University of Maryland Extension

A Marketing Decision Tool and Guide for Grass-fed Beef (EB-374)

Ginger S. Myers
A Marketing Decision Tool and Guide for Grass-fed Beef (EB-374)


A  resource guide that will assist grass-fed beef producers formulate profitable marketing strategies. It is a decision tool to assist individual producers in making marketing decisions about what to produce; where/how/in what venue(s) outlets to market their product; and practical risk management strategies.

“A Marketing Decision Tool and Guide for Grass-fed Beef” (Extension Bulletin EB-374) helps beef producers evaluate their individual operation on six of the factors that are barriers to entering a market - finding a niche, product development and pricing, regulatory constraints, promotion and distribution, selling product, and managing risks.

The guide is written in sections with decisionmaking worksheets that help producers identify their “best fit” grass-fed beef marketing opportunities. Following the decision worksheets are articles and resources individual producers can use to address possible barriers or lost opportunities within specific marketing venues.

The information in this booklet is for educational use. It was written by Ginger S. Myers, Marketing Specialist, University of Maryland Extension and Director of the Maryland Rural Enterprise Development Center. Publication of this workbook was made possible through support from the Jorgensen Foundation and the University of Maryland’s Department of Animal and Avian Sciences.

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