Tender Beef, he doesn’t believe that the creation of a Missouri beef brand will greatly affect his business, but he supports the effort.

“The key benefit is that the public will know where their beef is coming from and hopefully the American consumer will stimulate the market and create a demand,” said Mayse. “It’s very difficult to make money in any sort of agricultural pursuit, and you make it a nickel at a time, so anything we can do to help the Missouri farmers is a good thing.”

Primarily targeting health-conscious consumers, Mayse, a Missouri farmer, focuses on creating high-quality beef. His cattle are raised with no hormones or steroids and are fed, without confinement, a diet making them rich in omega-3 acids.

Mayse already supplies his brand of beef to local businesses. Show Me Farms Born Tender Beef is sold at Columbia grocers Clover’s Natural Foods, the Hy-Vee Health Mart and the Columbia Farmer’s Market as well as at restaurants including Murry’s, Addison’s, McKenzie’s and Super Suppers.
John Kleiboeker, executive director of the Missouri Beef Industry Council, said local branding is probably the best way to jump-start the Missouri Branded Beef Initiative.

“The product has the potential to be sold all over the U.S. and even internationally,” Kleiboeker said, “but our primary target starting out is working with grocers, restaurant owners and consumers in Missouri.”
Kleiboeker said the committee is working diligently to make more connections with the grocery and restaurant industries.

“The goal is to have the program in place with in the next year,” he said, “but there are a lot of dots to connect.”

For more information, visit the Missouri Beef Industry Council at mobeef.com.