Family Farm Sells Meat Subscription Boxes
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Family Traditions Beef, a fifth-generation family farm in Vallonia, Ind., sells beef and pork online in bulk and through a subscription model. “Don grew up on a grain and cattle farm,” says cofounder Jennifer Shoemaker. “He always dreamed of selling his beef directly to consumers. And not just any beef; he wanted to raise calves from birth and control the whole process.”
The pair bought 25 bred heifers in 2015 and grew their herd to selling size by 2018. Current operations see approximately 70 cows calving every fall. Every cow is raised on their property from conception to butchering, which takes place 45 min. away at Memphis Meats.
“Starting Family Traditions Beef gave me a way to stay home and raise the kids while growing a business,” says Shoemaker. “With our row crop farm, cow herd and four kids, selling in a brick-and-mortar store or Saturdays at farmers’ markets wouldn’t work for us. Instead, we set up a website and started marketing outside our local area.”
Health and sustainability remain priorities. The cattle are kept in open fields with well-drained soils that minimize exposure to dampness and mud, and most of the farm is planted without tillage to best capture nutrients, build soil structure, and increase organic matter. Selective breeding makes it possible to fine-tune breed genetics without relying on synthetic hormones to boost performance.
This process intensifies the meat’s natural flavors while adding tenderness that’s impossible to replicate.
It’s possible to purchase an eighth of beef (55 lbs., $797), a quarter (110 lbs., $1,485), a half (220 lbs., $2,860) or a whole (440 lbs., $5,500).
The operation expanded in 2023 to sell Berkshire pork raised by friends in Northern Indiana. An all-pork bundle and bulk pork options are available. Plans are in the works to sell local chicken by late 2025.
Roughly half of customers purchase in bulk, while the rest prefer a subscription model. “Some people don’t have room for a big freezer, and others simply don’t want one even if they do have room. Those customers are buying our bundles monthly,” says Shoemaker. “Others want to save money, so they order in bulk.”
The Midwest Best Box remains the most popular product. For $189, it features six lbs. each of Angus beef and Berkshire pork in various cuts that change monthly. “It’s the perfect mix of everything we offer,” says Shoemaker.
All meat is shipped out frozen in sturdy cardboard with a 1 1/2-in. recyclable liner and packs of ice. Free shipping is available through Indiana, Illinois, Ohio and Kentucky, while discounted options are available across surrounding states.
“What’s most rewarding about a direct-to-consumer setup is getting to know your customers,” says Shoemaker. “Many respond to my emails regularly; I feel like we’re friends. One customer in California even sent us a Christmas present. And it’s so special when a previous customer returns to sign up for a subscription. Even if they’ve never written a formal review, we know they’re happy and want more.”
Still, the online model has some challenges. “We’d prefer if customers didn’t skip months or pause their subscription because it’s harder for us to plan. But at the same time, we know life happens,” she says. Marketing remains another hurdle. “We’re still experimenting with the right advertising tools to produce consistent ROI. We’ve tried Facebook ads, Google ads, influencers, newspapers and local TV. Some worked for a time, but nothing has really stuck. If there’s a magic answer, please let me know.”
Despite these obstacles, the family recommends selling direct-to-consumer as a small farm. “Do it,” says Shoemaker. “It’s possible with the right tools. There are so many online courses that can help.”
Contact: FARM SHOW Followup, Family Traditions Beef, Jennifer Shoemaker (www.familytraditionsbeef.com; Instagram: @family.traditions.beef).
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Family Farm Sells Meat Subscription Boxes
Family Traditions Beef, a fifth-generation family farm in Vallonia, Ind., sells beef and pork online in bulk and through a subscription model. “Don grew up on a grain and cattle farm,” says cofounder Jennifer Shoemaker. “He always dreamed of selling his beef directly to consumers. And not just any beef; he wanted to raise calves from birth and control the whole process.”
The pair bought 25 bred heifers in 2015 and grew their herd to selling size by 2018. Current operations see approximately 70 cows calving every fall. Every cow is raised on their property from conception to butchering, which takes place 45 min. away at Memphis Meats.
“Starting Family Traditions Beef gave me a way to stay home and raise the kids while growing a business,” says Shoemaker. “With our row crop farm, cow herd and four kids, selling in a brick-and-mortar store or Saturdays at farmers’ markets wouldn’t work for us. Instead, we set up a website and started marketing outside our local area.”
Health and sustainability remain priorities. The cattle are kept in open fields with well-drained soils that minimize exposure to dampness and mud, and most of the farm is planted without tillage to best capture nutrients, build soil structure, and increase organic matter. Selective breeding makes it possible to fine-tune breed genetics without relying on synthetic hormones to boost performance.
This process intensifies the meat’s natural flavors while adding tenderness that’s impossible to replicate.
It’s possible to purchase an eighth of beef (55 lbs., $797), a quarter (110 lbs., $1,485), a half (220 lbs., $2,860) or a whole (440 lbs., $5,500).
The operation expanded in 2023 to sell Berkshire pork raised by friends in Northern Indiana. An all-pork bundle and bulk pork options are available. Plans are in the works to sell local chicken by late 2025.
Roughly half of customers purchase in bulk, while the rest prefer a subscription model. “Some people don’t have room for a big freezer, and others simply don’t want one even if they do have room. Those customers are buying our bundles monthly,” says Shoemaker. “Others want to save money, so they order in bulk.”
The Midwest Best Box remains the most popular product. For $189, it features six lbs. each of Angus beef and Berkshire pork in various cuts that change monthly. “It’s the perfect mix of everything we offer,” says Shoemaker.
All meat is shipped out frozen in sturdy cardboard with a 1 1/2-in. recyclable liner and packs of ice. Free shipping is available through Indiana, Illinois, Ohio and Kentucky, while discounted options are available across surrounding states.
“What’s most rewarding about a direct-to-consumer setup is getting to know your customers,” says Shoemaker. “Many respond to my emails regularly; I feel like we’re friends. One customer in California even sent us a Christmas present. And it’s so special when a previous customer returns to sign up for a subscription. Even if they’ve never written a formal review, we know they’re happy and want more.”
Still, the online model has some challenges. “We’d prefer if customers didn’t skip months or pause their subscription because it’s harder for us to plan. But at the same time, we know life happens,” she says. Marketing remains another hurdle. “We’re still experimenting with the right advertising tools to produce consistent ROI. We’ve tried Facebook ads, Google ads, influencers, newspapers and local TV. Some worked for a time, but nothing has really stuck. If there’s a magic answer, please let me know.”
Despite these obstacles, the family recommends selling direct-to-consumer as a small farm. “Do it,” says Shoemaker. “It’s possible with the right tools. There are so many online courses that can help.”
Contact: FARM SHOW Followup, Family Traditions Beef, Jennifer Shoemaker (www.familytraditionsbeef.com; Instagram: @family.traditions.beef).
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