Lauren Richardson and her family have been raising and feeding cattle for four generations, and now they are marketing their beef directly to consumers.
Jowler Creek Cattle Company is owned and operated by Lauren and her husband Ryan Richardson and his brother, Chad Richardson.
“Marketing direct to the consumer is something we have talked about for years,” Lauren said. “We have always offered whole, half and quarter sides of beef, it was just word of mouth. In January of 2020, we decided to start the process of offering retail cuts of our beef. By May of 2020, we were selling our USDA retail products to the public.”
Although COVID-19 has not had a big effect on Jowler’s ability to market their beef directly to customers, in order to meet the high demand and stay within COVID restrictions, the Richardsons did have to get creative last spring/early summer with how to distribute their products. They began offering curb-side pickup, which proved to be a quick and safe option for everyone.
“This process had its shortcomings as well,” Lauren said. “For example, customers would drive out to the farm not knowing if the item they were after would be available or sold out. We surveyed our customers via our social media platform and there was an overwhelming response in favor of online ordering. Thus, our website was developed, and our delivery service born.”
As a wife, mother and homemaker, Lauren also juggles farm and household chores, homeschooling and marketing the farm’s products. She says that organization, a consistent routine and a really good support system are key to keeping up.
“I’m a busy bee by nature, so I would complain if I didn’t have a million things going at once,” Lauren said. “I’ve learned to give myself a lot of grace. Making memories with my family is most important. When possible, we include the kids in our chores, so sometimes family time becomes setting out a bale of hay together, hauling cattle, preg-checking cattle, etc. We love it though and wouldn’t have it any other way. Family and faith keep me centered.”
The Richardson family have made transparency with customers and raising and caring for cattle humanely their priorities. When purchasing directly from the farmer customers are guaranteed to get what they are paying for.
Educating the public on agricultural practices and dispelling common misconceptions regarding the industry is also an ongoing goal for the family.
Jowler Creek Cattle Company has created a blog post on their website that addresses the advantage of knowing exactly where your beef comes from.
“Most consumers would be shocked to know that not all beef sold in the U.S. is from the U.S.,” Lauren said. “More and more, beef is being imported to the U.S. and then sold to you, the consumer. This is wrong. As it stands now, the label ‘Product of USA’ is proudly displayed on retail beef simply because it is processed in the U.S. This is unacceptable and the label ‘Product of USA’ should only be displayed on beef that originated from the U.S. To read more about this visit, ‘U.S. cattle groups call for clear labels,’ agupdate.com. There is no comparison between the taste of local beef and that of retail beef. Why is there such a difference?
“Well, this comes down to the feed program and, again, that factor of transparency. For example, our family raises Black Angus cattle, so when you purchase beef from us, you are solely eating Black Angus beef. In addition, we work with a feed consulting group who aids us in developing our rations to promote the highest quality of beef we can produce. You will most notably see the difference in the marbling of our beef. Origin of cattle, breed of cattle and a well-developed/implemented feed program are huge factors in producing quality and mouth-watering beef.”
One of the biggest concerns and misconceptions about eating meat is the issue surrounding antibiotics and hormones and the idea that the animal is not safe for human consumption because farmers repeatedly administer antibiotics.
“We only administer antibiotics when the situation calls for it (i.e., illness),” Lauren said. “More importantly, when antibiotics are used, there is a standard withdrawal period, which means that animal cannot be harvested until after the approved withdrawal period. With regard to hormones, there is no such thing as hormone free. All animals, including humans, produce hormones.
“Growth Promotants (hormones) simply supplement existing hormones or compensates for missing hormones in the cattle’s body. The hormones are metabolized (used by the animal’s body) before they are harvested. The reality is, that most producers, no matter their size, treat their cattle humanely. That is their livelihood.”
Lauren says the secret to producing quality beef comes down to breed of cattle, experience, and an efficient feed program. Black Angus cattle are known for their marbling, which is flavorful, juicy and tender.
Jowler’s custom processing is done with Clark’s Custom Meats in St. Joseph.
Beef recipes are shared on Jowler’s blog and she plans to feature customer recipes in the near future.
“We like a thicker cut steak, cooked medium, so juicy and full of flavor,” Lauren said. “There are so many favorite beef recipes, but probably our favorite is Steak Bites and Beef and Noodles.
A majority of the crops raised at Jowler, corn, soybeans and wheat, are sold to local grain elevators. About 10% of the corn they raise is used in their feed rations.
As fourth-generation beef producers the Richardsons are thankful for the skills and knowledge passed down to them.
“Just knowing what to do and how to do it,” Ryan said. “This is especially true when it comes to the health of cattle. Our dad and uncles always told us ‘you can’t starve a profit out of cattle. This is one of the reasons we place such a high emphasis on our feed program.”
The most rewarding part of cattle farming for the Richardsons is seeing the final product and knowing how much work went into producing it.
“For example, artificially inseminating our heifers, maintaining their body condition throughout their pregnancy and then seeing a strong healthy calf nine months later,” Ryan said. “Or taking an 800 lb. steer to 1,500 lbs. Having a role in everything, from start to finish, is rewarding.”
Building relationships with their customers is especially important to the Richardsons because they want to bridge the gap between the consumer and the farmer. “Thirty plus years ago, consumers were more connected to agriculture because they either grew up on a farm or their parents had,” Lauren said. “Fast forward 30 years and now we are seeing how distant agriculture is among consumers. Sometimes several generations removed.
“By building relationships with our customers, we can educate and answer any questions they have regarding common beef practices. We can also dispel common mistruths regarding our industry. We are completely transparent with our customers.”
The company offers: Ground hamburger (85/15 grind), family pack (20 lbs hamburger/saves customers 10%), boxed hamburger patties (seasonal), roasts (seasonal), brisket, neck bones and filet mignon, boneless ribeye, KC Strip, sirloins, T-bone steaks.
Jowler delivers to Camden Point, Dearborn, Edgerton, Faucett, Weston, Smithville, Platte City, Parkville and the following zipcodes in KCMO (64153, 64154, 64155). Delivery fees can be found on the website – jowlercreekcattlecompany.com.
Deliveries are made every Monday and orders should be placed no later than 4 p.m. on Sunday, to ensure next-day delivery. Customers are encouraged to leave a cooler outside their front door for delivery. Jowler Creek also has a farm pickup option on Thursday evenings.