Meet Kevin Gould

Oftentimes the cornerstone of a successful business is strong relationships. For Michigan cattle producer and NCBA member Kevin Gould, that statement rings true.

Gould has been involved in the agriculture industry throughout his life. Growing up, his dad owned cattle, and he participated in both 4-H and FFA. Upon graduation from Michigan State University, Gould invested in his own cattle and began to sell direct-to-consumer.

Throughout the years, he has invested a great deal of time in building and maintaining his customer base, and those relationships have become a vital part of the way he runs his business.

“It requires a lot of work and effort to get animals sold in that scenario, as opposed to selling in a commodity scenario,” said Gould.

Despite the work it takes to build strong relationships and a trusting customer base, Gould feels that because of the size of his operation, direct marketing is the best suited marketing strategy for his business.

“From my perspective as a cow-calf producer, if we’re not trying to direct our marketing toward our actual customer, we are losing a large portion of the pie that is out there as far as full retail value,” he explained.

Gould believes small operations certainly have a place within the industry, but it is key for the owners of those operations to find ways to add value to their products.

He brings value to his customers through transparent production methods, product affordability, and eagerness to develop personal relationships with those purchasing their product.

“Our customers are so appreciative to have the opportunity to work with us to feed their families, and I think that goes a long way,” said Gould.

For Gould, it’s about meeting his customers where they are at and taking the time to ensure they understand the product they are purchasing. The COVID-19 pandemic caused a dramatic shift in the number of meals prepared at home, and he saw that as an opportunity to educate his customers on how to prepare cuts of beef that they may be less familiar with.

“I take all of my new customers through our beef cut sheet and ask them about what their family eats for beef, what cuts they would traditionally use on a regular basis, what they wouldn’t use, and what they want to try differently,” he said. “Then I try to provide some of our Beef Checkoff resources as preparation tools for them.”

When his customers receive their beef, his goal is to ensure they can utilize all the cuts and enjoy the product through trying new things, which in turn reinforces the value of buying beef direct, rather than through retail. It’s this commitment to the purchasing experience that allows him to see return customers.

“I think showing interest and concern for their family’s needs is very valuable as a marketer of beef,” explained Gould.

Not only does he see the value in investing time and resources in marketing for his own business, but through his role at Michigan State University  Extension as a Beef Educator he helps educate other producers on how to effectively market their product and retain a customer base.

“As the cost of production goes up, feed costs go up, and so forth, these farms have got to capture more real dollars per unit to justify the added cost of production,” he explained.

In addition to educating other producers through his Extension role, Gould prioritizes active membership in both Michigan Cattlemen’s Association and the National Cattlemen’s Beef Association. He works to boost membership numbers and producer involvement on both the state and national level through sharing about the immense return on investment.

From representation in his home state Capitol to representation on Capitol Hill in Washington, DC, Gould said, “I tell people I get far more from these organizations than I ever pay in.”

While Gould appreciates the representation he receives as being part of these member organizations, it is evident that his role in the industry is helping to facilitate small producers finding their niche within the industry and is helping to bridge the ever-growing gap between producers and consumers.