Direct-to-Consumer Research

This research will address knowledge gaps in the functionality of regional meat supply chains in Northern California. Limited information exists about how sectors within the meat supply chain, including direct-to-consumer (DTC) ranchers, are coping with and adapting to region-specific economic and environmental impacts. The goal of this applied research is to increase the sustainability of both individual DTC operations and the regional meat supply chain in Northern California by leveraging the real-world experiences of ranchers, processors, and distributors into a targeted, data-based outreach program. 

Are you a direct-to-consumer livestock producer in Siskiyou County? We'd love to include your perspective and experiences in this project! Email Advisor Grace Woodmansee for more information about how to get involved.

Project Overview

Research questions:

1) What does the current operational landscape look like for ranchers, processors, and distributors before federal policy and funding support takes effect? (Objectives 1 and 2), and;

2) How can direct-market operations be best supported in maintaining success and sustainability? (Objectives 3 and 4)

Objectives:

1) Collect baseline data including operation characteristics and management goals for DTC operations, processors, and distributors;

2) Identify relationships between sectors and assess needs;

3) Determine what management techniques and business strategies are successful (and unsuccessful) for current DTC operators, and;

4) Determine what factors led to former DTC operators leaving the business.

Anticipated outcomes:

Many grant applications weigh the inclusion of local data that supports funding need; one outcome of this research will be a publicly available research report, which may be used to develop and/or support future targeted projects and grant proposals that benefit DTC producers. In addition, this project will allow local UCCE Advisors to tailor information and events to meet current DTC needs.

Regional level (Objectives 1 and 2): Outcomes include a research project report to be shared with stakeholders.

Ranch level (Objectives 3 and 4): Outcomes include data-driven outreach materials, resources, and events (in-person and online).

Project Partners:

UC Cooperative Extension (Siskiyou, Capitol Corridor, and Marin offices); UC Davis Food Systems Lab; Roots of Change.

We sincerely thank the Daniel and Sarah Hrdy Fund for Cooperative Extension Research for supporting this work.

Left: panel discussion featuring tour hosts speaking about the importance of business planning and economic considerations for those considering a direct-to-consumer operation; Right: tour tradeshow, featuring direct-to-consumer producers operating in Scott Valley.