The Artisan Beef Institute aims to reposition beef as a high-quality product like wine. It seeks to educate consumers about beef quality and connect buyers with artisan producers. The Institute's director Carrie Oliver utilizes blogs and social media like Twitter to simplify messages about beef, provide education to consumers, and build an online community around artisan beef.

1. the
ARTISAN BEEF
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• Carrie Oliver
– “Robert Parker of Beef”
– Beef Geek
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute

2. the
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• Objective
– Reposition beef as like wine
– Reward best practices
• Programs
– Education
• Artisan steak & burger tastings
– Marketplace
• Home artisan tasting kits
• Directory to connect buyers to sellers
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute

3. the
ARTISAN BEEF
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• Challenges
– Low education
– Complex
– Marbling=quality deeply ingrained
– No marketing budget
– I'm wordy
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute

4. the
ARTISAN BEEF
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• Solutions
– Simplify message
• Beef = Wine
• Low Stress = More Flavor, Tender
• Buy By “The Case”
– Combine social & old-line media
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute

5. the
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• Blog – think of as a progression
– Notes To Yourself
– Blowing Off Steam
– Education
– Community
http://discoverbeef.blogspot.com/
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute

6. the
ARTISAN BEEF
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• Twitter
– Purpose
• Education
• Community
• Connections
• Sales (indirect)
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute

7. the
ARTISAN BEEF
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• Twitter - Education
I write simple
post comparing
pork to wine
Seattle food
lover copies my
message to his
follower list
CA cattle
rancher carries
on meat = wine
conversation the
next day
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute

8. the
ARTISAN BEEF
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• Twitter - Connections
I'm looking for
wine expert,
Renee suggests
cshack_21, a
wine Sommelier
Mary Luz
suggests Natalie
MacLean
Within 10 min.
I've connected
with Natalie &
@cshack_21
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute

9. the
ARTISAN BEEF
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• Twitter – Reach
Penn State meat
scientist sees
article about me,
sends to his list
Artisan butcher
in KY sends it to
her list
Simmental
breeder in Ohio
sees article,
sends to his list
Large animal Vet
in Florida sends
message, article
to her list
http://www.cattlenetwork.com/Jolley--Five-Minutes-With-Carrie-Oliver---Artisanal-Beef/2010-01-15/Article.aspx?oid=975746&fid=CN-TOP_STORIES_
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute

10. the
ARTISAN BEEF
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• Twitter – Community
– People start asking me for advice
happyblogger I don't understand @CarrieOliver can you
help? Brandt Beef says no antibiotics but they feed their
cattle corn. How can this be?
– I'd respond & other experts would join, in this case
@iTweetMeat, a meat scientist
– Created weekly chats using #meatcamp name
– Reach 20-30K people each week
• Topics: steps from farm to plate, how breed influences
flavor & texture
http://meatisneat.wordpress.com/2010/01/15/meatcamp-transcript-14-january-2010/
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute

11. the
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• Twitter & Blog
I post simple
message about carrieoliver When we buy fine wine, at min we expect to
how we know so
much more re:
know grape variety, region & name of winery. Why don’t
wine than beef we expect the same with beef? bit.ly//4G19Xy
And link to my
blog, which
explains how
USDA Grade is http://discoverbeef.blogspot.com/2009/06/would-robert-parker-rate-wine-on.html
just a visual
rating, it doesn't
fully explain
texture and flavor
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute

12. the
ARTISAN BEEF
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• Twitter – Entertainment
Group of Seattle sea1 @sea2
food geeks joking
around w/ faux
Italian
@sea1
I join in w/ my
own Italianglish
sea3
Notice school
pictures from
long long ago
sea1
Food geek in
Oklahoma's Oklahoma
watching &
laughing
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute

13. the
ARTISAN BEEF
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• Jump in, the water's warm
• Thank you!
© All Rights Reserved The Oliver Ranch Company and
The Artisan Beef Institute