Episode 39 | Make sure to sign up for the StoryBrand Workshop here at https://www.choplocaluniversity.com/.

In this episode of Meat Success, Katie interviews Sarah Scott, a ranch-raised former Certified Angus Beef leader and now a consultant and certified StoryBrand guide. Sarah shares her background from a Northern California cow-calf operation through roles at Certified Angus Beef in marketing, business development, and as VP of Food Service, working with major distributors like Sysco, US Foods, and Performance Food Group. They discuss why simply claiming “premium, great-tasting, well-marbled” meat no longer differentiates brands because quality is now table stakes amid many branded programs. Sarah explains StoryBrand principles—making the customer the hero and the business the guide, using clear, repeatable messaging—and how messaging drives marketing choices. They announce a paid Chop Local University StoryBrand mini-course with three Tuesday sessions in May, plus a live feedback session.

• 00:41 Sarah Scott Background
• 01:35 CAB Career Highlights
• 04:09 Why Quality Is Not Enough
• 07:20 StoryBrand Messaging Framework
• 08:38 Marketing Teams And Funnels
• 15:39 Storytelling Brand Examples
• 21:26 Finding Your Best Customer
• 25:10 Client Examples And Positioning
• 28:43 Course Launch Announcement
• 29:50 Mini Course Format
• 33:42 StoryBrand Basics
• 36:44 Make Buying Easy
• 38:32 Customer Hero Examples
• 40:25 Messaging Evolution Tips
• 45:24 Industry Choice Challenges
• 48:06 Course Logistics Signup
• 50:24 Using StoryBrand Anywhere

And learn more about ChopLocal and ChopLocal University Below!

• https://choplocal.com/
• https://www.choplocaluniversity.com/

Episode 38 | In a monthly Chop Local Office Hours Session, the team discusses using AI as a fast assistant for food and farm businesses, while emphasizing risks including confidentiality, loss of authentic voice, inaccuracies and “hallucinations,” confirmation bias, and concerns about environmental impact and rural data centers. They share practical uses: drafting and polishing difficult customer-service emails, FAQs, newsletters, and website copy; analyzing survey, sales, and expense spreadsheets; troubleshooting tech platforms like Google and Meta tools; and even interpreting medical reports while awaiting a doctor’s review.

For marketing, they recommend using AI for ideas and outlines rather than final posts, and warn that AI images often contain subtle errors, off-brand design, or unrealistic visuals. Tips include prompting with roles (“you are an expert”), asking for pros/cons, requesting peer-reviewed research, providing examples/links to match brand voice, and focusing copy on customer benefits; tools mentioned include ChatGPT, Claude, Gemini, Fathom Notetaker, and Canva.

If you've been curious about integrating AI into your Meat Business, give this episode a listen!

Grab our mEat-Commerce Essentials to start making money in your direct-to-consumer business today with $100 off the course with code: POD100 Snag Access Here: https://www.choplocaluniversity.com/meat-commerce-essentials-1

And learn more about ChopLocal and ChopLocal University Below!

1. https://choplocal.com/
2. https://www.choplocaluniversity.com/
3. 00:00 Welcome and Topic Setup
4. 01:26 AI Risks and Privacy
5. 02:37 Authentic Voice and Accuracy
6. 06:07 Environmental and Rural Impacts
7. 08:08 AI as a Fast Assistant
8. 09:14 Customer Service and Tone
9. 12:42 Data and Spreadsheet Analytics
10. 15:22 Tech Troubleshooting and Other Uses
11. 18:49 Marketing with AI
12. 21:02 AI Images and Graphic Pitfalls
13. 24:31 Prompting Tips for Better Output
14. 32:16 Favorite Tools and Final Takeaways
15. 33:35 Wrap Up and Next Steps

Episode 37 | Grab our mEat-Commerce Essentials to start making money in your direct-to-consumer business today with $100 off the course with code: POD100 Snag Access Here: https://www.choplocaluniversity.com/meat-commerce-essentials-1

On this episode of the Meat Success podcast, Katie interviews Julia Bocchese of Homegrown Reach about SEO for small farms and related businesses. Julia explains she started serving farms after struggling as a customer to find local compost companies, farmers markets, and CSAs via Google, and now helps agricultural businesses improve search visibility. They cover what Google Analytics and Google Search Console do, why both free tools matter, and how “rankings” work.

Julia outlines basic setup steps, emphasizing that farmers must own their accounts (never let an agency set them up under the agency email) and can add professionals as admins. They discuss what to monitor (traffic sources, location, engagement, key pages, queries/clicks/impressions/position), common pitfalls like Linktree, split platforms (Squarespace + Shopify), site speed and image compression, and which Search Console alerts to ignore versus fix (notably 404s and some no-index issues).

Connect with Julia at https://homegrownreach.com/.

1. 01:12 Julia Origin Story
2. 04:01 Why SEO Matters
3. 05:21 Google Analytics Basics
4. 07:01 Search Console Explained
5. 07:57 What Ranking Means
6. 10:34 Local vs Product Keywords
7. 12:57 Setting Up Analytics
8. 17:27 Reading Analytics Data
9. 17:55 Tracking Pitfalls to Avoid
10. 20:43 Engagement and Site Speed
11. 22:58 Setting Up Search Console
12. 26:07 Ownership and Admin Access
13. 29:11 Safe Account Access
14. 30:17 Search Console Metrics
15. 31:37 Live Search Console Walkthrough
16. 36:25 Boosting Click Through Rate
17. 40:31 Ignoring Scary GSC Emails
18. 41:31 Fixing 404s and Noindex
19. 45:27 Why Google Analytics Wins
20. 47:15 UTM Links and Campaign Tracking
21. 51:20 Wrap Up and Next Steps

Learn more about ChopLocal and ChopLocal University Below!

1. https://choplocal.com/
2. https://www.choplocaluniversity.com/

Episode 36 | Katie Olthoff, co-founder of Chop Local and Chop Local University, announces a new service called the Meat Squad and explains how it evolved from disruptions in the 2020 meat supply chain that drove demand for local meat and led to Chop Local’s online marketplace and later educational resources. After repeated requests from farmers and small butcher shops to “do it for me,” Chop Local formalized its done-for-you marketing work into the Meat Squad, led by Katie and Sierra with additional specialists as needed, and is currently hiring a graphic designer (noted for early March 2026). Services include email marketing, organic social media, Facebook and Google ads management, website design and platform setup (Shopify, Squarespace, Wix), and more. Two options are offered: a Startup plan for foundational brand and digital setup and a Scale Up package for ongoing monthly support, billed hourly with tracked time, plus optional one-on-one consulting.

Learn more here: https://www.choplocaluniversity.com/meatsquad-meat-marketing

1. 00:00 Welcome and announcement
2. 00:43 2020 meat supply crisis
3. 02:07 Chop Local marketplace origin
4. 02:55 Education with University
5. 03:35 Why Meat Squad exists
6. 05:23 Team and services offered
7. 07:11 How to hire us
8. 07:33 Startup plan overview
9. 08:27 Scale up plan ongoing
10. 09:13 Pricing and tracking hours
11. 10:24 Why we are effective
12. 11:49 Working with competitors
13. 12:55 Next steps and wrap up

Grab our mEat-Commerce Essentials to start making money in your direct-to-consumer business today with $100 off the course with code: POD100 Snag Access Here: https://www.choplocaluniversity.com/meat-commerce-essentials-1

And learn more about ChopLocal and ChopLocal University Below!

1. https://choplocal.com/
2. https://www.choplocaluniversity.com/

Grab our mEat-Commerce Essentials to start making money in your direct-to-consumer business today with $100 off the course with code: POD100 Snag Access Here: https://www.choplocaluniversity.com/meat-commerce-essentials-1

On this episode of Meat Success, Dr. Leona Su joins the conversation to explore how farms and ranches can use social media as a practical business tool—not just a promotional outlet. The discussion covers building trust with consumers, choosing the right platforms for your operation, creating content that reflects real farm life, and turning online engagement into measurable value for your brand.

From time management strategies to maintaining authenticity while staying consistent, this episode offers approachable insights for producers at any stage of their social media journey. Whether you’re just getting started or looking to refine your digital presence, you’ll walk away with ideas to help your farm’s story connect, educate, and grow.

Dr. Su is currently conducting additional research that examines how farmers like you use social media tools and AI to support your marketing efforts.

If you would like to participate, please complete this brief survey: https://illinois.qualtrics.com/jfe/form/SV_5b4HeeQVVKzcou2

*The data collected in this study will be used solely for research purposes, with interview videos transcribed for analysis and anonymized to remove any personally identifiable information. The data will be securely stored, accessible only to the research team, and be erased after the study concludes.

And learn more about ChopLocal and ChopLocal University Below!

1. https://choplocal.com/
2. https://www.choplocaluniversity.com/

In this episode of the Meat Success podcast, Katie Olthoff, co-founder of Chop Local and Chop Local University, sits down with Tom Richards to learn more about his regenerative ranch in California and his efforts with HarvestPath. Tom discusses his family’s long history in agriculture and their journey into selling beef direct to consumers.

Additionally, Tom dives deeper into HarvestPath, a software solution he developed to solve data management challenges in ranching. This comprehensive tool aids farmers, ranchers, and processors across the country in managing animal records, production costs, and customer relationships. The software, built on the Salesforce platform, offers modules for tracking animals, managing the production process, and handling customer relations and sales. Tom also highlights how the tool can assist with planning, loan applications, and operational scaling, aiming to support the alternative meat supply chain for greater success.

Make sure to sign up for the Spring Webinar Series, where we are sharing strategies on how to better sell your meat! Learn more here: https://www.choplocaluniversity.com/blog/2025-meat-marketing-webinars

And learn more about ChopLocal and ChopLocal University Below!

1. https://choplocal.com/
2. https://www.choplocaluniversity.com/

Episode 33 | In this episode of the Meat Success podcast, Katie Olthoff, co-founder of Chop Local and Chop Local University, interviews Rachel Jantzi, a farmer from northeastern British Columbia. Rachel shares her journey from being a conventional and organic farmer to starting her own regenerative farm called Grazing Patch Farm. She discusses her current farm operation, which includes laying hens, meat birds, sheep, and pigs, and the logistics and challenges of raising these animals. Rachel outlines her diverse background, including carpentry, plumbing, working on large organic farms, and building robots, and how these experiences have helped her in farming. She details her meticulous planning and financial strategies, including the importance of accurate cost calculations and making use of online and community marketing to grow her customer base. Rachel emphasizes the importance of transparency and authenticity in marketing and shares tips on setting up an efficient system for online sales and customer engagement. Her story serves as an inspiration and a practical guide for aspiring regenerative farmers.

Grab our mEat-Commerce Essentials to start making money in your direct-to-consumer business today with $100 off the course with code: POD100 Snag Access Here: https://www.choplocaluniversity.com/meat-commerce-essentials-1

And learn more about ChopLocal and ChopLocal University Below!

1. https://choplocal.com/
2. https://www.choplocaluniversity.com/

Episode 32 | In this special episode of the Meat Success podcast, Katie Olthoff, co-founder of Chop Local and Chop Local University, presents key insights and data from the 2025 CHOP Local marketplace. The episode explores various metrics such as average order size and customer lifetime value, offering actionable strategies to increase repeat customer rates. Listeners will gain tips on enhancing customer satisfaction through personalized touches, effective post-order communication, and strategic email marketing. Katie also discusses the importance of shipping orders, leveraging social media, and preparing for upcoming marketing opportunities, including the Super Bowl and Valentine's Day. This data-driven episode aims to help vendors optimize their business strategies for increased sales and customer retention in 2026.

Grab our mEat-Commerce Essentials to start making money in your direct-to-consumer business today with $100 off the course with code: POD100 Snag Access Here: https://www.choplocaluniversity.com/meat-commerce-essentials-1

1. 00:00 Introduction to the Meat Success Podcast
2. 00:14 Overview of Monthly Office Hours
3. 00:37 2025 Data Insights and Analysis
4. 02:53 Understanding Customer Metrics
5. 09:37 Strategies to Increase Repeat Customer Rate
6. 13:36 Shipping vs. Pickup Orders
7. 15:00 Characteristics of High-Performing Vendors
8. 19:47 Marketing Ideas for Upcoming Events
9. 21:49 Seasonal Promotions and Future Planning

And learn more about ChopLocal and ChopLocal University Below!

1. https://choplocal.com/
2. https://www.choplocaluniversity.com/