Meat Success Podcast - Small Town Meat Processing with Marc from Cedar Road Meats

Welcome to another behind-the-scenes look into the world of small meat processors! In this post, we explore the journey of Cedar Road Meats, a thriving business in Wisconsin run by Marc Malterer. We’ll discuss the hurdles, strategies, and innovative approaches that have allowed this business, founded two decades ago by Marc's parents, to flourish in today’s competitive market.

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A Family Legacy and Vision for Success

Mark explains how Cedar Road Meats began in 2004, built by his parents on their farm in rural Dodge County, Wisconsin. Initially, the primary goal was simply survival and providing local farmers with trusted processing services. Over the years, the definition of success evolved to include sustainability and growth. When Mark took over the business a decade ago, he focused on ensuring a good living for employees and developing strategic growth opportunities. This foundational philosophy has allowed Cedar Road Meats to thrive for twenty years, even navigating the challenges of the pandemic.

Navigating Market Changes

Before the pandemic, seasonal cycles significantly impacted the business. Mark mentions a drop in production from March through June but saw a surge in demand during COVID-19 as customers turned to local processors for their meat needs. While this increased demand didn’t last indefinitely, Cedar Road Meats has continued to grow beyond pre-pandemic levels by adapting to market changes and consumer needs.

Innovative Strategies for Sustainability

Cedar Road Meats has employed multiple strategies to sustain growth and fill annual business gaps. Marketing initiatives such as email newsletters, digital advertising, and social media campaigns have played crucial roles. They’ve driven foot traffic to their store and increased their online presence. Mark highlights how tracking inventory and analyzing sales data allowed them to make informed decisions, such as focusing on high-margin products like flavored bratwurst and smoked meats.

Strengthening Business and Community Relationships

Maintaining strong partnerships with direct marketers forms the backbone of Cedar Road Meats' business. These relationships enable consistent scheduling and production flow, vital in a cyclical industry. The business also relies on cooperation with nearby processors to share resources and overcome challenges. This collaborative spirit was particularly crucial during difficult times, enhancing mutual support within the industry.

Meeting Consumer Demands and Expanding Offerings

In recent years, Cedar Road Meats has adapted to shifting consumer interests, such as increasing demands for offal, variety meats, and value-added products. Mark emphasizes the importance of listening to customers and staying agile. A waitlist now exists for items like beef heart and tongue, and innovative use of previously wasted products like beef fat and suet has opened new revenue opportunities, aligning with growing trends for traditional fats and pet treats.

Cultivating a Supportive Work Environment

Mark believes in investing in employees, crucial in a labor-intensive industry facing skilled workforce shortages. By offering competitive wages and additional incentives like meals, Cedar Road Meats retains talented workers in a competitive region. Mark also underscores the importance of communication, both with customers and within the business itself, to foster lasting relationships and trust.

Looking Ahead: Continuous Improvement

The story of Cedar Road Meats demonstrates how small processors can successfully navigate industry challenges through strategic thinking and adaptability. By embracing innovation, nurturing valuable partnerships, and focusing on community, Mark continues to lead Cedar Road Meats toward a sustainable future.

Final Thoughts

Cedar Road Meats provides an exemplary model for small processors striving to succeed. Whether you’re in the industry or simply eager to learn, their journey offers valuable insights into the resilience and adaptability necessary for long-term success. For more information, visit Cedar Road Meats’ website or follow them on Facebook to see their latest updates and offerings.