“Making It Work” is a series is about small-business owners striving to endure hard times.
Montana’s picturesque landscape may evoke images of vast valleys, cold streams, and snow-capped mountains. However, what happens to the cattle once they leave those pastures remains largely unknown to many. Despite Montana being a state with almost double the number of cows as people, the majority of beef consumed by Montanans is not locally sourced. Only around 1% of beef purchased by Montana households is raised and processed locally, as per estimates from Highland Economics, a consulting firm. Instead, a significant portion of beef is imported from distant locations like Brazil, following a complex supply chain that involves dominant meatpackers, distributors, and retailers.
Breaking free from this conventional system and opting to sell beef locally is a challenging endeavor for ranchers in Montana. They find themselves overshadowed by industry giants like JBS, Tyson Foods, Cargill, and Marfrig, which dominate the meatpacking industry. In this David-versus-Goliath scenario, ranchers like Cole Mannix are striving to carve a niche for themselves.
Neva Hassanein, a University of Montana professor specializing in sustainable food systems, points out the significant influence wielded by beef packers throughout the supply chain, trapping ranchers in a cycle of diminishing profits. Cole Mannix, a rancher with a strong family legacy in the industry, founded Old Salt Co-op in 2021 to revolutionize the meat-buying experience.
Old Salt’s innovative approach involves maintaining control over its supply chain, from raising and slaughtering cattle to distributing and selling meat. This vertical integration model, not commonly pursued by small meat businesses due to upfront investment requirements, empowers ranchers to profit at every stage of the process.
While other businesses may focus solely on meat processing, Old Salt differentiates itself by offering a holistic approach that addresses distribution challenges faced by ranchers. By leveraging restaurants, community events, and an online platform, Old Salt ensures a direct connection between consumers and ranchers, transcending the traditional beef supply chain.
Andrew Mace, Old Salt’s co-founder, envisions a future where the company’s diverse ventures serve as marketing tools for its meat subscription service. By expanding its reach and engaging with consumers, Old Salt aims to reshape the local meat economy and promote sustainable ranching practices.
Old Salt’s mission goes beyond profits; it seeks to empower ranchers to steward their lands responsibly. By uniting ranches under a common brand and profit-sharing system, Old Salt creates a collaborative ecosystem that benefits both ranchers and consumers.
As Old Salt strives to redefine the meat industry, it serves as a beacon of hope for ranchers looking to secure a sustainable future for generations to come. By championing regenerative ranching practices and fostering community collaborations, Old Salt is paving the way for a more resilient and environmentally conscious food system.
