52 NEBRASKA CATTLEMAN February 2026 BUILDING TRUST AND OPPORTUNITY KELSEY POPE | CONTRIBUTING WRITER Simplifying Beef Buying for Consumers Travis and Kayley Hazard, Valparaiso, started their direct-to-consumer beef business, Hazard Beef, in 2019 with a deep passion for agriculture, family and whole, nutritious foods. They work directly with customers to make purchasing local beef easier and less intimidating. “By bridging the gap between consumers, producers and processors, we focus on simplifying the process so families can confidently access high-quality, local beef,” Kayley Hazard says. “Through small-batch processing, strong local partnerships and a relationship-driven approach, our goal is to make local beef approachable, reliable and accessible.” In a market that can feel crowded, the Hazards are focusing on simplifying what is often a confusing process for customers, especially when it comes to buying beef in bulk. Rather than sending customers directly to a locker, they handle the ordering process and walk customers through portions, cuts and expectations so it feels approachable instead of intimidating. “Processing small, consistent batches each month allows us to fill orders quickly without sacrificing quality,” Hazard explains. “We focus on simplicity, reliability and making bulk beef purchasing easy for everyday consumers.” A way they set themselves apart from other beef businesses is offering smaller, curated beef bundles and meat snack bundles for convenience or gifting, along with customizable bulk options for customers who want to fill their freezers. They create seasonal packages, such as grilling-focused bundles, based on how and when their customers tend to buy. “Rather than offering an overwhelming number of options, we focus on a practical selection that reflects how people Across the country, people are prioritizing healthier diets and choosing beef for its protein, key vitamins and minerals and its place in many cherished cultural cuisines. U.S. beef demand remains robust, even with record-high prices, and projections suggest continued strong consumption. Nearly 70 percent of Americans eat beef weekly, valuing it as a protein source, but price and food safety are top concerns. Knowing the producer behind their beef and where it was raised is fueling consumer interest in locally grown and purchased beef. According to USDA’s Local Food Marketing Practices Survey, more than three-quarters of farms that sell locally do so directly to consumers – with farmers markets and on-farm stores making up the majority of those sales. While many beef producers have long sold “freezer beef ” as whole, half or quarter animals, many Nebraska producers are finding a competitive edge by developing niche offerings that better align with consumer preferences. PRODUCTION The Travis and Kayley Hazard Family.
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