AUBURN UNIVERSITY, Ala. — Consumers in the U.S. are increasingly buying food directly from farmers. The 2022 Census of Agriculture shows that producers sold $17.5 billion worth of food straight from the farm to consumers, including both processed and fresh options. That’s a 25% increase since 2017.

This increased interest in buying local food has created new business opportunities for farmers, especially beef cattle producers. To educate and inspire farmers about this avenue of sales, a group of Alabama Extension employees created the “Faces of Direct-to-Consumer” video series.

“The idea for this series came from recognizing how many producers turned to direct sales during the pandemic,” said Calen Monroe, a farm and agribusiness management agent with Alabama Extension at Auburn University. “We knew it could be valuable for other farmers to learn from their experiences. There are a lot of new and beginning farmers in Alabama who are working with 20 or 30 acres. Succeeding at direct beef sales could be really big for them.”

Video Content

Each of the five videos highlights an Alabama farm. The farmers share their experiences on a range of topics, from processing and packaging to pricing and connecting with consumers. While some produce numerous commodities, all five farmers raise beef cattle for direct-to-consumer sales.

“We highlighted a diverse group of producers, including beginning farmers, veterans and limited-resource producers,” Monroe said. “This shows that a wide range of people can succeed in this space. Those interviewed provide practical, relatable guidance. When farmers see other Alabama producers succeed, it can give them the confidence they need to try it themselves.”

The videos include numerous moments that capture real life on the farm.

“None of us on the team are professional videographers, but working side-by-side with these farmers and seeing their dedication made it worthwhile,” Monroe said. “In editing, we intentionally left some real moments in the videos — pauses, laughs and even unpredictable farm moments. That’s what makes agriculture relatable.”

Featured farms include the following:

• Daniel and Josie Jones — Jones Nip N Tuck Farm in White City in Autauga County
• John English — Perdido River Farms in Atmore in Escambia County
• Chris and Jordyn Upchurch — Rockin’ U Farm in Lineville in Clay County
• Coltin and Lauren Rainwater — Rainwater Ranch in Cullman in Cullman County
• Kenny Woodham — Woodham Cattle Company in Haleburg in Henry County

Perspective from Beginning Farmers

Coltin and Lauren Rainwater always knew they wanted to farm. They started their operation, Rainwater Ranch, from scratch three years ago. Although they are just getting started in the industry, they have already learned a lot and were eager to share with others through the video series.

“Having places you can go to learn more is a big deal,” Coltin Rainwater said. “Our parents had some useful knowledge to share, but it’s important to find mentorships. When you start making those little connections, it turns into something bigger.”

For direct-to-consumer beef producers, something as simple as discussing investments in freezers can be important.

“The majority of our sales are beef shares, whether that’s a whole, half or quarter calf,” Lauren Rainwater said. “It’s easiest to sell beef shares as a grower. However, you can reach more people with individualized cuts because it’s easier for a consumer to just buy a couple packs of steaks or ground beef. We had to buy a few more freezers to house those individualized cuts of beef on-hand. Once we did that, we had a new avenue to serve more customers.”

With more than an hour of content, the video series provides numerous nuggets of actionable advice.

“This project really represents what Alabama Extension is all about — connecting people, sharing real stories and providing education that producers can see themselves in,” Monroe said.

Additional Information

Along with Monroe, the video series was developed and implemented by Farm and Agribusiness Management Extension Agent Ken Kelley, Extension Economist and Assistant Professor Wendiam Sawadgo and Extension Professor Max Runge. It was funded through the Southern Risk Management Education Center and the U.S. Department of Agriculture’s National Institute for Food and Agriculture.

Find the “Faces of Direct-to-Consumer” playlist on the Alabama Extension YouTube page at aces.edu/go/5537.