To be sustainable, Roseland Farms leaves organic label behind

A marketing dilemma subsequently appeared on the Clark family list of chores. Should they trek four hours to the closest certified processor, adding transportation stress to the animals and themselves, or should they allow the organic certification to lapse and instead focus on the high-quality grass-fed feature of their end product, while still maintaining organic practices? Could they remain profitable by only selling directly to established customers?

“Honestly, we kicked around the idea for a couple years, because we could see it coming, and it was a hard decision,” Lincoln says. The family appreciated the relationship they had with grocery stores, and they knew they had a product that was important to hundreds of devoted customers. So they asked their customers about the idea, and the consensus was in favor of the more sustainable route. Most customers wanted 100% grass-fed beef, raised organically, even if it didn’t have a USDA Certified Organic label.

Consequently, in early 2016, Roseland discontinued its organic labeling and started using a meat processing operation that was just a five-minute drive up the road. Their current customer base of approximately 100 families places reservations for quarters or halves, available at various dates throughout the year. The meat is processed and labeled specifically to each customer’s specifications and picked up at the farm or from the processor. Consumers like the convenience of keeping a variety of cuts in their home freezers, all from a trusted local organic farm, and have adjusted their food budget accordingly.

What could’ve been a marketing disaster for the Clarks has instead settled into a different, more efficient and sustainable scenario.

Meanwhile, it’s business as usual for the Roseland herd. They are indulging in a fresh green summer salad bar as they make their way across chemical-free pastures with new spring calves sprinkled in among the moms.