54 NEBRASKA CATTLEMAN February 2026 cow-calf operations, while Jason manages the feeding operation. Since the opening of Birdwood Beef ’s first brick-andmortar location in 2023, Kayla and Jill have overseen daily operations, including customer relations, sales and inventory management. “We operate within a uniquely niche market in North Platte,” Kayla Star describes. “Unlike traditional grocery stores, there is no other business quite like ours in the area. With only two primary grocery options in town – Walmart and Fresh Foods – for purchasing protein, we are fortunate to offer something different – a locally produced option that connects our community directly to the source of its food.” While the direct-to-consumer beef market is often described as saturated, Star reveals that hasn’t been their experience. In a large community, they continue to meet customers every day who are visiting their store for the first time. “That tells us there is still room to grow – and an opportunity to do things differently,” Star says. The biggest adjustment they’ve made since launching was relocating from Lincoln back to North Platte and shifting their focus from primarily shipping to a brick-and-mortar storefront. Despite their best efforts, the business in Lincoln never gained the traction they had hoped for. In contrast, North Platte immediately embraced what they were offering. “That move proved to be a turning point,” Star shares. “While we now ship less than we originally anticipated, the strong demand and consistent foot traffic through our storefront have reinforced the value of being rooted in the community. This pivot allowed us to align the business with where our customers are – and where our product is most appreciated.” The storefront allows them to sell their ranch-raised, grain-finished beef in bulk as well as individual, retail-style cuts, while also offering free local delivery to North Platte, Hershey and Sutherland addresses. They aim to set themselves apart by offering flexibility without compromising quality. “Many customers want premium beef but don’t have the freezer space or the need for a quarter or half beef,” Star explains. “By allowing them to purchase exactly what they need – when they need it – we meet customers where they are. This approach ensures access to a trusted, high-quality source for everyone, whether they’re feeding a large family or just planning a single meal, and it has been an important driver of our growth.” Building customer loyalty starts with consistency and genuine relationships. That personal connection, combined with a reliable product, turns first-time buyers into repeat customers and long-term supporters of their business. “We differentiate ourselves by focusing on education and transparency,” Star adds. “Helping customers understand where their beef comes from and embracing the idea of know your source builds trust and long-term relationships, not just one-time sales. By staying involved locally and investing back into the area we serve, we’ve carved out a niche that goes beyond selling beef – it’s about connection, trust and being part of the community.” Local Beef on a Larger Scale Fifth-generation cattle producer Blake Albers started Albers Craft Meats to expand and diversify the family brand. Albers has been able to forge new paths for the business by partnering with ranchers and livestock producers to process and market their beef. After nearly 100 years in the cattle business, the Albers family started into the meat business by selling some freezer beef. What catapulted them to getting more serious was portion-cutting beef and opening a retail butcher shop in Norfolk in 2018, which included retail products like beef, pork and seafood, as well as craft spirits. The online marketplace and delivery programs were started in 2021. “We had some ups and downs in online retail, but we just kept building on what we started,” Albers says. “The beef business generally has built-in margins; it’s just a very difficult game and difficult to overcome your overhead. The further I BUILDING TRUST AND OPPORTUNITY THROUGH DIRECT-TO-CONSUMER BEEF MARKETING CONTINUED FROM PAGE 53 CONTINUED ON PAGE 56
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