On September 25th, the California Rangeland Trust had the honor of being the recipient of 5% of all net sales in Whole Foods Market stores in Northern California and Reno. The day was a huge success. Aside from raising an outstanding $164,990, stories like the one below actually happened. The opportunity to outreach to a group of food customers who may otherwise not have much interest in the Rangeland Trust or the ranching industry, was incredible. Each of the top 12 Whole Foods Market stores in Northern California and Reno had a Rangeland Trust representative and a Panorama Meats rancher performing meat demonstrations and sharing the good news about the Rangeland Trust! We had the chance to meet all kinds of consumers where they shop and to talk to them about the importance of rangeland conservation and the ranching community.
Picture this: a self-proclaimed vegetarian doing her weekly grocery shopping at a Northern California Whole Foods Store spots a man wearing a cowboy hat. She approaches the table where the man under the hat appears to be promoting something. He is offering meat samples. He greets her with a smile, and begins to tell her about the unique partnership between Panorama Organic Grass-Fed Meats and the California Rangeland Trust and how that partnership led the Rangeland Trust to be the recipient of that region’s 5% Day promotion. The woman is intrigued by the Rangeland Trust and our work to conserve rangelands and open space, yet she continues to eye the organic grass-fed beef samples with a cautious curiosity. Sensing her interest, the rancher offers, “Would you like to taste our organic grass-fed beef?” Upon a whim, she accepts his offer and gives it a taste. Surprised by its robust flavor, she decides to purchase some of that delicious beef. A new beef consumer is born.
That’s what Panorama Organic Grass-Fed Meats does every day. They meet shoppers right there, in their favorite grocery stores, and they provide them with honest information about from where their beef comes. They take the initiative to engage grocery buyers in a conversation about responsible beef production. And it isn’t just about them. You see, they might be promoting their brand of beef and they may be explaining how organic grass-fed is different than conventional, but they are doing more than that. Darrell Wood, President, and Lori Carrion, CEO, of Panorama Meats take a stand for the ranching industry as a whole and helps people from all walks of life better understand how the beef industry responsibly produces a safe and healthy product. That’s why the California Rangeland Trust is so proud to partner with Panorama Meats.
September 25th was certainly one of the most exciting days in the history of the Rangeland Trust’s outreach program. We could not have been so successful without the help of Panorama, Whole Foods Market, and you.