Meat Success Podcast - Exploring the Success of Lazy Creek Meats: Direct to Consumer Beef with Kyle Fannin

 In our latest podcast episode, host Katie Olthoff dives into an engaging conversation with Kyle Fannin of Lazy Creek Meats. As a proud ChopLocal vendor, Kyle shares the fascinating journey of his family-owned business based in Ohio. From the origins of Lazy Creek in the 1940s to its evolution into a direct-to-consumer beef supplier, this episode unravels how Kyle and his family have navigated the challenges and opportunities in the beef industry.

Listen Here:

 Watch the full interview:

Read the Summary:

The History of Lazy Creek Meats

Lazy Creek Meats has a rich history, with roots dating back to the 1940s when Kyle's family began raising cattle in southern Ohio. The business has since evolved to encompass four generations, with Kyle and his wife Ashley at the helm. Initially a cow-calf and backgrounding operation, the family started to focus on consumer marketing and direct-to-consumer sales around 2014.

Adapting to Change

Throughout the years, Lazy Creek has faced numerous challenges, including market fluctuations and consumer demands. In 2019, Kyle took a leap of faith, keeping more calves for local beef sales just as the COVID-19 pandemic hit. His quick thinking led to a successful Facebook post offering beef for sale, which sold out in just 40 minutes. This marked a turning point for Lazy Creek, shifting from beef shares to offering box beef.

Adapting to Consumer Demands

As consumer preferences evolved, the family found themselves catering to requests for retail cuts instead of larger shares. Collaborations with institutions like Ohio State University provided Kyle and Ashley with valuable insights into beef fabrication, allowing them to better meet consumer desires. This shift in approach has been instrumental in driving the demand for their high-quality products.

Embracing Genetics for Quality

The importance of balancing forage production and genetics is something Kyle emphasizes. As he points out, the advent of remote carcass grading has provided small-scale producers like Lazy Creek an edge by allowing them to ensure quality and transparency in their offerings. This data-driven approach has seen tangible benefits in product improvement, providing them with stronger selling points.

The Role of Marketing and Social Media

Kyle and Ashley have harnessed the power of storytelling and social media for their marketing efforts. By focusing on genuine engagement, their posts about day-to-day life and behind-the-scenes recipes have struck a chord with their audience. Ashley's weekly recipe posts have particularly resonated with customers, turning what was once a small idea into a successful marketing strategy.

Overcoming Challenges with Creative Solutions

While not every venture has been a hit—such as the struggle to sell certain roasts—the Fannins have learned to adapt by exploring alternative cuts and value-added products. This adaptability, along with strategic partnerships and co-packing agreements, has allowed them to innovate offerings like all-beef hot dogs.

Building Success Through Community

For Kyle, success is not just about numbers. It's about customer satisfaction and community engagement. Receiving unsolicited positive feedback from customers brings genuine joy and validates the hours of hard work put into delivering a high-quality product.

Conclusion

Lazy Creek Meats is a testament to the power of resilience, adaptability, and community in the beef industry. Kyle and Ashley Fannin have effectively leveraged their unique story and strengths to create a niche for their family business. Their journey offers valuable insights for other producers looking to capture the direct-to-consumer market. As they continue to build their brand, the Fannins remain committed to quality and genuine connection with their customers. Follow Lazy Creek Meats on Facebook to stay updated with their latest stories and delicious recipes.