Building a meat brand isn’t just about great product. It’s about passing USDA checks, finding the right co-packer, and earning trust in a category where shoppers hesitate.
We cover how to manage compliance and co-packing, position your product in local communities, and build the systems that get your brand to market.
For founders who are:
Reviving traditional or legacy food products for modern consumers
Tackling USDA compliance, manufacturing, and retail challenges
Navigating regulatory hurdles and co-packing challenges
1. Build sourcing into your brand story
When it comes to meat, sourcing isn’t just a supply chain detail. It’s a cornerstone of brand trust and differentiation. Here’s a checklist to get started:
Can you trace 100% of your key ingredients back to source?
Do you have supplier relationships you can highlight (e.g. family farms)?
Does your sourcing align with consumer values (transparency, sustainability, quality)?
Can you tell a clear, compelling supply chain story in one line?
2. Design products for today’s consumer
Premium meat alone won’t win. It has to fit modern tastes, lifestyles, and be easy to prepare.
Do you use premium cuts or chef-inspired recipes?
Are your products clean-label (no fillers, preservatives)?
Do formats match consumer lifestyles (pre-cooked, ready-to-use)?
Can you guarantee consistency across runs at scale?
What to do: Use convenience to drive repeat purchases. Ready-to-use or fully cooked formats reduce barriers to trial and reorders.
3. Use local networks to build early momentum
Brands don’t have to start in retail. Farmers markets, foodservice, and independents build credibility and cash flow, without the overwhelm. Here are options to check out:
Do you have relationships with cafés, breweries, or food trucks for early sales?
Can you tap into independent retailers (farmers markets, specialty grocers)?
Can you create demo events, pop-ups, or collaborations that generate buzz?
Do you have sales tools (line sheets, product specs) ready for buyers?
Are you consistently following up with both retailers and customers?
What to do: Use small local wins to validate demand, refine ops, and generate early word-of-mouth before scaling.
4. Get compliance and co-packing in order
USDA rules and co-packing can overwhelm new founders. The key is systems and patience. Follow this checklist to get started:
Are your recipes and SOPs fully documented and scalable?
Do you have compliance and licensing processes in place?
Have you built buffers for delays in production and delivery?
Do you know your non-negotiables when it comes to working with co-packers?
What to do: Start with a small co-packer. It’s better to outgrow them than get buried by large-scale mistakes.
5. Use demos to educate and win loyalty
Sampling is your best tool when introducing a new product to market. Use demos to educate, inspire new uses, and build loyal customers.
Treat demos as education, not just sampling. Teach new ways to use your product and you’ll win long-term loyalty.
Engage people with more than taste. Share recipes and tell your story.
Invest in ambassadors who truly love and know your product, and develop long-term relationships and skills.
Checklist: Will your product pass in a regulated market?
Is your sourcing 100% traceable and aligned with your brand promise?
Have you validated product-market fit with real consumer feedback?
Is your messaging clear and communicates what makes your brand different?
Do you have tested sales tools and demo strategies to drive trial and repeat purchase?
Do you have reliable systems for production, compliance, and delivery?
Bottom line: In regulated categories, trust and convenience win. Build proof into your sourcing, show up locally, and use demos as education to turn skeptics into loyal customers.
Know someone trying to get their food brand off the ground? Do them (and us!) a favor and pass along this playbook.
