Keep Meat Real
A toolkit for having real-ass conversations about meat with your customers.
The Keep Meat Real Toolkit is a free collection of ready-to-use messaging and customer education tools for farmers, ranchers, butchers, retailers, grocers, and restaurants.
Use them to explain what makes your meat different, answer common questions, communicate the value behind your prices, and spend less time figuring out how to say it.
GET THE TOOLKIT
Your customers see the product and the price.
You see everything that went into it.
You may be investing in better grazing practices, animal care, skilled processing, regional supply chains with partners you trust.
But much of that work is invisible when a customer is standing at the meat case, reading a menu, or comparing prices online.
That can leave you answering the same questions over and over:
They have questions like...
Why does this cost more?
What does "regenerative" or "pasture-raised" actually mean?
Why should I buy this instead of what's at the grocery store?
What am I supporting when I spend more on meat?
You have answers.
But you’re not a marketing expert. And finding a clear, concise way to communicate them over and over takes time and energy you’d rather put towards other work.
That's why we made this toolkit.
Everything you need to talk about the value behind your meat
Here's what's inside...
6 heavy-hitting tools for you to steal for your website, social media, retail location, or farm-to-table restaurant. Plus, ideas and instructions for how to use them in your business.
The Swipe File
Ready-to-use copy swipe file helps you tell the bigger story behind your meat. Swipe it for your website, emails, product pages, signs, newsletters, social media, and more.
The Reference Poster
You can't personally explain your practices, sourcing, and prices to every customer.
Print this professionally designed reference poster, large or small, for your farmers market booth, farm store, butcher counter, meat case, restaurant, or register. You can also hand it directly to customers or include it in meat and CSA boxes.
The Visual Guide
This "Systems that Give vs Systems that Take" visual messaging guide helps you explain the outcomes different meat systems can produce for land, animals, farmers, communities, ecosystems, and our food system.
A Menu Insert
Customizable menu insert to feature a particular farm, ranch, butcher, producer, or dish and help diners understand why that sourcing decision matters.
Ready-to-use Social Media Posts
Copy them as-is or customize them with details and images from your own business.
Frequently Asked Questions
Ready-to-use answers to common customer questions and objections. Swipe them for your website, emails, social posts, staff training, or conversations with customers.
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KEEP MEAT REAL TOOLKIT DOWNLOADWho is this for?
Farmers & Ranchers
Explain the value behind how you raise animals and sell meat.
Butchers
Help customers understand sourcing, processing, and the farms you work with.
Retailers & Grocers
Give shoppers more context at the meat case and help staff answer common questions.
Restaurants
Showcase the values behind your menu items and help staff communicate value to diners.
Whether you sell directly to customers or help connect them with the people who raised their food, these tools are designed to make those conversations easier.
Who is this NOT for?
As harsh as it may sound, this toolkit is not for everyone.
We're not here to help businesses deceive customers or take advantage of people who are trying to make more informed choices about the meat they buy.
This toolkit is not for:
Retailers who
source and sell meat produced in certified organic Concentrated Animal Feed Operations.
Regional or “local” distributors who
source and sell meat produced in Concentrated Animal Feed Operations.
Butchers who
who buy from farms without vetting their practices.
Anyone who
seeks to profit off of “buy local” or “buy regenerative” trends but isn't committed to transparency.
Those who
think lab-grown meat is better for the environment.
Popular Links
Transparency in meat, from pasture to plate.
Practical tools and a national directory to help you choose—and champion—ethical and responsible meat.