OWNER: SCHULTE FAMILY • BRAND NAME: SCHULTE BEEF • RANCH NAME: SCHULTE CATTLE COMPANY
How did you get started in selling branded beef? We began selling our branded beef in 2020 during the COVID outbreak. At the time, demand for beef was high, and we started by offering it to our local community. From there, things took off as consumers discovered just how much better home-raised beef tasted—and that it really wasn’t any more expensive than what they could buy at the grocery store.
What type of cattle are you using in your program? Alongside our registered Brahman cattle, we operate a commercial cow-calf system. We utilize our Brahman bulls on the commercial cattle, resulting in a quarter to three-quarter Brahman calves that we incorporate into our branded beef program. Additionally, we offer 100% Brahman beef from bull calves that are not suitable for breeding.
How do you market your branded beef? Our most important marketing tool in promoting our branded beef is transparent communication with consumers. The cattle are born and raised on our ranch, fed fresh feed from our feed mill, and utilize locally sourced ingredients until the time of harvest. Each animal remains under our care until the product is delivered to the consumer. People increasingly want to know the origin of their food, and this has become a critical aspect of our marketing approach.
Where are your products available? When we first began selling branded beef to the public we would sell in certain pop-up locations on the weekends, selling individual cuts of beef; however, many customers requested larger quantities of our product. In response, we started offering bulk options of 1/4, ½ or even whole carcasses. Customers now call the office, receive a form, and indicate their preferred cuts for their package. We discovered that this approach not only enhances customer satisfaction but also reduces labor costs, minimizes the need to creatively sell less popular cuts of beef and the customer does not need to look for us on the weekend.
How is Brahman beef different than other beef? We believe that our homegrown Brahman beef offers a richer flavor compared to store-bought beef. Additionally, it contains a healthier fat profile. Studies have demonstrated that Brahman beef has a more favorable fatty acid composition, featuring reduced saturated fat and a higher concentration of polyunsaturated fats, including omega-3 and omega-6 fatty acids.
Negative preconceived notions? For years, Brahman cattle have been mistakenly perceived as a breed that produces tough meat with little marbling. We find this perception to be completely false. Most of our beef grades as Choice with a high yield, and we have even had purebred Brahman cattle that graded as Prime. To debunk this misconception about Brahman beef, we utilize photos and occasionally offer a one-pound package of ground beef to illustrate our point.
Biggest challenges of selling branded beef? One of the biggest challenges we face in owning a branded beef operation is competition when selling individual cuts of meat. Customers often find it more convenient to grab a package of meat from the grocery store rather than make an additional stop at another store for our beef.
The ability to offer “packages of meat” has proven to be our best option as producers. This approach requires less labor, results in reduced waste from less desirable cuts that are harder to sell and ensures that customers have our beef readily available in their freezers for their convenience instead of grabbing a package at the grocery store.
• 979-830-1885
• 12965 FM 50, BRENHAM, TX 77833
• FACEBOOK @SCCBEEF
