Empire Valley Ranch is a family farm in British Columbia, Canada who was using the conventional channels to market their cattle.  They would sell their weaned calves on the spot market to area buyers most likely for an established per pound live weight.  Essentially they were selling a commoditized product to a faceless buyer.  However, they have decided to differentiate their product by taking a risk and switching to a system where they finish their calves on a grass-fed diet and production is free of hormones and antibiotics.  This allows them to enter a niche market with fewer buyers and for the time being higher prices and greater margins.  They have had to establish direct relationships with their customer base in order to assure their product can be moved.  “One must be able to build a real relationship with your customer. Once you build that trust then you most likely will have a customer for life/There is nothing better than a person coming in or calling to say they love your beef.” –Joyce.  The risk seems to be working out for them and their new customers.

http://www.bclocalnews.com/bc_cariboo/williamslaketribune/community/89484742.html