Katie Lane was prepared as commercial buyers flocked to her display featuring samples, line cards and products to sample. Maybe it was her classical training as a nurse that gave her the skills to focus so intently on her customers or the sheer fact that she has confidence in the products being raised on her family's ranch in Eastern Montana.
She worked like a pro, anticipating these moments when some buyers opted to purchase and take wholesale orders back to their stores. For others, it was a tasting, a line card, a conversation and a plan to follow-up.
So why the line and interest?
Lane Legacy Beef is a generational family ranch located in Ismay (Eastern Montana ) representing their own beef and consumer beef products. Like most, the product differentiation plays a big role.
Katie who is a nurse, mother and wife of a rancher decided that what she looked out on at the family ranch every day was one of the healthiest foods available. "That became abundantly clear during Covid when people sought out local sourcing of healthier options", she said. "We raise high quality Black Angus and after years in the medical field, I wanted to sell our grass fed/finished beef directly to the consumer. I am passionate about good health and wanted to pass it along to our community through the foods they eat - including ours."
The social media post below demonstrates the Lane Legacy story in Katie's own words.
(Click on the post below or view it here )
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Katie leveraged her good health training and practice to launch a direct marketing program which has resulted in retail offerings throughout Montana including grocery, convenience and specialty stores. The product line is diverse and growing including steaks, brisket, ground beef, organ and stew meat and bones for bone broth. Her signature product at the show were the sticks and jerky's offered in various flavors that have the widest possible channel adoption.
The message of everything being done in Montana has resonated with her customers and their's as well. Raising, processing, selling and consuming the product within the state is a reduced miles/fresher story that buyers saw as a message they can pass on to existing and future customers. Compounding her value statement is the all important - "Certified All Natural" - no antibiotics/hormones.
Lane Legacy does have an on-line store featuring their products and an easy way to reach out, as well.
We asked how Katie would like to collaborate most with others?
A resounding priority, "distribution with other channels around MT."
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Connect. Communicate. Collaborate.
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