Partnering for Growth

How Bison Producers and Marketers can Work Together for a Sustainable Future

On any given day, Canadian producer Doug Griller can be found in his office – a 2016 Dodge Ram that has logged more miles than his free roaming bison herd. As one of less than 1000 bison producers in Canada, and co-owner of Noble Premium Bison, Griller knows how important it is to reinvest in a sustainable future for the bison industry.

“Be committed to what you’re doing, learn what you can to improve the quality of your animals and your land, and stay in the game when the going gets a little rough – because it will.”

As far as meat consumption in Canada goes, the bison industry is tiny, with less than 1% of market share compared to 35-40% for beef consumption. That, in itself, presents many challenges, as variables that impact profitability in the bison industry are spread over far fewer animals and producers. But those market swings can also provide opportunity, and that’s where the relationship between producers, and producers and marketers, is so important.

The agriculture industry is one of the last bastions of business where a handshake still means something; a shared commitment that is so ironclad, a contract isn’t expected, nor needed. But as Griller points out, that handshake is based on more than someone’s word. It’s built on a reputation of trust earned over many years of putting integrity first.

“I believe in sharing with younger producers the knowledge I’ve acquired over the years, so that they can continually improve the quality of their own herds. That’s a win-win for the industry.”

Because the bison industry is so small, producers know one another, or at the very least, who the players are that they want to do business with. For buyers like Griller, building long-term relationships with young producers just getting into the business is as important as honouring and maintaining the old guard as well. “I’ve bought animals sight unseen from producers I’ve known a long time,” said Griller, “because they value what’s important, and I know their animals will meet my expectations.”

“Being honest and up front, saying clearly what you’re going to do, and then doing it, is what builds trust. That, and being involved in the industry for as many years as I have.”

Ensuring the financial health of the bison industry as a whole, means finding a market for all animals that are being raised by both larger and smaller independent producers. Griller believes in being a ‘one stop shop’ for other producers looking to sell their bison “Not every animal is destined for a product line like Noble Premium Bison, so it’s important to help producers find a place for those animals, too.”

On the marketing side, companies like Noble are finding innovative ways to promote and sell all cuts of bison, not just the choicest ones. Brands that create and support retail space for classic bison cuts like ribeye, striploin and top sirloin, are integral in increasing consumption of bison meat. Investing time and dollars to create demand for the whole animal, both nationally and globally, helps grow even more opportunity for producers.

Building the value of bison meat with consumers requires strategic planning and ongoing financial commitment, which can have many positive impacts on bison producers:

Higher Prices and Margins: When a food product is perceived as high-value or premium due to effective branding and marketing, consumers are often willing to pay more for it. This can lead to higher prices for the product, which can benefit producers who have established relationships with the brand.

Increased Demand: Consistent communication of value can boost demand for a niche product like bison. As demand rises, producers have the opportunity to sell more animals and enjoy more stable prices. An increase in demand can also lead to long-term contracts and beneficial relationships between smaller producers and larger players like Griller.

Market Differentiation: Communicating the benefits of bison meat can help differentiate it from other proteins in the meat case and on menus. Consistent and relevant content from marketers helps to increase a products’ profile, which is a benefit to both retailers and producers.

Greater Brand Loyalty: Consumers who perceive a product as valuable may develop brand loyalty, leading to repeat purchases and a steady revenue stream. For producers, this can mean more consistent income and less reliance on fluctuating commodity markets.

Enhanced Product Stories: Effective marketing often includes sharing the story behind the product, including information about the producers who grow it. Brands like Noble are working to create a connection between consumers and the source of their food. Bison producers and associations can benefit by doing the same.

Opportunities for Value-Added Products: When a product’s perceived value is high, there are often opportunities to introduce value-added products or premium lines. Bison producers can benefit from producing these higher-value animals, which can often command better prices and offer greater profitability.

Improved Negotiating Power: When a food product has a strong market position and perceived value, marketers often have better negotiating power with processors, shippers, distributors, and retailers. This can result in a positive impact to producers, as marketers increase sales and build demand.

Positive Impact on Sustainability: Consumer perception and demand is shifting towards products with an increased focus on sustainable and ethical farming practices. This gives bison producers an opportunity to invest in measurable regenerative practices, which can positively impact reputations and business prospects.

Increased Investment and Community Impact: A high perceived value can attract investment and support from stakeholders interested in aligning with successful and reputable brands. This can provide producers with additional resources, and support for their operations and communities.

Studies have shown that investing in brand awareness and marketing can significantly elevate a product’s perceived value. By shaping consumer perceptions and building trust, investing in the bison story can help build a strong retail category, even for a niche product like bison.

By educating consumers on the value of Canadian bison meat, producers and marketers can benefit from higher prices, increased demand, and better market positioning. This means improved financial stability and growth opportunities for the bison industry as a whole in Canada – a goal worth striving for.