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Working Ranch - March 2018

Tod Vineyard and his grandson Charlie Pzinski watch the cattle. bushel,” he explains, “because the feed conversion is great on them.” HOW THEY GOT INTO SELLING BEEF LOCALLY Spring 2015 was a cold one and a handful of 72 Ranch calves froze their ears. That autumn the cattle buyer turned those steer calves back. The Womacks decided to feed out the steers with no ears for their own consumption, and to market the extra beef direct-to-consumer. To price the beef, the Womacks track processing costs for a whole carcass and then average the price per pound. They also watch local grocery prices to determine their price point. “We can’t price our beef the same way the grocery stores do,” Jen explains, “but we have a premium product. It’s raised locally and people are willing to pay a little more for it.” Beef is marketed through the 72 Ranch Facebook page, and word-ofmouth. Clients include families that drive out to ranch headquarters to pick beef out of the Womacks’ freezers, and restaurants to which the Womacks deliver. “We ate dinner out at a local restaurant one night,” Jen says of fi nding new customers. “The restaurant asked me to build their website, as I do for our Sagebrush Marketing business. When I went to meet with them about the website, I brought in a cooler of beef for them to taste test. 72 Ranch beef is now offered as an occasional special at the restaurant.” The Womacks enjoy feeding out their cattle to see how they fi ll out and grade during processing. “It’s made us more cognizant of the end product,” Jen refl ects. “It also gives us feedback from the consumer. What we learn helps us make our cows even better.” Jen and Chris see direct-to-consumer beef as a way to diversify income sources as they seek to grow Chris Womack (L) and his wife Jen look over a valley on their summer grazing lease. the ranch Tod and Vicky started. “At some point, Chris and I would like to be solely working on the ranch,” Jen says of the future, “but our town jobs make it possible right now. But if all the ranch ever amounts to, is that our boys get to grow up doing this, then that in and of itself is really great. They know how to do a lot more than the average kid: run the skid steer, build fence, and back up a trailer. They have a ton of skills to use in future jobs. And there is no better day than when three generations of us are together horseback.” 54 I WORKING RANCH I MARCH 2018


Working Ranch - March 2018
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