Good Meat Project

WE BUILD PATHWAYS TO RESPONSIBLE MEAT PRODUCTION AND CONSUMPTION

IN 2021, THE GOOD MEAT PROJECT CONTINUED TO SHARE KNOWLEDGE, BUILD COALITIONS, AND EMPOWER CHANGEMAKERS ALL ALONG THE MEAT SUPPLY CHAIN IN ORDER TO ADVANCE AGRICULTURAL PRACTICES THAT SUPPORT HEALTHY, LAND, ANIMALS, AND PEOPLE. 1) OUR GOOD MEAT BREAKDOWN ONLINE CONSUMER EDUCATION RESOURCE REACHED AN AVERAGE OF 1200 UNIQUE VISITORS/MONTH AND 2600 VISITS/MONTH. THIS RESOURCE HELPS CONSUMERS AROUND THE COUNTRY FIND, BUY, AND COOK LOCAL MEAT THAT IS PRODUCED VIA PRACTICES THAT CENTER THE HEALTH OF LAND, ANIMALS, AND PEOPLE. 2) THANKS TO A THREE-YEAR USDA GRANT WE RECEIVED IN 2021, WE PARTNERED WITH FIVE PRODUCER ORGANIZATIONS AROUND THE COUNTRY TO RECRUIT 165 GOOD MEAT PRODUCERS WHO SELL DIRECTLY TO CONSUMERS. THESE PRODUCERS WILL TAKE PART IN A SERIES OF TECHNICAL SUPPORT AND EXPERIENTIAL LEARNING WORKSHOPS IN 2022-2023 THAT WILL BE FOCUSED ON IMPROVING MARKETING SKILLS AND KNOWLEDGE, AND CULMINATING IN A COLLABORATIVE TRADE PROMOTION CENTERED AROUND ENCOURAGING CONSUMERS TO BUY, COOK AND EAT EVERY PART OF THE ANIMAL. 3) OUR GRASSFED ALLIANCE PROGRAM PRESENTED THE RESULTS OF A MARKET RESEARCH PROJECT ATTEMPTING TO ASCERTAIN CONSUMER UNDERSTANDING OF GRASSFED MEAT AND DAIRY. OVER 100 GRASSFED BRANDS, BUSINESSES, AND ADVOCATES TOOK PART. IN RESPONSE TO THOSE FINDINGS OUR GRASSFED ALLIANCE PROGRAM BEGAN PLANNING A FIRST-OF-ITS-KIND, COLLABORATIVE TRADE PROMOTION THAT WILL PROMOTE GRASSFED BEEF AS THE REAL BURGER OF EARTH DAY IN 2022. 4) WE LAUNCHED A MONTHLY VIRTUAL SERIES, THE LOWDOWN, THAT FACILITATES PEER-TO-PEER LEARNING BETWEEN GOOD MEAT PRODUCERS WHO MARKET AND SELL GOOD MEAT DIRECTLY TO CONSUMERS. 5) WE PARTNERED WITH WOMEN IN RANCHING TO DEVELOP AND HOST A VIRTUAL GATHERING OF OVER 250 WOMEN AND WOMEN-IDENTIFIED FOLKS FROM AROUND THE COUNTRY WHO WORK ALONG THE MEAT SUPPLY CHAIN TO COME TOGETHER FOR 2.5 DAYS TO LEARN FROM ONE ANOTHER, SHARE EXPERIENCES AND STORIES, AND BUILD COMMUNITY TOGETHER. 6) WE CONTINUED TO SUPPORT OUR 10 MEAT COLLECTIVES (EXPERIENTIAL COMMUNITY MEAT EDUCATION PROGRAMS) BY DEVELOPING AN EDUCATIONAL DATABASE WITH RECIPES, BUTCHERY DIAGRAMS, AND OTHER CLASS TOOLS. 7) OUR GOOD MEAT SWITCHBOARD SERVED 1300 FARMERS, RANCHERS, CONSUMERS, BUTCHERS, CHEFS, AND OTHER ADVOCATES WHO WANT TO ENGAGE IN A DEMOCRATIC GOOD MEAT MARKETPLACE AND MUTUAL AID/ADVICE NETWORK.