Bradley's Better Beef builds niche

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Hoping to find success in the niche market of all-natural food products, fifth-generation beef farmer Scott Bradley founded Bradley's Better Beef.|ret||ret||tab|

Bradley began developing a plan to market his beef directly to the public in August 2002, and by March 2003 his product was ready for sale.|ret||ret||tab|

Bradley and one employee, Richard Hutchinson, operate a 398-acre farm southeast of Ozark. |ret||ret||tab|

The farm has 85 cattle, with most of them a Charolais and Limousin mix.|ret||ret||tab|

Bradley believes several factors set his product apart from commercially produced meat products.|ret||ret||tab|

"Profit margins in this market are so small that large producers have to put quantity over quality," said Bradley, a Southwest Missouri State University graduate. |ret||ret||tab|

"Our cattle are raised USDA-approved all-natural, without the steroids and antibiotics that feed lots have to use. Our cattle are also harvested early and aged at an USDA-approved facility. The result is a leaner, healthier, more flavorful meat."|ret||ret||tab|

Bradley's line of products includes a variety of steaks and other beef products. Consumers' prices range from $3.75 per pound for ground beef to $8.25 per pound for ribeye steak.|ret||ret||tab|

Bradley's Better Beef, which became available in mid-March, is available at three Springfield-area stores: Turners Station, Nixa Hardware and Seed Co., and the Murfin's Market in Ozark. Bradley said his beef will be available at Akins Natural Food Market, Murfin's Market in Willard and the Memory Lane Milk storefront in Fordland in the coming weeks. |ret||ret||tab|

Customers may also buy Bradley's products from his farm in Ozark by appointment.|ret||ret||tab|

Chuck Murfin Jr., supervisor of Murfin's Markets in Ozark and Willard, feels that including Bradley's Better Beef in his stores provides an advantage to both businesses.|ret||ret||tab|

"Being small and independent ourselves, we do whatever we can to bring in products our consumers can't get from our competitors. We also carry the Memory Lane Milk and have found that there is a group of people who seek out that sort of product, so it draws additional customers into our store." |ret||ret||tab|

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Filling a niche|ret||ret||tab|

Niche markets are increasing in popularity, according to Dawn Thurneau, marketing director for The Missouri Beef Industry Council.|ret||ret||tab|

"It takes great amounts of research to get to know your target market and learn how to give them the product they want," Thurneau said. "I think Mr. Bradley has done a phenomenal job of that." |ret||ret||tab|

Once a niche is discovered, it's important for business owners to thoroughly research the market. |ret||ret||tab|

"It is important to know what everyone's niche is and to develop a strong marketing plan," said Eldon Cole, regional livestock specialist for University Outreach and Extension. "There is no question that products like this are getting to be more popular, and there are niches that can work out quite profitably," Cole said.|ret||ret||tab|

"People started questioning the safety of our beef supply a few years ago when we started hearing about mad cow disease overseas. I have never worried about it, but some people do. There is a debate about country of origin labeling in the beef industry right now and there are those who think there will be a market for 100 percent U.S.-produced beef."|ret||ret||tab|

Bradley's cattle are slaughtered, aged and packaged at Highlandville Packaging Co., which is an USDA-approved facility. |ret||ret||tab|

"Being a USDA-approved facility means that they have a USDA inspector on site to verify the health and quality of the animals," said Bradley. |ret||ret||tab|

"Much of the beef you buy in the store is not aged, but the aging process is what gives beef its flavor and tenderness. After aging, we have all of our beef cryo-vacced to take the air out of the packaging and give the meat a longer freezer life."|ret||ret||tab|

From there, Bradley takes the meat back to the farm to be labeled and delivered to local markets. |ret||ret||tab|

In developing his company, Bradley found it important to involve his daughters Rainey, 12, and Norrie, 8, in the process.|ret||ret||tab|

"Rainey does the ticket books and helps with the computers," Bradley said. "Norrie helps weigh and label the meat, and she designed our thank you cards. This business is an effort to make money doing what I like to do, with the bonus that I get to watch my kids grow up, and this will be something they can take over one day if they want to."|ret||ret||tab|

The Bradley children also interact with customers at food expos and fairs. The events are an important part of Bradley's marketing plan.|ret||ret||tab|

"The biggest goal we have right now is to get our name out there and let everyone get to know us," said Bradley. |ret||ret||tab|

Bradley is cautiously planning for future growth. " I don't want to get too big too fast," said Bradley. "Within a year I plan to contract local farmers to raise cattle for us to our standards." |ret||ret||tab|

Meanwhile, Bradley is paying particular attention to maintaining his high quality standards and building a solid customer base. |ret||ret||tab|

"I will never sell a product that I wouldn't feed to my family, and that says a lot, I think," Bradley said.|ret||ret||tab|

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