Neil interviews Sara Scott at the MEAT Forum. Sara shares her background growing up on a Central Valley, California cow-calf and stocker operation, studying ag business and marketing at Oklahoma State, and building a career at Certified Angus Beef working with retail and foodservice buyers, packers, and processors—giving her a “gate to plate” view of the supply chain. Now based in southeast Kansas with her husband Travis and two kids, she runs Sara Scott Coaching, helping meat companies define their ideal customer and sharpen messaging to stop competing on price and start competing on value. She discusses bridging producer-consumer knowledge gaps without overwhelming audiences, why marketers suffer from the “curse of knowledge,” retailer pricing tactics like good-better-best and loss leaders, and the importance of trust, relationships, and industry networks such as SMA.

Topics

01:03 Sara’s Ranch Roots

03:18 Stillwater and Youth Ag

04:54 Gate to Plate Perspective

05:43 CAB Career and Trust Gaps

09:15 Ag Storytelling on Social

12:01 Meat Judging Detour

14:17 Coaching Meat Brands

21:29 Retail Pricing and Value

26:42 Going Solo as Entrepreneur

28:50 Favorite Work and Change

32:22 Wrap Up and Travis Scott